Today SiriusXM, the leading audio entertainment company in North America, announced several new hires on its growing Brand and Consumer Marketing organization. On the heels of SiriusXM’s most successful national ad campaign, “The Home of SiriusXM,” the company is increasing its investment in top talent, expanding the team, and bringing in marketing executives with diverse backgrounds and experience.
Chosen from top media companies such as Fox Sports, Hulu, and Disney, these new additions will report to SiriusXM’s Senior Vice President of Brand and Consumer Marketing, Kimberly K. Wilson. As a team they will be responsible for driving growth and brand awareness for SiriusXM, Pandora, and its core businesses through innovative marketing initiatives, partnerships and experiences.
- Rolanda Gaines, Vice President of Experiential and Partnership Marketing
- Tatiana Holifield, Vice President of Digital Content and Audience Engagement
- Joe Hanna, Senior Director, Brand and Platform Partnerships
“Coming off of a groundbreaking year we’re at a pivotal moment here at SiriusXM and the caliber of talent that we’re bringing in will surely help us expand our leadership position in the audio space,” said Wilson. “Each hire comes in with a unique skill set, background and a proven track record of understanding consumers’ needs. They will be integral in driving the brands forward.”
Rolanda Gaines is a marketing and communications executive with domestic and international experience in the sports, media, and entertainment space. Based in Atlanta, Gaines currently serves as Vice President, Experiential & Partnership Marketing for SiriusXM and Pandora. Prior to SiriusXM, Gaines led marketing and communications for FOX Sports South and FOX Sports Southeast (rebranded to Bally Sports in 2021), focused on driving awareness and engagement of linear, streaming and digital platforms for eight professional teams across the NBA, NHL, WNBA, MLB, and MLS. She led a cross-functional department responsible for on-air promotion, public relations, paid media, community relations, and activations. Additionally, Gaines held various positions at ESPN, including stints with ESPN Enterprises, ESPN The Magazine, and ESPN Content Development. She previously worked at Major League Baseball Properties in a marketing, advertising and licensing capacity, and also served in marketing and events roles at Nike, including Nike Sports Entertainment and NIKETOWN. Gaines holds a Bachelor of Arts degree from Stanford University and an MBA from Fordham University, with additional studies at the Stanford Japan Center in Kyoto.
A seasoned marketing executive with 15 years of experience in media, sports and entertainment, Tatiana Holifield has helped the world’s most influential brands thrive amongst the evolving digital landscape. Throughout her career, Holifield has launched new media practices, scaled global marketing divisions, and helped generate billions of earned and owned media impressions. Holifield currently serves as Vice President, Digital Content & Audience Engagement for SiriusXM/Pandora where she is responsible for transforming and driving digital growth for SiriusXM properties. Prior to her current role, Holifield was Head of Brand Social for Hulu/Disney Streaming where she led the streaming giant’s social media accounts to drive earned media and brand awareness. Holifield also served as Vice President/Head of Digital Strategy for Pacers Sports & Entertainment where she was one of the Pacers’ highest-ranking women in leadership. Additionally, Tatiana has led marketing teams for Viacom’s BET Networks, NBCUniversal Television & New Media Distribution, SportsNet New York, Gospel Music Channel, Disney Regional Entertainment’s ESPN Zone, Hampton Inn Hotel, Hard Rock Café and Taco Bell. Holifield was selected into NAMIC’s prestigious Executive Leadership Development at the University of Virginia Darden School of Business. She received her MBA from Metropolitan College of New York and undergraduate degree from Columbia College Chicago.
Joe Hanna is an award-winning marketer who has led customer growth and fan engagement strategies working with top industry brands including Disney, ESPN, Google and AT&T. Hanna now serves as the Senior Director, Brand and Platform Partnerships for SiriusXM/Pandora. Prior to joining SiriusXM, Hanna spent nearly 13 years at The Walt Disney Company, starting as a post-graduate intern within Disney’s Consumer Products division. He subsequently moved into roles at Disney Media and Entertainment Distribution, where he spent the last 12 years. Hanna most recently served as Director, Multiplatform Marketing, leading subscriber acquisition & retention partnership strategies across Hulu + Live TV, DIRECTV, Sling TV and others. A native of Los Angeles, Hanna is a proud graduate of San Diego State University, where he earned his Bachelor of Science degree in Marketing.
