Gap Inc. Taps Paramount Veteran Pam Kaufman as Chief Entertainment Officer to Lead Retailer’s ‘Fashiontainment’ Strategy

Gap Inc. wants to embed its brands more deeply into pop culture - and it’s turning to former Paramount senior exec Pam Kaufman to lead the charge. The retailer has hired Kaufman as executive VP, chief entertainment officer. In the newly created role, she will report to Gap Inc. president and CEO Richard Dickson. Kaufman officially starts Feb. 2. Kaufman will lead the development of Gap Inc.’s strategy for “Fashiontainment,” in partnership with its Old Navy, Gap, Banana Republic and Athleta brands. She’s tasked with building and scaling Gap Inc.’s entertainment, content and licensing initiatives across music, TV, film, sports, gaming, consumer products, and cultural collaborations. With Kaufman’s appointment, Gap Inc. plans to open a Los Angeles-based office on Sunset Boulevard this spring. The office will “anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,” the company said. Kaufman will split her time across L.A., New York, and San Francisco. Popular on Variety Kaufman most recently served as Paramount Skydance’s president and CEO of international markets, global consumer products and experiences, where she oversaw a multibillion-dollar organization spanning media, gaming, hospitality, licensing, retail and live experiences worldwide. She left the company last fall after almost 30 years, following the acquisition of Paramount Global by David Ellison’s Skydance Media. Kaufman joined Nickelodeon in 1997, becoming its first chief marketing officer. In addition to her tenure at Paramount, Gap Inc. cited Kaufman’s board roles with Stella McCartney Ltd., travel company Lindblad Expeditions and the Rock & Roll Hall of Fame as reflective of her “deep understanding of fashion, design, and cultural storytelling.” Kaufman and her team will build on the company’s entertainment partnerships to date, which include Gap’s Better in Denim campaign featuring pop girl group Katseye; Old Navy’s first-ever co-created collection and experience with Disney; and Gap’s limited-edition collection with Harlem’s Fashion Row during 2025 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,” Dickson said in announcing Kaufman’s hire. “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 commented: “Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful. 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.”

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