Gap goes Hollywood — taps former Paramount exec as chief entertainment officer
Gap Inc. has expanded its senior ranks with appointment of an entertainment industry veteran to a new position in its C-suite.
The apparel giant appointed former Paramount executive Pam Kaufman to the newly-created role of executive VP, chief entertainment officer. Gap said the position is designed to build and scale its entertainment, content and licensing platform across music, television, film, sports, gaming, consumer products and cultural collaborations as the retailer works to “unlock value at the intersection of fashion and entertainment.”
As part of the strategy, Gap plans to open a Los Angeles–based office in the spring, further embedding the company within the entertainment “ecosystem.”
“This new hub will anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,” the company said in a press release.
Most recently, Kaufman served as 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 joined Paramount in 1997 as VP, promotions marketing at Nickelodeon, and went to rise through the ranks at the company. Kaufman left Paramount in September 2025, following its acquisition by Skydance.
Kaufman will report to Gap Inc. president and CEO Richard Dickson, starting Feb. 2. She will split her time between Los Angeles, New York and San Francisco, underscoring the importance of the three markets to Gap’s strategy and acceleration of its “Fashiontainment” vision, the company said.
“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. "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. 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."
In her new role, Kaufman, whose experience includes board leadership roles with Stella McCartney, Lindblad Expeditions and the Rock & Roll Hall of Fame, will lead the development of Gap Inc.’s strategy for the Fashiontainment platform in close partnership with the brands. She will focus on leveraging her deep relationships across the entertainment, licensing and cultural landscape to help our brands scale partnerships and experiences that can drive long-term growth, the retailer said.
“Gap Inc.'s brands have shaped culture for generations, creating a legacy that is incredibly powerful," said 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."
