Brand and licensing partnership division will be lead by Tamaya Petteway.

Endemol Shine North America has combined its franchise management and licensing integration teams to create the newly formed brand and licensing partnership division.

Endemol Shine has named Tamaya Petteway to the role of senior vice president for the new division and Kelly C. Hill to the role of vice president of licensing partnerships.

Petteway joined Endemol Shine in June 2015 as senior vice president of brand integrations and partnerships. During her time with the company, she has launched brand partnerships with Olive Garden and “Masterchef Junior;” opened the “Biggest Loser” Resort in Palm Springs, Calif.; expanded partnerships with Metro PCS and “Pitbull’s New Years’ Revolution;” and more.

Prior to joining Endemol Shine, Petteway served as vice president of partnership marketing and development at Universal Music Group.

“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,” says Vivi Zigler, president, digital, brand and audience development, Endemol Shine North America. “Since joining Endemol Shine North America, she has proven herself a strong leader and a creative collaborator to our commercial partners.”

Hill joins Endemol Shine from the National Hockey League, where she oversaw licensee product development.

In her new role, Hill will be responsible for the development of creative licensing partnerships and live events while overseeing the product development around the company’s non-scripted, scripted and digital series such as “MasterChef,” “The Biggest Loser,” “Deal or No Deal” and more.

“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,” says Petteway.

Additionally, Kelia Tardiff, vice president, business and brand development, will continue to develop multi-platform brand partnerships and will report to Petteway. Meanwhile, Thomas Ferguson and Danielle Nicholson, directors of licensing partnerships, will now report to Hill.

The company has also added Vanessa McCullers as director, brand partnerships. She joins Endemol from E!/Esquire Network and will report to Petteway.