Endemol Shine North America Forms New Division

LOS ANGELES: Endemol Shine North America (ESNA) has combined its franchise management and integration teams under the newly established brand and licensing partnerships division, to be led by Tamaya Petteway.

Petteway joined the company in June 2015 as senior VP of brand integrations and partnerships and has now been elevated to senior VP of the brand and licensing partnerships division. In her new role, Petteway will be charged with overseeing all brand activities. Additionally, Kelly C. Hill has joined Endemol Shine North America as the VP of licensing partnerships. She will report to Petteway.

During her time at ESNA, Petteway has launched brand partnerships with Olive Garden and MasterChef Junior, opened the new Biggest Loser Resort in Palm Springs, and expanded partnerships with Metro PCS and Pitbull’s New Years’ Revolution, among other achievements.

In her new role, Hill will be responsible for the development of creative licensing partnerships and live events. Hill will also oversee product development surrounding the company’s non-scripted, scripted and digital series, including MasterChef, MasterChef Junior, The Biggest Loser, Kingdom, Deal or No Deal and Steve Harvey, as well as Endemol Shine digital properties such as Endemol Shine Beyond USA’s ICON and SMASHER networks. She joins the company from the National Hockey League, where she oversaw licensee product development.

“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, ESNA’s 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 commented, “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.”

Meanwhile, Kelia Tardiff, who was named VP of business and brand development in April 2015, will continue to develop multiplatform brand partnership opportunities for the company’s properties in her new role as VP of brand partnerships. She will report to Petteway.

In addition, Thomas Ferguson and Danielle Nicholson, who both joined the company in 2013 and were each promoted to director of licensing partnerships in January, will now report to Hill. Additionally, Vanessa McCullers has joined the company as director of brand partnerships, reporting to Petteway. McCullers previously worked at E!/Esquire Network and has also held positions in brand and marketing-related roles at networks such as TMZ, OWN and MTV.