Gap Inc. has named Pam Kaufman to the newly created role of Chief Entertainment Officer, marking a bold move to integrate celebrity culture and digital storytelling into its brand strategy. The appointment underscores the retailer’s push to reposition itself as a lifestyle brand beyond apparel.
- Pam Kaufman appointed as Gap Inc.'s first Chief Entertainment Officer effective February 1, 2026
- New role focuses on integrating entertainment, influencer partnerships, and digital content across Gap’s brands
- Gap plans to invest $35 million over 18 months in content development and immersive experiences
- Internal projections forecast 18% increase in customer acquisition within the first year
- Stock rose 4.2% following the announcement, reflecting positive market reaction
- New content studio to launch in Q3 2026, with original series tied to seasonal product releases
Gap Inc. has unveiled a major leadership reshuffle with the hiring of Pam Kaufman as its first Chief Entertainment Officer, effective February 1, 2026. The role was created to oversee the integration of entertainment, influencer partnerships, and immersive digital experiences across the company’s retail and e-commerce platforms. Kaufman, a former executive at Universal Pictures and a key architect behind several high-profile film and streaming tie-ins, brings a track record of driving multiplatform engagement for major studios. The move follows a 12% decline in same-store sales in Q4 2025, prompting Gap to accelerate its pivot toward experiential retail. The company plans to allocate $35 million over the next 18 months toward content development, including short-form video campaigns, exclusive digital series, and pop-up events featuring celebrity collaborators. This investment is expected to boost customer acquisition by 18% in the first year, according to internal projections. Gap’s stock rose 4.2% the day after the announcement, reflecting investor optimism about the company’s renewed focus on brand relevance. The initiative targets a younger demographic, with 68% of its new campaigns aimed at Gen Z and millennial audiences. Retail analysts note that the appointment signals a broader industry trend, where traditional retailers are adopting entertainment-centric strategies to compete with digital-native brands. The role will report directly to CEO Glenn Murphy and operate across all Gap brands, including Old Navy and Banana Republic. Kaufman will also lead the launch of a new in-house creative studio, expected to debut in Q3 2026 with a slate of original content tied to seasonal product drops.