In her new role, Weinstein will oversee the company's international partnerships, manage studio relations for its festivals and help with programming. She will be bi-coastal, maintaining a presence in New York City and Los Angeles.
Weinstein will continue to oversee her production slate at Spring Creek Productions, which has a long list of credits such as "Blood Diamond," "The Perfect Storm" and HBO's "Recount."
In addition to founding Spring Creek in 1990, she worked at Warner Bros, 20th Century Fox, and United Artists, where she served as president.
"Paula is a talented producer and a long-time associate, and it is my pleasure to welcome her to the Tribeca family," Rosenthal said in a statement. "As we continue to grow in our second decade and explore new opportunities as producers and content creators both at home and around the world, I know Paula's leadership and experience will be invaluable."
The Tribeca Film Festival will be held April 17-28, 2013, in New York City.