The Sundance Institute has appointed Tracy Brady as its new Chief Marketing, Brand and Communications Officer as the organisation prepares for a major transition.
Brady will lead the institute’s marketing and communications strategy while helping unify its public image, artist programmes and festival activities. Her appointment comes as the Sundance Film Festival prepares to move to Boulder, Colorado, in 2027.
Brady to Lead Sundance’s Brand Strategy
In her new position, Brady will oversee the institute’s messaging, media relations, brand reputation and digital strategy. She will also join its executive leadership team and report to CEO David Linde.
The institute aims to bring its different initiatives under a consistent brand identity. This approach will help connect artists, industry partners and audiences as the organisation enters a new phase.
Linde described Brady as an experienced marketing and communications leader. He highlighted her expertise in storytelling, brand development and strategic communications.
Extensive Experience in Entertainment and Communications
Brady has held senior roles at major entertainment companies, including Sony Pictures Entertainment, Fox Searchlight Pictures and Turner Broadcasting.
She also served as senior vice president of corporate communications and marketing at Hill Holliday, where she worked on sponsorship and experiential marketing strategies for the Sundance Film Festival.
More recently, Brady served as senior vice president of communications and social impact at Green Thumb Industries. Before that, she helped build global communications teams at Curaleaf.
Alongside her corporate career, Brady has worked as a novelist, essayist and humorist. She also founded Wit & Word, a live event series featuring independent artists and writers.
Sundance Prepares for Its Boulder Debut
The 2027 Sundance Film Festival will mark the event’s first edition in Boulder, Colorado. Organisers have scheduled the festival for January 21–31, 2027.
Brady said she looks forward to bringing the Sundance community together during the transition. Her leadership will focus on strengthening the institute’s identity and supporting independent filmmakers as the organisation prepares for its new home.
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