Tiyale Hayes

Tiyale Hayes is the Executive Vice President of Insights and Multiplatform Analytics at BET Media Group, a subsidiary of Paramount. He was promoted to this position on September 20, 2023, where he oversees the company's research, insights, and data analytics functions across various platforms, including linear television, streaming services, digital content, and live events.1

In his new role, Hayes is responsible for leveraging data collection and analysis to enhance strategic priorities, identify new business opportunities, and support daily operations. His leadership is expected to play a crucial role in BET's transformation into a multimedia powerhouse. Prior to this promotion, he served as Senior Vice President of Consumer Insights since 2016, where his efforts were pivotal in supporting the success of BET's streaming service, BET+.1

Hayes joined BET after a successful career in consumer insights and innovation at major companies like Johnson & Johnson and Procter & Gamble. At Johnson & Johnson, he led insight development for brands such as Tylenol and Listerine. His work at Procter & Gamble involved creating strategies for well-known brands like Folgers and Gillette.12

With a strong background in strategy development and leadership influencing, Hayes aims to streamline multiplatform media measurement and analytics at BET to strengthen the brand and uncover growth opportunities.1