Sundial Media & Technology Group has appointed Amanda Butler as its first chief marketing officer, marking a strategic shift as the company elevates marketing into a central driver of growth across its portfolio.
Butler will lead consumer marketing, communications, creative strategy, insights, and the evolution of content production into a full-scale studio. Her mandate is to integrate marketing across the company’s ecosystem, aligning brand strategy, audience intelligence, and revenue generation across media, live experiences, commerce, and product platforms.
The appointment comes as Sundial Media & Technology Group transitions from a traditional media company into a broader, technology-enabled cultural platform. The company is expanding into commerce, data-driven audience strategies, and immersive experiences, with marketing positioned at the center of these efforts.
Butler brings nearly two decades of global marketing experience, having held senior roles at companies including Netflix, Spotify, Red Bull, Beats by Dr. Dre under Apple, and Microsoft. Across those roles, she has driven billions in revenue and led high-growth initiatives across multiple global regions.
CEO Kirk McDonald said the hire reflects a broader organizational transformation, with marketing no longer functioning as a support role but as core infrastructure connecting audiences, creators, and commerce.
KEY QUOTES:
“For decades, the brands within the Sundial portfolio have helped shape culture, influencing how audiences see themselves and the world around them. Stepping into this role is both an honor and a responsibility I take seriously, particularly at a moment of meaningful evolution for the business. My focus is on building deeper, more dynamic connections with our audiences, meeting them where they are, and creating experiences that reflect their lives while expanding how they can engage with us across our ecosystem. By positioning marketing as a true growth engine, we have an opportunity to strengthen cultural relevance, unlock new pathways for expansion, and help shape a more modern future for Sundial,”
Amanda Butler, Chief Marketing Officer, Sundial Media & Technology Group
“We’re designing a fully integrated growth engine where marketing is no longer a downstream function, it’s operating at the center of how we connect audiences, creators and commerce. Amanda is a world-class marketing leader who understands how to build brands that resonate at the intersection of technology and the human experience. Her record of driving billions in revenue and creating industry-defining marketing functions makes her the ideal leader to drive cohesion, innovation, and enduring brand love across our portfolio as we scale SMTG’s platform.”
Kirk McDonald, CEO, Sundial Media & Technology Group
