Lisa Baird

Baird's business career began in brand management at the global consumer packaged goods giant Procter and Gamble. A few years later, she transitioned to the automotive industry and then the technology industry. Among other lessons, Baird's experience at global fortune 20 companies GM and IBM, where she oversaw global advertising, media, sports sponsorship, and events, taught her how to navigate increasingly ambiguous cultural situations.

In 2005, Baird joined the professional sports world when the NFL hired her. Among her responsibilities, she oversaw marketing for the league's consumer products business and managed its relationship with Electronic Arts, then headed by CEO Larry Probst. Baird initially reported to Commissioner Paul Tagliabue, who became a lifelong mentor. She saw firsthand how the business of sports was covered unlike any other industry. Reflecting on her time at the NFL, Baird commented, "I really was intrigued by what sports can do as both sport, which is entertainment, but also as something that can be purposeful in society".

In 2009, Larry Probst had just been appointed the chairman of the United States Olympic and Paralympic Committee (USOPC) i and brought Baird on board as chief marketing officer. She was responsible for raising and managing all commercial revenue, as well as marketing for the non-profit organization. During her 11 years at the USOPC, Baird put together over $1 billion in sponsorship and media deals, and launched Team USA as the brand name for U.S. Olympic and Paralympic athletes. Baird believed both Olympians and Paralympians belonged together with the same brand. As she noted, "They are not the same, but they are equal". By the time she left the USOPC in 2018, Baird felt like she accomplished everything she set out to do.

In late 2019, a year into her role as chief marketing officer at New York Public Radio, Baird received a call from a search firm informing her that a professional league wanted to hire a new commissioner. She was not told which league was hiring, but she pointed out, "When someone calls you about a commissioner's job, you take that call".

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  • line 7225 of /lib/moodlelib.php: call to debugging()
  • line 7292 of /lib/moodlelib.php: call to {closure}()
  • line 71 of /lib/classes/hook/output/before_footer_html_generation.php: call to get_plugins_with_function()
  • line 987 of /lib/classes/output/core_renderer.php: call to core\hook\output\before_footer_html_generation->process_legacy_callbacks()
  • line 154 of /mod/book/view.php: call to core\output\core_renderer->footer()