Here's your David Raith bio:
http://www.usfigureskating.org/Story.asp?cat=7&id=18736
To the best of my knowledge, I was under the impression that part of his job when he was at USATF was to help sell TV time to potential sponsors (I may be wrong on this).
Also, it was part of his job at TV meets to oversee whatever network was televising meets that any USATF-sponsors paid clips got on air, and that signage was positioned correctly in stadiums (Nike, Visa, etc.). USATF often had summer employees/interns drive a truck to meets filled with signage, USATF merchandise, etc.
Until the new hire was made, it appeared that Raith's job was done by committee, namely with marketing and event management folks.