Former Paramount international chief markets Pam Kaufman has joined clothing brand Gap as part of a push into ‘fashiontainment.’
Kaufman will serve as Executive Vice President, Chief Entertainment Officer, a new role reporting to Gap Inc. President and CEO Richard Dickson. She begins on February 2.
At the same time, Gap will open an office on Sunset Boulevard in L.A. this spring, which will act as a central hub for Gap’s entertainment ambitions.
Kaufman’s hire is part of a plan to is designed to Gap’s business in entertainment, content and licensing platform across music, television, film, sports, gaming, consumer products and cultural collaborations. She will develop and lead the ‘fashiontainment’ strategy, splitting her time between L.A., New York, and San Francisco.
Kaufman exited Paramount after Skydance took over the company, with Deadline reporting her exit in September last year. At the U.S. studio, where she had worked since 1997, she rose to President and CEO of International Markets, Global Consumer Products and Experiences.
“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.”
Kaufman is considered one of the key players in the development of numerous Nickelodeon brands, leading on the launch of franchises including SpongeBob SquarePants, Teenage Mutant Ninja Turtles, JoJo Siwa and PAW Patrol. She also worked on commercializing the likes of Star Trek and Mission Impossible.
As international markets chief, she oversaw a multi-billion-dollar organization spanning media, gaming, hospitality, licensing, retail, and live experiences across more than 170 markets. Gap is hoping she takes that experience into her new role.
“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 Gap boss 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.”