Dominic Sandifer
EVP, Branded Content & Entertainment Services

Dominic B. Sandifer has been a leader in the integrated marketing and branded entertainment field for over fifteen years. He currently leads TBA's Integrated Brand Marketing unit where he oversees branded content and entertainment services as they relate to creating and producing unique, non-traditional consumer marketing programs and brand experiences for clients including InBev, SAP, Chase, Nike, McDonald's, Chivas Regal, The NFL and Intel.

Previous to this position, Dominic headed Universal Music Group/IGA's Strategic Marketing team as Senior Vice President, where he helped develop music-driven marketing and branded content strategies for major global brands including Coca-Cola, Mattel and Apple.

Working with major advertising agencies, he also aided in the creation of integrated music-driven marketing campaigns, including tie-ins between artists and brands such as Sting/AOL Broadband and the innovative Black Eyed Peas/Apple iTunes campaign launch. Additionally, Dominic led UMG's participation in the launch of Coca Cola Classic's successful integrated marketing program for its "Real" campaign, helping craft music executions for groundbreaking television and radio spots, digital media and viral & street team marketing.

His work also extended to the development of new branded programming concepts including Shady Records television series, "The Next Episode"? on Showtime, as well as the Pussycat Dolls multi-media franchise. Dominic has also served as Executive Vice President of Mandalay Branded Entertainment, a division of Mandalay Entertainment Group, where he conceived and produced 65 episodes of the award winning "Go For It"? branded entertainment series on ABC Family (and now in syndication) for client Healthsouth and its partners The Coca-Cola Company, GNC and Tyson Foods. Dominic founded The McSand Group, a sports and entertainment management, marketing and consulting company, before its acquisition by Mandalay.

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