Gap appoints former Paramount exec Pam Kaufman as Chief Entertainment Officer

Gap Inc. has announced the appointment of Pam Kaufman as Executive Vice President and Chief Entertainment Officer, a newly created leadership role. She will report to President and CEO Richard Dickson and is set to take charge from February 2.

In this position, Kaufman will guide Gap Inc.’s Fashiontainment strategy, working closely with the company’s brands to connect fashion with entertainment and culture. The role has been created to develop and expand the group’s entertainment, content, and licensing initiatives across areas such as music, film, television, sports, gaming, consumer products, and cultural partnerships.

The appointment comes as Gap Inc. continues to strengthen its business and refresh its portfolio of brands. As part of this effort, the company will open a new office in Los Angeles on Sunset Boulevard this spring, placing it closer to the heart of the entertainment industry. This hub will support key projects and help position Gap Inc.’s brands at the center of popular culture. Kaufman will split her time between Los Angeles, New York, and San Francisco, highlighting the importance of these cities to the company’s growth plans.

Gap Inc. has already begun integrating culture-led initiatives across its brands. Recent examples include Gap’s 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.

Richard Dickson, President and CEO of Gap Inc., said that today’s consumers look for brands that go beyond products and create meaningful cultural connections. He added that entertainment plays a key role in building loyalty, sparking communities, and driving long-term growth. Dickson noted that Kaufman’s deep experience in entertainment and licensing makes her well suited to lead the company’s Fashiontainment vision.

Kaufman said Gap Inc.’s brands have played an important role in shaping culture over many years. She shared that she is excited to build on this legacy by creating new partnerships and experiences that help the brands connect with people in fresh and relevant ways.

Kaufman brings extensive experience in growing culturally relevant brands 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 large global business covering media, gaming, licensing, retail, hospitality, 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, giving her a strong understanding of fashion, design, and cultural storytelling.

At Gap Inc., Kaufman will focus on using her strong network across entertainment and licensing to build meaningful partnerships and experiences that support long-term growth. While brand teams will continue to lead creative direction and product strategy, her role will help amplify ideas through the right platforms and collaborations.