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Theda Sandiford is a seasoned executive with extensive experience in commerce and digital marketing within the music industry. Currently serving as General Manager at Hidden Beach Experiences since August 2023, Theda previously held the position of SVP Commerce & Digital at Def Jam Recordings from September 2019 to October 2023, where comprehensive management of cross-functional teams led to the transformation of underperforming units into a high-performance cohesive operation. Prior roles include SVP International Commerce & Digital Marketing at Republic Records, VP Commercial Partnerships at Universal Music Group, and VP of Digital Marketing at Republic Records, with a proven track record of driving significant revenue growth through strategic planning and innovative initiatives. Theda also possesses entrepreneurial experience as the Managing Partner of Theda Dotcom LLC, a boutique social marketing agency, and has a solid educational background with a BA from Tufts University and a sommelier certification from the International Wine Guild.