Theda Sandiford will lead global consumer marketing and commercial strategies to expand the opportunities for artists signed with Republic, Island and Def Jam in her new job as Senior Vice President of International Commerce & Digital Marketing.

Previously VP of Commercial Partnerships, Streaming at Universal Music Group, Sandiford will remain based in New York and report to Michael Alexander, Executive Vice President of International Marketing at Republic, Island and Def Jam.

Alexander said, “Theda is a pioneer in the digital marketplace and constantly innovating and identifying new ways to break artists.”

Sandiford started at UMG in 1999 as a Single Sales Director before quickly moving into New Media department at the Island Def Jam Group. Sandiford joined Rush Communications in 2005 to launch Def Jam mobile phone content service and ran her own consultancy for eight years. Sandiford re-joined Universal Music in 2012 as Vice President of Digital Marketing at Republic Records and starting in 2014 served as Vice President of Commerce at Republic and Island.

“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,” Sandiford said. “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.”

A mixed media artist and an accredited sommelier, Sandiford is expected to keep the plonk out of the office parties.