Gap Inc. names former Paramount exec as head of licensing
Gap Inc. has added another former Paramount executive to its team as it continues to strengthen its ties to entertainment and the culture at large.
The apparel giant appointed Lourdes Arocho to the newly added position of senior VP and head of licensing. She will be based at the company’s Los Angeles office and report to Pam Kaufman, executive VP and chief entertainment officer, Gap Inc. Kaufman, who joined the company earlier this year, formerly served as president and CEO of international markets, global consumer products and experiences at Paramount.
Arocho will lead licensing across Gap Inc.’s portfolio of brands, including Old Navy, Gap, Banana Republic and Athleta, scaling the platform through inbound and outbound partnerships, brand extensions and direct to retail opportunities “that connect the company more deeply to entertainment, sports, and the cultural moments shaping conversation today,” the company said.
Most recently, Arocho was with Paramount Global where she served as senior VP, global consumer products and franchise management. In the role, she led licensing and franchise strategy across some of the world’s most recognized entertainment properties, including Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Top Gun: Maverick, Yellowstone and PAW Patrol.
Arocho’s experience includes licensing and consumer products leadership roles at Nickelodeon and NBC Universal.
Arocho will help strengthen how Gap Inc. builds and manages relationships across the entertainment ecosystem, bringing greater focus and consistency to partnerships with leading studios, creators, retailers and brands. Her work will support major cultural moments with standout merchandise and experiences that extend beyond traditional retail.
“Great brands do not just show up in culture, they help shape it,” said Kaufman. “Licensing is both a meaningful growth driver and a powerful way to keep our brands in the cultural conversation. We see our stores as stages — places where stories come to life, major moments are amplified, and customers can engage with great product and experiences in new ways. Lourdes brings the strategic vision, deep relationships, and operational discipline to help us build partnerships that are equal parts art and science — driving relevance, revenue, and lasting brand connection across our portfolio.”
