Sundance Institute Appoints New Chief for Marketing and Brand Strategy

The Sundance Institute has chosen Tracy Brady as its new chief officer for marketing, brand, and communications. She enters the role during a major transition period for the group, as the Sundance Film Festival gets ready to move its location from Park City in Utah to Boulder in Colorado by the year 2027. Brady will work out of Boulder and report directly to David Linde, who serves as the chief executive officer of the Sundance Institute. She steps into the position to take over communications work following the death of Tammie Rosen, the previous communications head who passed away in 2025 after fighting cancer. David Linde praised the new hire in a statement, calling her a strategic and visionary leader for marketing and communication. He noted that her deep background in brand strategy and her love for the arts make her well-suited to guide the organization as it shifts to its new Colorado home and supports independent films. Before taking this job, Brady worked as the senior vice president of communications and social impact at Green Thumb Industries. Her earlier career includes handling publicity, awards campaigns, and marketing strategies at Turner Broadcasting, along with film studios like Fox Searchlight Pictures and Sony Pictures Entertainment. Her main task now is to bring all messaging together for both the institute and the upcoming festival, which is scheduled to run from January 21 to 31. Expressing excitement about her new post, Brady stated that she aims to unite the creative community and keep the institute at the forefront of independent cinema during this time of industry change.

Context

The Sundance Film Festival stands as one of the most prominent global platforms for independent filmmakers, making major organizational shifts a matter of high interest in the entertainment world. Relocating a large festival of this scale involves coordinating hundreds of artists, industry buyers, and fans while managing a brand new regional footprint. Leadership changes in communications play a vital role in keeping public messaging clear during such large structural moves.