Lisa Baird is a proven leader across private and non-profit sectors where she has been instrumental in building some of the world’s most iconic brands and sports properties. Her diverse marketing, communications and sales expertise spans sports, media, technology, healthcare, consumer and automotive. She has a demonstrated track record of revenue and profit growth. Lisa currently serves on the board of Cantaloupe (NASDAQ: CTLP), a leading provider of technology for self-serve commerce. Her previous board service includes Fox Racing (acquired by Vista Outdoor), GK Elite, the International Hall of Fame of Tennis, and the Women’s Sports Foundation.
Most recently, Lisa was the Commissioner of the National Women’s Soccer League (NWSL), the world’s leading professional women’s soccer league. During her tenure, she signed groundbreaking media and corporate sponsorships, led the industry as the first pro sports league to return to play in North America in 2020 and expanded the league into three new markets. Prior to joining the NWSL, she was the Chief Marketing Officer at New York Public Radio and served in the same capacity for the United States Olympic and Paralympic Committee for over a decade. Lisa created and launched the Team USA brand, widely recognized as one of the most valuable brands in sports. Until 2008, she was SVP of marketing and consumer products for the National Football League (NFL). 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 Worldwide Marketing Communications at IBM. She spent five years at General Motors and six years in the health care industry in positions of increasing responsibility at Johnson & Johnson, Bristol Myers Squibb, and Warner Lambert. She began her career at Procter & Gamble where she spent six years in brand management. In 2021, she was awarded the McElroy Award from the P&G Alumni Association for her achievements in consumer marketing.
Lisa is a graduate of Schreyer Honors College at Pennsylvania State University, holds an MBA from the Smeal Business School and is a recipient of the Distinguished Alumni Award.
