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Endemol Shine North America Unveils Brand Partnerships, Research And Social Media/Digital Leadership Team

June 30, 2015 - Endemol Shine North America has filled out the leadership team for its brand partnerships, research and social media/digital teams, including naming Tamaya Petteway Senior Vice President, Brand Partnerships, it was announced today by Vivi Zigler, President, Digital, Brand & Audience Development, Endemol Shine North America.

In addition, Marisa Hammonds has been named Vice President, Digital & Social Media, Kevin Ivey has been promoted to Vice President, Research and Insights and Kelia Tardiff will now serve as Vice President, Brand Partnerships.

The new Digital, Brand and Audience Development group, led by Zigler, includes digital and social media for television, research and brand integrations & partnerships, franchise management and licensing led by EVP Kimilyn Whitaker, Endemol Beyond USA run by President Will Keenan and COO Adrian Sexton, as well as marketing run by Vice President Rob Hughes.

Endemol Shine North America is part of Endemol Shine Group, the newly launched global content creator, producer and distributor with a diverse portfolio of companies in the U.S. behind some of the most prominent hit television formats and series in the world. Current series include “Big Brother” (CBS), “MasterChef” and “MasterChef Junior” (FOX), “The Biggest Loser” (NBC), “Restaurant Startup” (CNBC), “Bullseye,” (FOX) “The Island” (NBC), nationally syndicated series “Steve Harvey,” “Hell on Wheels” (AMC) and “Kingdom” (DirecTV).

“Tamaya brings deep experience, strong relationships and great creativity to this role – exactly the executive caliber to run the Endemol Shine Brand team,” says Endemol Shine North America’s Zigler. “And elevating Marisa, Kevin and Kelia into new leadership roles demonstrates the value of their contributions and our commitment to our network and brand partners.”

Zigler added, “We’ve now developed a structure that puts marketing, research, brand partnerships, licensing and digital all into one operational unit, allowing us to be creative, nimble and effective launching a television show, creating a digital network or developing a campaign for a brand partner or licensee.”

Petteway, who joins Endemol Shine North America from Universal Music Group, is responsible for identifying and developing multi-platform brand partnership opportunities for Endemol Shine North America's hit properties including “MasterChef,” “MasterChef Junior,” “The Biggest Loser,” “Bullseye,” “Kingdom” and “So You Think You Can Dance.”

Petteway previously served as Vice President, Partnership Marketing and Development at Universal Music Group, where she 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.

Prior to that, 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.

Marisa Hammonds, who was named Vice President, Digital and Social Media, oversees the digital and social media strategy for the company’s TV series. Based in LA, she manages the digital content, social partnerships and multiplatform activations around the company’s scripted and unscripted television shows. Hammonds was formerly Director, Digital for Shine America, where she launched innovative partnerships for “MasterChef” and “The Biggest Loser” with platforms including Tumblr, Pinterest and Google+.

Kevin Ivey, who was named Vice President, Research and Insights, oversees Endemol Shine North America’s in-house research and audience insights division. Ivey, who was formerly Executive Director, Research, at Shine America, leads all research analysis and tracking for the company’s North American operations. Previous positions for Ivey include Vice President, Program Research for NBCUniversal cable networks Syfy and Chiller, as well as Vice President, Multiplatform Research, Oprah Winfrey Network and Director Multiplatform Research at ABC.

Kelia Tardiff, who was named Vice President, Business and Brand Development, identifies and develops multi-platform brand partnership opportunities for properties including “The Biggest Loser,” “MasterChef” and “So You Think You Can Dance” with global brand partners such as Ford, Garmin, General Mills, Jennie-O, Kohls, Subway, Walgreens and Walmart.

Tardiff initially joined Endemol Shine in 2007, having held roles in creative affairs and reality development working on shows such as “The Biggest Loser,” “Tabatha's Salon Takeover,” “The Buried Life” and “MasterChef.” Tardiff previously worked in production management for MTV Networks on shows including “Punk'd,” “Making The Band” and “Jackass.”

Tardiff, as well as Chris Specht, who also serves as Vice President, Business and Brand Development, both now report into Petteway. 


Endemol Shine North America delivers world-class content and compelling storytelling to multiple platforms in the U.S. and across the globe. Endemol Shine North America is part of Endemol Shine Group, the newly launched global content creator, producer and distributor with a diverse portfolio of companies in the U.S. that are behind some of the most prominent hit television formats and series in the world. Its Endemol Shine Studios division develops and produces original scripted television programming in the U.S. for global exploitation and Endemol Shine Latino oversees all Spanish-language sales and development in both the U.S. and Mexico. And subsidiary production companies include Authentic Entertainment, Original Media, True Entertainment and 51 Minds Entertainment. In addition, Endemol Shine North America has a strategic partnership with Ryan Seacrest Productions.

Endemol Shine Group’s companies in North America are behind hit series including Below Deck (Bravo), Bullseye (FOX), Big Brother (CBS), The Biggest Loser (NBC), Fake Off (TruTV) Hell on Wheels (AMC), Ink Master (Spike), It Takes a Church (GSN), Keeping Up with the Kardashians (E!), Kingdom (DirecTV), Knife Fight (Esquire), MasterChef (FOX), MasterChef Junior (FOX), Restaurant Startup (CNBC), Swamp People (History), The Island (NBC), The Real Housewives of Atlanta (Bravo), Steve Harvey (NBCU), T.I. & Tiny: The Family Hustle (VH1), Steve Austin’s Broken Skull Challenge (CMT), Wipeout (ABC) and many more.

Endemol Beyond USA, one of the fastest-growing and award-winning digital networks of 2014, is part of the Endemol Shine Group. As a Premium Content Network, Endemol Beyond USA content is available across more than 20 platforms including YouTube, Yahoo, AOL, Roku, TiVo, DailyMotion and Amazon Fire TV. Endemol Beyond is the first Premium Channel Network with hubs in the US, UK, Germany, France, Italy and Spain, with plans to expand into Asia, Latin America and Central and Eastern Europe. Endemol Beyond USA produces and distributes premium-quality online content starring influential talent such as Pitbull, Brittany Furlan, Drea De Matteo and Andy Milonakis across lifestyle, comedy, reality and music-themed digital networks. Together Endemol Beyond and digital pioneer Michelle Phan have recently launched ICON, the first worldwide Premium Lifestyle Network. ICON is an online global destination featuring a prolific slate of original programming in beauty, fashion, wellness, DIY, food, human interest stories and travel.

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