Theda Sandiford, a veteran Marketing and Business Development executive, has been promoted to Senior Vice President of International Trade and Digital Marketing at Republic Records, Island Records and Def Jam Recordings of Universal Music Group, effective immediately.
In his new role, Sandiford will lead global consumer sales and marketing strategies to expand opportunities for artists signed with Republic, Island and Def Jam to engage their fans and attract new audiences through a wide range of experiences. .
Sandiford will remain based in New York and report to Michael Alexander, executive vice president of international marketing at Republic, Island and Def Jam.
Sandiford was previously Vice President of Business Partnerships, Streaming at Universal Music Group.
She started with the company in 1999 as Sole Sales Director before moving to the New Media Department of Island Def Jam Group.
Sandiford joined Rush Communications in 2005 to launch the Def Jam mobile content service and ran his own consulting firm for eight years.
She then joined Universal Music in 2012 as Vice President of Digital Marketing at Republic Records and, from 2014, was Vice President of Commerce at Republic and Island.
“Theda is a pioneer in the digital market and is constantly innovating and identifying new ways to break artists. “
Michael Alexander, Republic, Island and Def Jam
Alexander said, “The Republic, Island and Def Jam International team pride themselves on always adapting to the ever-changing business landscape and the way we are breaking artists in the world.
“Theda is a pioneer in the digital market and is constantly innovating and identifying new ways to break artists.
“I am delighted to welcome him to the team.
Sandiford added, “It’s a very exciting time in the music industry. With streaming, there are fewer barriers to reaching territories and cultures around the world, allowing us to introduce artists to new audiences like never before.
“Republic, Island and Def Jam have a global vision for this huge opportunity and I’m excited to help their artists engage with fans in new ways that lead to even higher levels of success. “Music trade around the world