Media giant Dick Clark Productions has named Tamaya Petteway as its Senior Vice President of Partnerships. Petteway, who takes up her new position on June 12th, will be responsible for overseeing revenue streams and profits related to sponsors, advertisers, locations, and venues. She will also work on sales initiatives and strategies across all DCP platforms.
Her appointment was hailed by DCP CEO Jay Penske, who said Petteway’s “unique skill set, enthusiasm for entertainment and creative approach are one of a kind,” and expressed confidence that her experience and talent would help evolve the company’s sponsorship strategy for the future. Petteway herself said she was excited to work across DCP’s “extraordinary portfolio of iconic live event programming and legendary TV properties.”
Petteway is a seasoned media executive who previously worked at Endemol Shine North America as SVP of Brand, Partnerships, Licensing, and Digital. During her time there, she worked on brands from some of the biggest shows across networks like Fox, TBS, Peacock, and Disney+.
Before Endemol Shine, Petteway held positions at Universal Music Group and Core Media 19. Her role at DCP will see her play a critical role in the media giant’s broader strategy of generating revenue by partnering with brands who want to reach their millions of viewers and fans of pop-culture.
DCP has a proud history of producing some of the most iconic live event programming in the entertainment industry. It is best known as the producer behind the Golden Globe Awards, the Billboard Music Awards, the American Music Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest. Its shows are renowned not just for their star-studded lineups and unforgettable moments but also for their ad revenue-generating potential.
The announcement of Petteway’s appointment comes in the midst of a major shift for the advertising industry, with increasingly more brands putting their money behind content and partnerships that will generate authentic engagement with their audiences. Media giants like DCP will play a significant role in helping brands reach those audiences, providing a valuable platform for advertisers to engage with potential customers in a highly creative and entertaining way.
For Petteway, her move to DCP is the next step in a career that has proven her to be one of the most talented and innovative media professionals in the business. Her proven track record of success at Endemol Shine North America, Universal Music Group, and CORE Media 19 is sure to stand her in good stead as she brings her skills to bear in her new role.
As brands increasingly look for ways to reach audiences through engaging content, Petteway’s expertise and experience will be critical in helping DCP secure valuable partnerships that will thank their sponsors and drive revenue for the company. For DCP’s millions of viewers, the arrival of Petteway offers the promise of even more unforgettable moments that bring the best of pop-culture to life on their screens.
