Gap Inc. has created a new C-suite role aimed squarely at the intersection of fashion, culture, and entertainment, appointing Pam Kaufman as Executive Vice President and Chief Entertainment Officer. Kaufman will report to Gap Inc. President and CEO Richard Dickson and officially step into the role on February 2.
The newly established position is designed to build and scale Gap Inc.’s entertainment, content, and licensing strategy across music, television, film, sports, gaming, consumer products, and cultural collaborations. At its core is the company’s evolving “Fashiontainment” platform, an initiative that uses storytelling and partnerships to drive relevance, fandom, and long-term growth across Gap Inc.’s portfolio of brands.
The move marks the next phase in Gap Inc.’s broader reinvigoration effort, expanding how the company engages consumers while positioning its brands more deliberately at the center of culture.
In her new role, Kaufman will lead the development of Gap Inc.’s Fashiontainment strategy in close partnership with individual brand teams. As part of that effort, the company will open a new Los Angeles–based office on Sunset Boulevard this spring, further embedding Gap Inc. within the entertainment ecosystem.
Kaufman will split her time between Los Angeles, New York, and San Francisco, underscoring the importance of those markets to the company’s cultural and creative ambitions.
The appointment builds on momentum already underway across the company, including Gap’s Better in Denim campaign featuring KATSEYE, Old Navy’s first-ever 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 Richard Dickson, President and CEO of Gap Inc. “As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, entertainment is a critical link to the consumer. Through Fashiontainment, we’re creating fandoms, inspiring movements, and fueling sustained growth — and Pam’s deep expertise and proven track record make her the ideal leader to bring that vision to life.”
Kaufman brings extensive experience building and scaling culturally resonant 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, overseeing a multibillion-dollar organization spanning media, gaming, hospitality, licensing, retail, and live experiences across more than 170 markets.
Her perspective is further shaped by board leadership roles with Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame, reflecting a career rooted in fashion, design, and cultural storytelling.
“Gap Inc.’s brands have shaped culture for generations,” Kaufman said. “What excites me most is the opportunity to build on that legacy and thoughtfully expand how these brands connect with people through partnerships and experiences. I’m inspired to join a company that believes in creativity and collaboration, and to help shape the next chapter of these extraordinary brands.”
At Gap Inc., Kaufman will focus on leveraging her deep relationships across entertainment, licensing, and culture to help scale partnerships and experiences that travel further and resonate longer. Brand teams will continue to lead creative vision and product direction, with Kaufman’s role designed to amplify ideas through the right platforms, collaborators, and moments.
Reel 360 News wishes Pam the best of luck in her new role.
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