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Endemol Shine North America Combines Franchise Management And Integration Teams Under Newly Formed Brand And Licensing Partnership Division

April 8, 2016 - Endemol Shine North America has named Tamaya Petteway, Senior Vice President of its newly formed Brand and Licensing Partnerships Division and Kelly C. Hill has joined the company as Vice President, Licensing Partnerships, it was announced today by Vivi Zigler, ESNA’s President of Digital, Brand & Audience Development. 

Petteway originally joined Endemol Shine North America in June 2015 as SVP, Brand Integrations and Partnerships. Hill, who will report to Petteway, joins ESNA 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 Zigler. “Since joining Endemol Shine North America, she has proven herself a strong leader and a creative collaborator to our commercial partners.”

During her time at ESNA, Petteway has launched brand partnerships with Olive Garden and “MasterChef Junior” (FOX), opened the new Biggest Loser Resort in Palm Springs (NBC), expanded partnerships with Metro PCS and “Pitbull’s New Years’ Revolution” (FOX) and more.

Prior to joining ESNA, Petteway served as VP, Partnership Marketing and Development at Universal Music Group. From 2006-2014 she was with CORE Media’s 19 Entertainment, most recently as Vice President, Brand Partnerships, where she oversaw development, production and the execution of branded partnerships, marketing integrations and sponsorships across 19 Entertainment’s properties.

As VP of Licensing, Hill will be responsible for the development of creative licensing partnerships and live events while overseeing product development around the company’s non-scripted, scripted and digital series including “MasterChef" (FOX), "MasterChef Junior" (FOX), "The Biggest Loser" (NBC), “Kingdom" (DirecTV), "Deal or No Deal,” “Steve Harvey” (Syndication/NBCU), as well as Endemol Shine digital properties including Endemol Shine Beyond USA’s ICON and SMASHER networks.

“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,” said Petteway.

Before joining the NHL, Hill served as the VP of Worldwide Licensing at CORE Media Group (formerly CKX, Inc.), where she was charged with business and licensing development and worked across CORE’s properties worldwide, including Muhammad Ali and Elvis Presley. Hill has also served as the Director of Licensing for Pokemon USA, Inc., developing and managing the Pokemon licensing program in the US, Canada, Latin America, Australia, and New Zealand.

Kelia Tardiff, who was named VP Business and Brand Development in April 2015 will continue to develop multi-platform brand partnership opportunities for the company’s properties in her new role as VP, Brand Partnerships and report to Petteway.

Thomas Ferguson and Danielle Nicholson, who both joined the company in 2013 and were promoted in January to Director, Licensing Partnerships, and will now report to Hill.

Ferguson has led consumer products and live events initiatives for the company’s franchises such as “MasterChef,” “MasterChef Junior” and “The Biggest Loser.” Prior to joining ESNA, he worked in branding and product development with companies such as John Varvatos, Lucky Brand Jeans, The Walt Disney Company and Mattel.

Nicholson leads the company’s television-IP based gaming partnerships and brings a diversified background of entertainment experience from both the video gaming and commercial photography industries.

Vanessa McCullers also joins the company as Director, Brand Partnerships, reporting to Petteway.  McCullers hails from E!/Esquire Network, where she served as Director of Marketing Solutions. Prior to that, McCullers held positions in brand and marketing related roles at networks including TMZ, OWN, and MTV.

Further information

Julie Holland
[email protected]


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 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 now across all of Latin America. 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 such hit series as Big Brother (CBS), The Biggest Loser (NBC), Hell on Wheels (AMC), Ink Master (Spike), Kingdom (DirecTV), MasterChef (FOX), MasterChef Junior (FOX), Restaurant Startup (CNBC), Swamp People (History), The Real Housewives of Atlanta (Bravo), Steve Harvey (NBCU), T.I. & Tiny: The Family Hustle (VH1), Steve Austin’s Broken Skull Challenge (CMT), Billion Dollar Buyer (CNBC) and upcoming Hunted (CBS), Superhuman (FOX) and I’m Dying Up Here (Showtime).

Endemol Shine Beyond USA is a Premium Content Network whose content is available across more than 20 platforms including YouTube, Roku, TiVo, DailyMotion, Vessel 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 Shine Beyond USA produces and distributes premium-quality online content starring influential talent such as global music sensation Pitbull across lifestyle, comedy, reality and music-themed digital networks. Together Endemol Shine Beyond and digital pioneer Michelle Phan 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. Endemol Shine Beyond USA’s new eSports and gaming network SMASHER launched last fall with the debut of “Legends of Gaming.” Visit GetBeyond.US

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