Gap Inc. has named Pam Kaufman to the newly created position of EVP, Chief Entertainment Officer, reporting directly to Gap CEO Richard Dickson. The role is designed to build and scale Gap’s entertainment, content and licensing platform across music, TV, film, sports, gaming, consumer products and cultural collaborations as Kaufman leads the development of Gap’s “fashiontainment” strategy.
Kaufman was most recently President and CEO of International Markets, Global Consumer Products and Experiences at Paramount, where she oversaw a multi-billion-dollar organization spanning media, gaming, hospitality, licensing, retail and live experiences across more than 170 markets. She also brings her experience in board leadership roles at Stella McCartney, Lindblad Expositions and the Rock & Roll Hall of Fame to her new position, which begins Feb. 2.
Gap plans to open a Los Angeles office on Sunset Boulevard this spring as it seeks to confirm its place in the entertainment ecosystem. The brand already has partnered to create culture-shaping moments such as the Better in Denim campaign featuring Katseye, Old Navy’s co-created collection and experience 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 in a statement. “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.”
Kaufman will bring her experience building and scaling family-centric, culturally relevant brands across entertainment, fashion and consumer products. “Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” Kaufman said in a statement. “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.”
In March 2025 Dickson had identified finding the brand’s “point of difference” as a key goal, “and then the next stage of that is taking cues from insights, cultural trends, design trends, what’s hot, what’s not, cultural conversations and [determining] how we integrate our brand into the cultural conversation to be relevant.”
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