BET NAMES TIYALE HAYES SENIOR VICE PRESIDENT OF BRAND STRATEGY & MARKETING
NEW YORK, NY, January 13 2021 – BET (a subsidiary of ViacomCBS Inc., NASDAQ: VIACA, VIAC), the nation's leading provider of quality content for African American audiences, announced today that Tiyale Hayes has been promoted to Senior Vice President of Brand Strategy & Marketing for BET. In this new role, Hayes will be responsible for marketing strategy and execution across the BET master brand. He will ensure that BET’s positioning advances business objectives and strengthens the BET brand and will be reporting into BET Chief Marketing Officer, Kimberly Paige.
"Tiyale brings an incredible and proven background in understanding consumer behavior to this role, so we are delighted to tap into the power of data to inform the next phase of BET’s marketing strategy,” said Paige. “With Tiyale’s consumer insights experience and BET’s strong consumer connections, we will accelerate our brand with an authenticity, scale and precision that only BET can deliver.”
Hayes has been with BET since 2016, most recently serving as Senior Vice President of Consumer Insights. In this role, he oversaw BET’s Consumer Insights group, responsible for developing insights for the BET brand and new show development, with his consumer insights strategy playing a key role in the design of BET’s category-leading SVOD service, BET+. He has also worked with many of BET’s biggest advertising partners to develop data-based strategies to authentically reach the African American consumer base.
Bringing more than two decades of consumer brand expertise to this role, Hayes worked for some of the biggest and most commercially successful consumer brands in the world. Prior to joining BET, Hayes led global insights development and innovation strategy for several brands at Johnson & Johnson including Tylenol, Motrin and Listerine. In these global roles, he learned from consumers what motivates them and how to create product innovation that meets their needs. Before that, Hayes held roles of increasing responsibility at Proctor & Gamble, where he led consumer insights teams, providing insights that led to business winning ideas for brands like Folgers, Pringles, Crest, Gillette and Old Spice.
“I’m thrilled to bring my background to BET’S marketing team, building an even deeper connection with our audiences through data-driven marketing,” said Hayes. “We are in an important cultural moment for Black culture and I excited to help advance this work at BET. The rich diversity that exists within the African American community is powerfully nuanced, and I look forward to locking in with BET’s best-in-class marketing team to further explore ways to connect with and delight our audiences.”
BET, a subsidiary of ViacomCBS Inc. (NASDAQ: VIACA, VIAC), is the nation's leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel is in 125 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom, sub-Saharan Africa and France. BET is the dominant African-American consumer brand with a diverse group of business extensions including BET.com, a leading Internet destination for Black entertainment, music, culture, and news; BET HER, a 24-hour entertainment network targeting the African-American Woman; BET Music Networks - BET Jams, BET Soul and BET Gospel; BET Home Entertainment; BET Live, BET’s growing festival business; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET around the globe.