For over two decades, Tiyale Hayes has been an integral part of some of the world's most prominent brands, infusing a fervor for authentic inclusion and empathy into the art of brand building.
 
A graduate of Hampton University, Tiyale started his career in sales at Johnson & Johnson, where he honed his business acumen from the “store shelf up”. Armed with insights into consumer behavior gained from learning the fundamentals of how consumers shopped, he earned an MBA in Marketing from Purdue University, setting the stage for an impactful career.
Tiyale's love for consumer understanding led him to the Consumer Insights and Global Innovation groups at Procter & Gamble. During his tenure, he played a pivotal role in creating insights that fueled business-winning ideas for iconic brands such as Folgers, Pringles, Crest, Gillette, and Old Spice. He also contributed to the creation of new strategies that championed inclusivity, ensuring all consumers felt meaningful brand connections.

Returning to Johnson & Johnson, Tiyale spearheaded global insight development for various brands, including Tylenol, Motrin, Listerine, and several Rx to OTC Switch initiatives. His global travels, engaging with consumers, reinforced his commitment to always incorporate the human experience into the business plan.
 
In 2016, BET Networks welcomed Tiyale to lead their insights group, where he played a key role in developing insights for the BET brand and new show initiatives and collaborating with companies seeking authentic engagement within the Black consumer base.
 
Recognizing his distinct leadership capabilities, Tiyale was appointed to lead the BET  Marketing team in 2020. In this capacity, he steered the marketing strategy for hit BET shows like Tyler Perry's Sistas and The Oval, Twenties, and the BET Awards. Additionally, he oversaw the cross-network brand strategy, ensuring all divisions live within the overarching brand purpose.

In 2023, Tiyale was promoted to Executive Vice President of Insights and Multiplatform Analytics, where he led the integration of data and analytics across BET Media Group’s platforms, including BET, VH1, BET+, and BET Digital. In 2025, he returned to his marketing roots in an expanded role as EVP of Marketing and Audience Development for Paramount Television, overseeing BET, MTV, VH1, and CMT.
 
A sought-after speaker, Tiyale shares his expertise on creating consumer-centric strategies, effecting cultural transformation through fandom, and delivering value for African Americans, Millennials, and LGBTQ+ populations.

 
His multifaceted contributions underscore a dedication to achieving both professional excellence and meaningful societal impact. His endeavors have garnered well-deserved recognition from his industry peers, with a standout achievement of being awarded the prestigious Clio award BET Black Canvas Mural Project.

Going beyond his professional commitments, Tiyale plays an active role in the community, holding a Board position with the National Hampton Alumni Association, Inc. and being an avid supporter of Live Out Loud, a New York City-based non-profit dedicated to supporting LGBTQ+ youth.