NEW YORK — Veteran marketing executive Laurel J. Richie was hired to lead the WNBA on Thursday, becoming the league’s third president as it enters its 15th season.

Richie brings more than three decades of experience in consumer marketing, corporate branding, public relations and corporate management, NBA commissioner David Stern said.

She has worked for Ogilvy and Mather, and served most recently as senior vice president and chief marketing officer for Girl Scouts of the USA. She replaces Donna Orender, who resigned in December.