Sundance Institute has appointed Tracy Brady as chief marketing, brand and communications officer. She is joining the organization at a pivotal time, with Sundance Film Festival preparing to relocate from Park City, Utah to Boulder, Colorado in 2027.

Brady will report to Sundance Institute CEO David Linde and be based in Boulder. She is taking over communications duties from Tammie Rosen, the company’s beloved comms chief who died after a battle with cancer in 2025.

“Tracy is a visionary, strategic and results-oriented marketing and communications leader,” Linde 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. 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.”

She most recently was at Green Thumb Industries, serving as senior VP of communications and social impact. Previously in her career, Brady worked in publicity, awards and marketing strategy at Fox Searchlight Pictures, Sony Pictures Entertainment and Turner Broadcasting. In her new role, she will be tasked with unifying the organization’s messaging and public presence around the Sundance Institute as well as the upcoming film festival, which runs from Jan. 21-31.

“I am thrilled and honored to join the Sundance Institute during a transformative moment,” Brady 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. 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.”