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Award-winning swimmer Eli Primrose-Smith held key roles with the 1984 Olympics and '94 World Cup before joining IBM Corp. last November to oversee sports marketing. Her task now: managing IBM's 1996 Olympics sponsorship, plus its sponsorship of pro golf, basketball and tennis.

Age: 47

Title: Director, worldwide Olympics and sports operations

Goal: Use IBM resources, not cash, to fund sponsorships.Challenge: Marketing beyond the idea that IBM only sells computers.

Tip: Back every sponsorship with marketing on multiple levels.

Prediction: NCAA women's basketball is on the rise.

Pet peeve: Everyone who wants me to get them Olympics tickets and free IBM ThinkPads.

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