The Sundance Institute has a new senior executive in its ranks.
Tracy Brady has been tapped to serve as chief marketing, brand and communications officer, a role that will see her lead comprehensive marketing and communications strategy while reporting to Sundance Institute CEO David Linde. The appointment comes as the org is prepping to mount the Sundance Film Festival in Boulder, Colorado in January 2027, which will mark Sundance’s first edition in its new home after departing Park City, Utah. Brady will be based in Boulder.
Brady joins from a post as senior vp communications and social impact at Green Thumb Industries, and before that, she steered global communications for Curaleaf. But it was two other roles that found her working closely with and around Sundance, so the new gig is familiar terrain for Brady. She served as senior vp, corporate communications and marketing at Hill Holiday where she directed sponsorship and experiential marketing strategies for the Sundance and other cultural events for clients like Bank of America, Dunkin’, Planet Fitness, Merrell, Liberty Mutual and Cadillac. She also was a vp at Arnold Entertainment and Arnold Brand Promotions where she led partnership and sponsorship strategy for clients. That work also led to Sundance.
Brady has roots in Hollywood, too, as she’s worked in publicity, awards and marketing strategy at Fox Searchlight Pictures, Sony Pictures Entertainment and Turner Broadcasting. The Fordham University graduate has also worked as a novelist, essayist and humorist, and she founded Wit & Word, a live event series that features independent artists and writers.
“Tracy is a visionary, strategic and results-oriented marketing and communications leader,” Linde said in a statement. “As we transition to our new home in Boulder and embrace the evolving future of independent cinema, we need a trusted voice to bring our community, artists and global audience together. 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.”
Said Brady: “As a lifelong fan of independent filmmaking and a dedicated storyteller, I have always believed in the power of artistic expression to shape culture and forge connection. 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. My aim is to continue to align our communications and marketing efforts under a unified mission so we can better support artists, adapt to the dynamic changes in the entertainment industry and ensure the Sundance Institute remains the premiere champion for independent filmmakers worldwide.”