Tamaya Petteway, Senior Vice President, Brand Partnerships, Endemol Shine North America
Tamaya Petteway, who first joined Endemol Shine North America in June 2015, serves as Senior Vice President of Brand Partnerships. Petteway, who served as Endemol Shine North America’s Senior Vice President of Brand and Licensing Partnerships for four years before taking on her current role leading the studio’s expanding Brand Partnerships team, developed numerous successful licensing partnerships in her previous role.
Petteway is responsible for identifying and developing multi-platform partnership opportunities for Endemol Shine North America's hit properties including MasterChef (FOX), MasterChef Junior (FOX), MasterChef Latino (Telemundo), Deal or No Deal (CNBC), Extreme Makeover: Home Edition (HGTV), Peaky Blinders (BBC), and Black Mirror (Netflix).
Prior to joining Endemol Shine North America, Petteway had served as Vice President, Partnership Marketing and Development at Universal Music Group since June 2014. Petteway identified new ways to create innovative partnerships between UMG and global brands, while building strategic programs and integrated marketing campaigns that leveraged UMG’s assets, iconic label groups and roster of artists.
Before joining Universal Music Group, Petteway spent eight years at CORE Media’s 19 Entertainment, including Vice President, Brand Partnerships. There she oversaw development, production and the execution of branded partnerships, marketing integrations and sponsorships across 19 Entertainment’s properties with a focus on top musical artists and leading TV shows including American Idol and So You Think You Can Dance.
Petteway has developed unique content-based brand programs for partners including Kellogg's, Marriott, Unilever, Sony, Johnson & Johnson, and PepsiCo, with one program recently winning a 2015 gold SABRE Award.
Petteway holds a Bachelors of Business Administration Degree in Marketing from Loyola Marymount University and currently resides in Los Angeles.