Sundance Names Tracy Brady Chief Marketing and Communications Officer

By Marcus Bennett

The Sundance Institute has appointed Tracy Brady as its chief marketing, brand and communications officer. She arrives as the Sundance Film Festival prepares to relocate from Park City, Utah, to Boulder, Colorado, in 2027.

Brady will report directly to Sundance Institute CEO David Linde and will be based in Boulder. She takes over communications duties from Tammie Rosen, the institute's longtime communications chief, who died in 2025 after a battle with cancer.

Linde framed the appointment in terms of both continuity and change. "Tracy is a visionary, strategic and results-oriented marketing and communications leader," he said. "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."

He continued: "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."

Who is Tracy Brady?

Brady comes to Sundance from Green Thumb Industries, where she served as senior VP of communications and social impact. Earlier in her career, she worked in publicity, awards and marketing strategy at Fox Searchlight Pictures, Sony Pictures Entertainment and Turner Broadcasting.

Her résumé spans corporate cannabis, studio publicity and cable television. The common thread, according to her new employer, is brand storytelling in periods of transition.

What does the new role cover?

Brady will unify the institute's messaging and public presence across the organization and the festival itself. Her first edition on the job is close at hand: the upcoming Sundance Film Festival runs from January 21 to 31.

Brady described the moment as a turning point. "I am thrilled and honored to join the Sundance Institute during a transformative moment," she said. "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."

She set out her priorities in plain terms. "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. "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."

Why the hire matters now

The move to Boulder is the largest structural change at Sundance in decades, and it lands amid broader shifts in how independent films reach audiences. The institute needs a single voice across its year-round programs and its flagship festival at the precise moment its address changes.

Brady inherits a comms operation shaped by Rosen, whose death in 2025 left a marked absence inside the organization. How the new chief rebuilds that function — and rebrands a festival for a new city — will be visible first in January, and fully tested in 2027.