NEW YORK, NY.- The Solomon R. Guggenheim Museum and Foundation announced the appointment of Tina Vaz as Deputy Director, Chief Brand and Communications Officer (CBCO), a newly created position that will oversee the Guggenheim’s global brand and communications strategy. Vaz begins her new role this October, returning to the museum after previously serving as Deputy Director, Global Communications from 2015 to 2019.

As a member of the executive team reporting to Dr. Mariët Westermann, Director and CEO of the Guggenheim Museum and Foundation, Vaz will lead a multifaceted portfolio encompassing communications, marketing, design, digital, brand coordination, external affairs, and cross-functional collaboration on audience experience at Guggenheim New York, and will be responsible for institutional messaging and brand strategy for the Guggenheim international constellation of museums.

Westermann remarked, “I am delighted to welcome Tina back to the Guggenheim in this new and essential role that recognizes the power of ‘Guggenheim’ as a renowned institution, an evergreen idea, and a set of beautiful museums that connect art and people. With her transformative work across the art and culture space, including several first-of-their-kind projects at the Guggenheim and innovative collaborations at the intersection of art and technology, Tina brings new expertise that will allow our institution to continue to push creative boundaries. Tina’s proven track record of well-considered risk-taking, skill as a cultural connector, and deep respect for the Guggenheim’s mission will strengthen our resonance in New York and help make the most of our constellation as a uniquely international platform for the study, advocacy, and enjoyment of modern and contemporary art.”

“I am excited to return to the Guggenheim, which has not only been a creative home for me but also the driving force behind some of my most meaningful professional experiences,” said Vaz. “I look forward to working with my colleagues across the Guggenheim constellation to continue building our global community and sharing the joy that first inspired the Guggenheim Museum’s founders.”

A strategist and executive with a background in advancing brands in art and culture, technology, and public media, Vaz most recently served as head of Meta’s Open Arts program, a global initiative to advance company narratives and business priorities through the commissioning of art and design work for Meta spaces, products, and partnerships. From 2019 to 2023, Open Arts engaged more than 600 visual artists, programmed 13 million square feet of physical space, and reached 8 million Meta users through in-product digital artwork.

Prior to Meta, Vaz led communications, marketing, issues management, and brand strategy as Deputy Director of Global Communications for the Solomon R. Guggenheim Museum and Foundation, supporting the Guggenheim’s international activities as well as high-profile corporate partnerships and initiatives including the BMW Guggenheim Lab, Guggenheim UBS MAP Global Art Initiative, and Guggenheim Helsinki. Her work in public media includes fundraising support for the PBS flagship station WGBH and promotion of the long-running PBS series Scientific American Frontiers.

Vaz is a member of the Board of Directors of the Municipal Art Society of New York; a Trustee of the Williamstown Theatre Festival; a member of the Advisory Council of the Finnish Cultural Institute in New York; and a past Board member of The World Around. She received a degree in journalism from Boston University.