Tamaya Petteway, Senior Vice President, Brand and Licensing Partnerships, Endemol Shine North America
Tamaya Petteway joined Endemol Shine North America in June 2015 as Senior Vice President of Brand and Integration, and is now the Senior Vice President of Brand and Licensing Partnerships.
Petteway is responsible for identifying and developing multi-platform brand partnership opportunities for Endemol Shine North America's hit properties including “MasterChef” (FOX), “MasterChef Junior” (FOX), "Pitbull's New Year's Revolution" (FOX), “The Biggest Loser” (NBC), "The Steve Harvey Show" (Syndicated) and “Kingdom” (AT&T Audience Network).
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.