Sundance hires Tracy Brady to lead marketing ahead of Boulder move
Sundance Institute has named Tracy Brady as its chief marketing, brand and communications officer, Variety reported on 20 October 2026.
Brady will report to chief executive David Linde. She will be based in Boulder, Colorado.
The timing is direct. The Sundance Film Festival is preparing to leave Park City, Utah for Boulder in 2027. Brady will be on the ground early, tasked with unifying the organisation's messaging and public presence across the Institute and the festival, according to the same report.
It is a wide brief. The Institute runs year-round work for artists, while the festival is its best-known public shop window each winter. Bringing both under one voice matters more during a change of home city, when audiences, sponsors and local partners all need clear information.
Brady arrives from outside film's usual hiring circuit. She was most recently senior vice-president of communications and social impact at Green Thumb Industries, Variety reported. Her earlier career was spent in publicity, awards and marketing strategy at Fox Searchlight Pictures, Sony Pictures Entertainment and Turner Broadcasting.
That is a mix of awards campaigns, film releases and television. Publicity means getting films and talent covered in the press. Awards strategy means planning how a film is presented to voting groups. Marketing strategy covers how a release is positioned to the public.
She takes on communications duties previously held by Tammie Rosen, who died in 2025 after a battle with cancer, according to the report. Rosen was a long-serving and well-regarded figure in the festival's press operation.
What makes this stand out is place. Sundance has been tied to Park City for decades. Building its senior team in Boulder now gives the festival a year to settle before the 2027 move.
No start date beyond the announcement was disclosed in the report. For audiences, the change will show up in simple things first: the name on press emails, the look of announcements, and how the festival explains itself in a new city.
