NFL Marketing Chief Resigns

Lisa Baird Saw League Through Logo Update and Its First Consumer-Generated Ad

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CHICAGO ( -- Lisa Baird, the National Football League's senior VP-marketing since 2005, has resigned, a league spokesman confirmed.
Lisa Baird leaves the NFL after two years as marketing chief.
Lisa Baird leaves the NFL after two years as marketing chief.

Ms. Baird's notable achievements in two years on the job included the league's first foray into consumer-generated advertising (culminating in a Super Bowl spot starring actor Don Cheadle); an updating of the league's iconic shield logo; and a recently released ad campaign designed to show NFL players in a more favorable light in the wake of the Michael Vick dogfighting scandal.

Prior to joining the NFL, Ms. Baird held senior-level marketing positions at IBM, General Motors and Procter & Gamble.

Ms. Baird's resignation, effective at the end of this year, comes at a time when the NFL, with its cable network and recently relaunched website, is integrating all of its sales and marketing functions in a single department headed since June by Mark Waller, senior VP-marketing and sales.

Family time
An NFL spokesman said Ms. Baird is leaving in order to spend more time with her three children. Her husband, Robert Baird, is CEO of Philips' domestic-appliance division.

"We will miss Lisa's creativity, her passion for innovation and her commitment to developing the talent of our employees," NFL Commissioner Roger Goodell wrote in an internal memo to staff yesterday. "Lisa has contributed a great deal to strengthening our brand, supporting our clubs and energizing our relationship with fans."
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