Gap, Inc., the parent of Gap, Old Navy, Banana Republic, and Athleta, appointed Pam Kaufman, a former Paramount executive, as its first EVP and chief entertainment officer.
In this newly created role, Kaufman will report to Richard Dickson, president and chief executive officer of Gap, Inc., starting February 2.
The company said the role is designed to “build and scale Gap, Inc.’s entertainment, content and licensing platform across music, television, film, sports, gaming, consumer products, and cultural collaborations. The appointment also reflects Gap Inc.’s progress in strengthening its foundation and reinvigorating its brands, while marking the next phase of momentum and broadening its engagement with audiences.”
Most recently, Kaufman served as president and CEO of International Markets, Global Consumer Products and Experiences at Paramount, overseeing a multi-billion-dollar organization spanning media, gaming, hospitality, licensing, retail, and live experiences across more than 170 markets. Kaufman’s perspective is further shaped by board leadership roles with Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame.
In this role, Kaufman will lead the development of Gap, Inc.’s strategy for the “Fashiontainment” platform in close partnership with the brands.
Gap, Inc. will establish a Los Angeles, CA–based office on Sunset Boulevard beginning this spring. The company said, “This new hub will anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture. ”
Kaufman will work between Los Angeles, New York, and San Francisco.
This new role builds on the retailer’s partnership with “culture-shaping moments” such as the Better in Denim campaign featuring Katseye, Old Navy’s first co-created collection with Disney, and 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 Dickson. “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.”
“Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” said Kaufman. “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.”
Image courtesy Gap, Inc.
