Sundance Institute Appoints New Marketing Chief
Tracy Brady joins the organization to oversee marketing and communications as it prepares to relocate to Boulder.
Updated on Oct. 20, 2026 in People
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The Sundance Institute has hired Tracy Brady to serve as its chief marketing, brand, and communications officer. Brady will report directly to CEO David Linde as the institute prepares for its upcoming move to Boulder.
Why it matters
The leadership change arrives as the Sundance Institute undergoes a major transition in its organizational home. Brady is tasked with unifying the institute’s messaging during its move from Park City to Boulder in 2027.
The Sundance Film Festival is scheduled to take place from Jan. 21 to Jan. 31. The festival will finalize its multi-year relocation process when it officially moves to Boulder in 2027.
The players
Tracy Brady
She is the newly appointed chief marketing, brand, and communications officer for the Sundance Institute.
David Linde
He serves as the CEO of the Sundance Institute and oversees the organization's strategic leadership.
Tammie Rosen
She was the former communications chief for the Sundance Institute until her death in 2025.
The details
Brady previously held the position of senior VP of communications and social impact at Green Thumb Industries and brings prior experience from Sony Pictures Entertainment and Fox Searchlight Pictures. She succeeds the late Tammie Rosen, who passed away in 2025, and will now be based in Boulder to lead the organization's public presence.
Timeline
Tammie Rosen died in 2025.
The upcoming Sundance Film Festival runs from Jan. 21 to Jan. 31.
The Sundance Film Festival is set to move to Boulder in 2027.
Market Landscape
The appointment of Brady aligns with the institutional shift surrounding the Sundance Film Festival relocation from Park City to Boulder. This leadership move positions the organization to manage its public identity as it enters a new regional market.
Boulder residents and local film enthusiasts can expect a more unified public presence from the Sundance Institute as it transitions into the community. The leadership change highlights the organization's focus on maintaining brand continuity during its upcoming move.
The takeaway
Tracy Brady will serve as a central figure in shaping how the Sundance Institute integrates into its new home. Her professional background in entertainment and social impact will be critical as the organization prepares for the 2027 relocation.
Further reading
For more on industry leadership changes, visit the People section.
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Does moving major cultural events like film festivals to new cities diminish their local cultural value?
