Gap Inc. (NYSE: GAP) has announced the appointment of Pam Kaufman as Executive Vice President and Chief Entertainment Officer, marking the creation of a new senior role as the retailer expands its strategy at the intersection of fashion and entertainment.
Kaufman will report to Richard Dickson, President and Chief Executive Officer of Gap Inc., and is set to take up the position on February 2. The role has been established to develop and scale the company’s entertainment, content and licensing platform across a wide range of sectors, including music, television, film, sports, gaming, consumer products and cultural collaborations.
Gap Inc. said the move reflects its progress in strengthening its operational foundation and renewing its portfolio of brands, while also signalling the next phase of growth in how the group engages with audiences. The company added that the appointment broadens its approach to storytelling and brand relevance as it looks to connect more deeply with consumers.
In her new position, Kaufman will lead the development of Gap Inc.’s Fashiontainment strategy, working closely with individual brand teams across the group. While the brands will continue to direct creative vision, product development and campaigns, the Chief Entertainment Officer role will focus on enabling partnerships and platforms that extend the reach and impact of those ideas.
As part of the initiative, Gap Inc. will open a new office on Sunset Boulevard in Los Angeles this spring. The company said the hub will embed it more firmly within the entertainment ecosystem and support key initiatives linked to its Fashiontainment platform. Kaufman will split her time between Los Angeles, New York and San Francisco, highlighting the importance of these markets to the company’s long-term strategy.
The appointment builds on existing projects across Gap Inc.’s brands. Recent examples include Gap’s Better in Denim campaign featuring KATSEYE, Old Navy’s first co-created collection and experience with Disney, and collaborations with Harlem’s Fashion Row during NBA All-Star Weekend.
“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that tell compelling stories and drive cultural conversations,” said Richard Dickson, President and CEO of Gap Inc. “As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, we recognize entertainment is a critical link to the consumer. One we can lean on to create fandoms, inspire movements, and fuel sustained growth. Through Fashiontainment, we are unlocking that potential to take our brands to the next level, and Pam’s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.”
Kaufman said she was looking forward to building on the company’s cultural legacy. “Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” she said. “What excites me most is the opportunity to build on that foundation, thoughtfully expanding how these brands connect with people through partnerships and experiences over time. I’m inspired to join a company that believes in people and creativity, and to help shape the next chapter of these extraordinary brands.”
Kaufman brings extensive experience across entertainment, fashion and consumer products. Most recently, she served as President and CEO of International Markets, Global Consumer Products and Experiences at Paramount, where she led a multi-billion-dollar operation spanning media, gaming, hospitality, licensing, retail and live experiences in more than 170 markets.
Her background also includes board roles with Stella McCartney, Lindblad Expeditions and the Rock & Roll Hall of Fame, contributing to her perspective on fashion, design and cultural storytelling.
Gap Inc. said Kaufman’s focus will be on using her relationships across entertainment and licensing to scale partnerships and experiences that can support long-term growth, while brand teams retain control of creative direction and product strategy.
