Former agency executive Tracy Brady has joined The Sundance Institute in the newly created role of Chief Marketing, Brand and Communications Officer. She will oversee the nonprofit's marketing, communications, branding, media relations and digital strategy, reporting to CEO David Linde. 

Brady joins the organization as it prepares to move the Sundance Film Festival from Park City, Utah, to Boulder, Colorado, in 2027.  

One of her main jobs will be to create a more unified brand and message across the Institute's artist programs, public communications and the festival itself. 

Her advertising agency career included stints at Arnold Worldwide and then Hill Holliday where she served as senior vice president-head of corporate communications and marketing. At HH she worked on sponsorships and marketing tied to the Sundance Film Festival and other cultural events for clients such as Bank of America, Dunkin', Planet Fitness and others.  

Earlier in her career, she served at Fox Searchlight Pictures, Sony Pictures Entertainment and Turner Broadcasting. More recently she led communications at cannabis company Green Thumb Industries.  

Brady is also a published novelist, essayist, and the founder of Wit & Word, a live event series that features independent artists and writers.