Gap has appointed Pam Kaufman as Executive Vice President and Chief Entertainment Officer, a newly created role reporting to President and CEO Richard Dickson, effective Feb. 2.
“Gap’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” says 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.”
The position is designed to build and scale Gap’s entertainment, content, and licensing strategy across music, television, film, sports, gaming, consumer products, and cultural collaborations, with a focus on storytelling and brand engagement. Kaufman will lead the company’s Fashiontainment platform in close partnership with Gap’s brand teams.
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. As we reinvigorate Gap’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.
As part of the initiative, Gap will establish a Los Angeles-based office on Sunset Boulevard this Spring to support entertainment-focused initiatives and strengthen its presence within the broader cultural ecosystem. Kaufman splits her time between Los Angeles, New York, and San Francisco.
Kaufman most recently 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. She also serves on the boards of Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame.
At Gap, Kaufman focuses on leveraging entertainment and licensing partnerships to support long-term growth, while brand teams continue to lead creative vision, product development, and campaign execution.
To learn more, visit gapinc.com.
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