Endemol Shine Taps Tamaya Petteway to Lead New Brand and Licensing Partnerships Division (EXCLUSIVE)

Tamaya Petteway Kelly Hill Shine Endemol
Courtesy of Shine Endemol

Endemol Shine North American has named Tamaya Petteway senior vice president of its new brand and licensing partnership division. The new department combines the company’s previously separate franchise-management and licensing-integration teams under Petteway’s leadership.

As part of the reorganization, Kelly C. Hill will join the company as vice president, licensing partnerships.

“Combining the franchise management and brand operations under Tamaya’s guidance in this newly formed division provides our partners with expanded creative resources across a multi-talented group,” said Vivi Zigler, president of digital, brand and audience development. “Since joining Endemol Shine North America, she has proven herself a strong leader and a creative collaborator to our commercial partners.”

Petteway joined Endemol Shine in 2015 as senior vice president, brand integrations and partnerships. In that role, she launched brand partnerships with Olive Garden and Fox’s “MasterChef Junior,” oversaw the opening of the Biggest Loser Resort in Palm Springs and expanded partnerships with Metro PCS and Fox’s “Pitbull’s New Years’ Revolution.”

Previously Petteway served as vice president of partnership and marketing development at Universal Music Group. She was with Core Media’s 19 Entertainment from 2006 to 2014, advancing to the post of vice president, brand partnerships.

Reporting to Petteway, Hill joins Endemol Shine from from the National Hockey League, where she led licensee product development. In her new post, Hill will develop live events and oversee creative partnerships and product development around the company’s television series including “MasterChef” and “MasterChef Junior,” NBC’s “The Biggest Loser,” and DirectTV’s “Kingdom.”

Prior to her time at the NHL, Hill was vice president of worldwide licensing at Core Media Group.

“Having amassed 17 years of experience in domestic and international licensing sales and brand management and having worked with some of the most prominent celebrity, sports, and entertainment icons of all time, Kelly’s knowledge and creativity is a perfect fit to lead our licensing efforts,” said Petteway.

Kelia Tardiff, who joined Endemol Shine in 2015, will continue her work as vice president of brand partnerships and report to Petteway. Thomas Ferguson and Danielle Nicholson, directors of licensing partnerships, will now report to Hill.

The company has also added Vanessa McCullers, previously of E! and Esquire Network, as director of brand partnerships.