Tamaya Petteway, Senior Vice President, Brand Partnerships, Licensing and Digital, Endemol Shine North America
Tamaya Petteway, who first joined Endemol Shine North America in June 2015, serves as Senior Vice President, Brand Partnerships, Licensing and Digital.
Petteway is responsible for creating and expanding brand partnership efforts for Endemol Shine North America programming. She has created numerous brand partnerships across the studio’s top series, including integrating major consumer brands into “MasterChef” and “MasterChef Junior” (FOX), “MasterChef Latinos” (Estrella), "LEGO Masters" (FOX), "Wipeout" (TBS), The Courtship (Peacock/NBCUniversal) and "Foodtastic" (Disney+). Brand Partners include: Samsung, General Mills, Blue Apron, T-Mobile, Kellogg’s, State Farm, Lexus, Mazola, Blue Diamond, Whirlpool, Burlington, Wayfair, Best Buy, Amazon, Microsoft and many more.
Petteway, who served as Endemol Shine North America’s Senior Vice President of Brand and Licensing Partnerships for four years before taking on the role leading the studio’s expanding Brand Partnerships team, now leads Brand, Licensing and Digital partnerships. She has developed numerous successful licensing partnerships in her previous role. On the licensing front, Petteway helped make “MasterChef” and “MasterChef Junior” two of the most successful brands in the industry—launching such initiatives as the MasterChef Junior Live Tour with TCG Entertainment, MasterChef Wines, Camp MasterChef with Campus Cerdanya, Cooking with MasterChef interactive online cooking classes with Bluprint.com, MasterChef Cruises (with Holland America), MasterChef Junior cooking sets with Wicked Cool Toys, and numerous best-selling MasterChef and MasterChef Junior cookbooks.
Petteway also led the launch of series-inspired products developed for the Emmy Award-winning scripted series "Black Mirror" (Netflix), including the first-ever social board game 'Nosedive,' an exclusive apparel line for Target, and 'binge-themed' subscription boxes with Loot Crate.
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 as 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 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.