Echo Lake Entertainment Hires Tanayri Novoa, Promotes Shiva Kaya

EXCLUSIVE: Echo Lake Entertainment has two new managers: Tanayri Novoa and Shiva Kaya.

Novoa is a new hire, joining from CAA, who will be based at the company’s Beverly Hills headquarters. Promoted from coordinator, Kaya is based in New York.

With a focus on digital client representation, high-impact brand deals and strategic brand partnerships, Novoa’s nearly five years at CAA had her working extensively across the Commercial Endorsements, Global Client Strategy, and Talent Business Ventures departments, managing commercial bookings and brand strategy for top talent. For Echo Lake, the hire reflects an interest in continuing to scale its representation of top digital talent and creators.

Coming from an immigrant family, Novoa is bilingual in Spanish and English and has a strong focus on advocating for underrepresented voices, championing everything from LGBTQ+ creators to diverse ethnicities and emerging talent.

“Advocating for underrepresented voices and creators isn’t just a career focus for me—it’s personal,” Novoa said. “That’s why joining Echo Lake feels so right. I’m incredibly proud to be part of a team that’s actively investing in the digital community, and I’m ready to help our clients land the big, impactful partnerships they deserve.”

Echo Lake partner Adam Riback said of the hire, “Tanayri brings incredible experience and relationships in the content creator and brand partnership space. As we continue to build out and invest more into that business, we couldn’t be more excited for her to join us.”

Part of the talent division, Kaya reps actors in film, television and theater from around the world. A native of Turkey, she joined Echo Lake as an intern, moving up the ranks to become department coordinator and now manager.

“Shiva has been a rock star since she joined the company,” said Echo Lake Talent Partner Iris Grossman. “The clients and the larger community have come to respect her taste and her instincts, in a way that benefits all our clients.”

Kaya said, “The opportunities I have been afforded at Echo Lake have been invaluable in advancing my career. It is incredibly rewarding to be part of a company where my growth and my ideas are supported and encouraged.”