NEW YORK (CelebrityAccess) – Theda Sandiford has been promoted to Senior Vice President of International Commerce & Digital Marketing at Universal Music Group’s Republic Records, Island Records and Def Jam Recordings.
Sandiford previously served as Vice President of Commercial Partnerships, Streaming at Universal Music Group.
In her new role, Sandiford will be tasked with leading global consumer marketing and commercial strategies to expand reach and fan engagement for artists signed with Republic, Island and Def Jam.
Sandiford will remain based in New York and report to Michael Alexander, Executive Vice President of International Marketing at Republic, Island and Def Jam.
Commenting on the appointment, Alexander said: “The Republic, Island and Def Jam International team prides itself on always adapting to the ever-changing landscape of the business and how we break artists globally.
“Theda is a pioneer in the digital marketplace and constantly innovating and identifying new ways to break artists.
“I’m thrilled to welcome her to the team.”
Sandiford added: “This is a very exciting time in the music industry. With streaming there are fewer barriers to reach territories and cultures around the world, enabling us to introduce artists to new audiences like never before.
“Republic, Island and Def Jam take a global view of this immense opportunity and I’m thrilled to help their artists engage with fans in new ways that lead to even greater levels of success.”
Sandiford started with UMG in 1999 as a Single Sales Director. She has since worked with Rush Communications (the firm that launched Def Jam’s mobile phone content service), served as Vice President of Digital Marketing at Republic Records and Vice President of Commerce at Republic and Island, in addition to owning and operating her own consultancy firm for eight years.