Monday, February 1, 2010

Staying in the Game in Non-Olympic Years

NEW YORK ( -- The Olympics take center stage for just two weeks every two years, but for Lisa Baird, chief marketing officer for the United States Olympic Committee, it's a 24/7, 365-day-a-year job to make sure the U.S. teams are well-funded via sponsorships.

And as marketers have pared back advertising budgets, Ms. Baird's job has become tougher. Former Olympic advertising stalwarts like General Motors and Home Depot have left -- although Procter & Gamble came in last year and signed a major deal with the USOC.

Ms. Baird, 48, has been with the USOC barely a year. In her 25-year career she has held senior marketing positions with organizations such as IBM, General Motors, Procter & Gamble and, most recently, the National Football League, where she directed the league's consumer products, direct marketing, e-commerce, entertainment marketing and advertising programs. She oversaw a portfolio of more than 150 licensees that delivered $3 billion in retail sales. Ms. Baird developed the league's first consumer-generated ads for the 2006 Super Bowl, launched the NFL's first youth and Hispanic websites and helped develop into one of the premier e-commerce sites in sports. She also launched the first virtual sports world for kids,

Read full article

No comments:

Popular Posts

New York Time

Copyright 2017 ©
Netvision SA and PlanetM
New York, New York, USA 10008
You can copy this content without permission but you must notify us via email.
Otherwise, it is illegal. All rights reserved worldwide
Updated by Carlos Vassallo

Total Pageviews