Sundance Institute has appointed Tracy Brady as Chief Marketing, Brand and Communications Officer as the film festival prepares to relocate to Colorado for its first edition running January 21-31, 2027.
Brady is tasked with unifying the organisation’s messaging and public presence and tying together the Institute’s impact, artist programmes, and upcoming Sundance Film Festival. She will be based in Boulder and reports to Sundance Institute CEO David Linde.
The executive most recently served as SVP of communications and social impact at the cannabis retailer Green Thumb Industries, and prior to that built the global communications team at the publicly-traded medical and recreational dispensary Curaleaf.
She has held roles in publicity, awards and marketing strategy at Sony Pictures Entertainment, the former Fox Searchlight Pictures, Turner Broadcasting, and agencies including time as SVP of corporate communications and marketing at Hill Holiday, where she directed sponsorship and experiential marketing strategies for the Sundance Film Festival and other key clients. She has also advised CEOs, executive leadership, and boards during organisational transformation and growth.
Linde called Brady “a visionary, strategic and results-oriented marketing and communications leader”, adding: “Tracy’s understanding of storytelling, brand marketing and strategic communications, coupled with her lifelong passion and dedication to the arts, makes her the perfect executive to guide our brand forward.”
“As we move toward the 2027 Sundance Film Festival in Boulder, my focus will be on bringing our entire community together, both inside the Institute and out,” Brady said.
Former Sundance communications head Tammie Rosen died last year.
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