Pam Kaufman, Former Head of Paramount International Markets, Joins Gap to Boost Fashion and Entertainment Collaboration

Pam Kaufman Joins Gap Inc. as Chief Entertainment Officer in ‘Fashiontainment’ Initiative

Pam Kaufman, the former head of international markets at Paramount, has been appointed Executive Vice President and Chief Entertainment Officer at Gap Inc. This newly created position emphasizes the brand’s strategic shift towards integrating entertainment into its operations, often referred to as “fashiontainment.” Kaufman will officially start on February 2 and will report directly to Richard Dickson, President and CEO of Gap Inc.

As part of this initiative, Gap Inc. plans to establish an office on Sunset Boulevard in Los Angeles this spring, which will serve as a focal point for the company’s entertainment ventures. Kaufman’s role will involve overseeing the integration of entertainment across various platforms, including music, television, film, sports, and gaming, as well as fostering cultural collaborations. She will divide her time among Los Angeles, New York, and San Francisco.

Kaufman expressed her enthusiasm for the new role, stating, “Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful. 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.”

With a notable background in the entertainment sector, Kaufman has been instrumental in developing popular Nickelodeon franchises such as SpongeBob SquarePants, Teenage Mutant Ninja Turtles, and JoJo Siwa. Additionally, she has played a key role in the commercialization of iconic brands like Star Trek and Mission Impossible. Previously, as the chief of international markets at Paramount, she managed a multi-billion-dollar organization that spanned media, gaming, hospitality, and more across over 170 markets. Gap Inc. hopes to harness this experience in her new role.

Richard Dickson remarked, “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. 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. 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.”