Gap Sets Former Paramount Exec Pam Kaufman as Chief Entertainment Officer

Published: Thursday, January 15, 2026 at 2:38 pm

Gap Inc. Appoints First Chief Entertainment Officer

Gap Inc. is making a significant move to integrate fashion and entertainment, announcing the appointment of Pam Kaufman as its first Chief Entertainment Officer. Kaufman, formerly a marketing executive at Paramount, will spearhead the development of Gap Inc.'s "Fashiontainment" strategy. This newly created role will focus on innovative storytelling to enhance the company's brands and connect with consumers in new ways.

Kaufman, who will report to Gap Inc. president and CEO Richard Dickson, will be responsible for leveraging entertainment to build brand loyalty, inspire cultural movements, and drive revenue growth. Dickson emphasized that today's consumers are seeking more than just apparel; they are drawn to brands that tell compelling stories and engage in cultural conversations.

Kaufman expressed her excitement about building on Gap Inc.'s legacy and expanding how the brands connect with people through partnerships and experiences. She highlighted the opportunity to shape the next chapter of these iconic brands.

To further support this initiative, Gap Inc. plans to establish a new office in Los Angeles, specifically on Sunset Boulevard, with groundbreaking expected in the spring. This location will serve as a hub for the company's fashion and entertainment endeavors. Kaufman's appointment follows her departure from Paramount, where she held the position of president and CEO of International Markets, Global Consumer Products & Experiences. She had been with Paramount since 1997.

BNN's Perspective:

This move by Gap Inc. reflects a broader trend of brands seeking to connect with consumers through immersive experiences and cultural relevance. While the strategy's success remains to be seen, the appointment of a seasoned entertainment executive suggests a serious commitment to this approach. It will be interesting to observe how Gap Inc. navigates this evolving landscape and whether this strategy will resonate with consumers.

Keywords: Gap Inc., Pam Kaufman, Chief Entertainment Officer, Fashiontainment, Paramount, Richard Dickson, marketing, entertainment, fashion, consumer, brand, Los Angeles, Sunset Boulevard, Skydance merger, apparel, storytelling, revenue growth, cultural conversations

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