The Sundance Institute today announced the appointment of Tracy Brady as its new Chief Marketing, Brand, and Communications Officer.
Per an official release, “Brady will lead the Institute’s comprehensive marketing and communications strategy and joins the executive leadership team at a pivotal moment, taking the helm to connect the nonprofit’s diverse artist initiatives under a singular, cohesive brand vision as the Sundance Film Festival prepares for its relocation to Boulder, Colorado in 2027.”
Brady succeeds the late, great Tammie Rosen, Sundance Institute’s Chief Communications Officer, who passed away in December of 2025.
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Brady’s career so far has been a wide-ranging one, and her previous experience in the entertainment industry includes roles in publicity, awards, and marketing strategy at Fox Searchlight Pictures, Sony Pictures Entertainment, and Turner Broadcasting. Most recently, Brady served as SVP of Communications and Social Impact at Green Thumb Industries, where she led enterprise-wide communications and social impact initiatives.
Brady previously built and scaled the global communications teams and efforts for Curaleaf, the largest publicly traded multi-state operator in its industry. She also served as SVP of Corporate Communications and Marketing at Hill Holiday and VP at Arnold Entertainment and Arnold Brand Promotions. Through her previous roles, she often counted the Sundance Film Festival as a client.
She is also a published novelist, essayist, an award-winning humorist, and the founder of Wit & Word, a live event series that features independent artists and writers. Brady holds a B.A. in Communications, Magna Cum Laude, from Fordham University and studied French Language and Civilization at Sorbonne University.
“Tracy is a visionary, strategic, and results-oriented marketing and communications leader,” said David Linde, CEO of the Sundance Institute, in an official 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.”
In her new role, Brady will “be tasked with unifying the organization’s messaging and public presence, ensuring that every facet of the Sundance Institute moves forward together. As the entertainment landscape rapidly evolves, her leadership will align the Institute’s brand reputation, media relations, and digital strategy to reflect current trends in culture and independent filmmaking.”
Brady’s new mandate “centers on a holistic approach to storytelling, tying together the Institute’s impact, artist programs, and the upcoming Sundance Film Festival in Boulder to create a powerful, unified experience for artists, industry partners and audiences alike.”
“I am thrilled and honored to join the Sundance Institute during a transformative moment,” said Brady in her own statement. “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.”
Brady will report to Sundance Institute CEO David Linde and be based in Boulder.