Lisa Baird, Marketer, Growth Advisor & Board Director

“What led to my success was a consistent innate sense of obligation to help people. It gave me the confidence I needed.”

Lisa Baird

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Lisa Baird, Founder of LPB Advisors and Board Director, shared the story behind her title with us on December 14, 2022.

Lisa is a proven leader and marketer who has built some of the world’s most iconic brands and sports properties and has a demonstrated record of revenue and profit growth in dynamic technology and media industries. She is serving as a director on the board of Cantaloupe (NASDAQ: CTLP), a leading provider of payment hardware and software services for self-serve commerce, and as a board advisor to AveriQ Technologies. Lisa has also served on the Boards of Fox Racing, now a division of Vista Outdoor, GK Elite Sportswear, the Board of Trustees for the International Hall of Fame of Tennis and the Women’s Sports Foundation. In 2021, she was recognized by Sports Business Journal as the Sports Breakthrough of the year, by Fast Company, a nominee for Sports Executive of the Year and as a top one hundred most innovative leaders by Fast Company

In addition to her board work, Lisa advises C-Suite and Board clients on growth, ESG and governance. Most recently, Lisa served as the Commissioner of the National Women’s Soccer League (NWSL), the world’s leading professional women’s soccer league. During her tenure, she launched the league’s first broadcast and streaming media partnerships, led the pro sports industry as the first pro league to return to play in North America in 2020, signed ground-breaking sponsorships and expanded the league into three new markets. This put the league firmly on a path to growth and profitability. Prior to joining the NWSL, she served as the CMO at several companies including New York Public Radio, the largest public radio station in the U.S. and at the United States Olympic and Paralympic Committee for a decade where she achieved unprecedented commercial success. She created and launched the Team USA brand, now recognized as one of the most valuable brands in sports. As a member of the LA28 Olympic and Paralympic Games Bid team led by the City of Los Angeles, she helped to win the 2028 Olympic and Paralympic Games. Until 2008, Baird was the SVP of Marketing and Licensing for the National Football League (NFL), the most commercially successful sports property in the U.S..

Prior to joining the NFL, Baird gained over twenty years of marketing experience in global organizations managing the world’s most well-known brands. She was the SVP of Marketing Communications at IBM and a member of the company’s Senior Leadership Team overseeing demand generation, advertising, events, and media for an eighteen-hundred marketing organization in over seventy countries. She spent five years at General Motors and six years in the healthcare industry in positions of increasing responsibility at Johnson & Johnson, Bristol Myers Squibb, and Warner-Lambert gaining expertise in category management and new product development. She began her career at Procter & Gamble where she spent six years in brand management.


Lisa’s career has been vast, encompassing years of marketing experience with Fortune 500’s, the Olympics and the NWSL.  Now in her later years she is able to tap into her career and take the role of advisor.  What Lisa learned is that the work is always enjoyable when you’re on a team with like-minded people who all are committed to the same goal.

Listen to our interview with Lisa below, on your favorite podcasting app, or watch on!

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