CORE Media Group Hires Three VPs

Formerly CKx, the owner of "American Idol" and the Elvis Presley and Muhammad Ali brands adds new staffers.

As CORE Media Group continues to expand since its May 2012 rebranding under president Marc Graboff, the company has announced the hirings of Roy Peters as vp branded entertainment, Christine Petrillo as vp client solutions and Michael Speier as vp corporate communications and public relations.

Peters will focus on identifying opportunities to partner with major brand advertisers to create original TV and online content. He hails from Matter, Inc., where as executive vp he steered the agency’s branded entertainment strategy, which included partnerships between Brita and The Biggest Loser as well as Clorox and Parenthood. He has also worked at The Pitch Agency, CAA and Ogilvy & Mather.

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Petrillo will develop and lead CORE’s sales strategy across its branded content portfolio, a responsibility similar to the one she fulfilled as vp strategic partnerships for Alloy Digital, where she managed relationships with clients that included Coca-Cola, Unilever, Revlon and Macy’s. Prior to that, she was vp director integrated sales at Hachette Filipacchi Media U.S. and worked in publishing at Time Inc., Hearst and Conde Nast.

The New York-based Petrillo and Peters are joining a team that includes L.A.-based vp brand partnerships Tamaya Petteway and will report to chief revenue officer Cameron Death.

"Both Roy and Christine have sophisticated knowledge of our business, and they both have wonderful track records within their respective areas of expertise," Death said in a statement. "Together with Tamaya, they are part of a skilled team that is committed to aligning brand partners around unique content."

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The L.A.-based Speier will spearhead all of CORE’s internal and external communications, reporting to exec vp human resources Kay Straky. The former journalist was most recently at Walt Disney Parks & Resorts, where he managed executive communications.

"Michael is well positioned to guide our communications strategy, having worked in top roles on both the editorial side of our industry as well as the corporate side," Straky said in a statement.

Formerly known as CKx, CORE owns the American Idol competition format, So You Think You Can Dance and the Elvis Presley and Muhammad Ali brands. The multimedia company has made a number of major moves in the past year, launching an in-house TV development and production arm as well as Halfire-CORE, a scripted programming joint venture with producer Noreen Halpern.