Lisa Baird, a former National Football League marketing top executive, was signed as the new chief marketer on Monday for the US Olympic Committee (USOC).
Baird, with a quarter-century of marketing experience with such firms as IBM and General Motors, begins her new job directing the sales and marketing division on January 20.
The move comes as the USOC tries to replace 40 million dollars in funding lost when Home Depot and General Motors did not renew sponsorship deals for the four-year span starting in 2009.
Baird, 47, comes to the USOC from a consulting firm but worked from 2005 through 2007 as a senior NFL vice president of marketing, overseeing more than 150 licensees that delivered more than three billion dollars in retail sales.
Before that, she spent four years at GM and seven years at IBM in global marketing.