Former Paramount executive Pam Kaufman has unveiled her first key hire at Gap Inc., naming fellow Paramount veteran Lourdes Arocho as senior vice president and head of licensing as part of the company’s “Fashion Entertainment” push. Kaufman, executive vice president and head of entertainment, will follow in her role on Friday, at the company’s Los Angeles office.
Arocho is tasked with helping lead “the next chapter of licensing growth,” the company said. “As Gap Inc. continues to build momentum, the company is evolving how its brands connect with customers through partnerships, experiences and licenses that deepen engagement, open new revenue streams and drive long-term growth.”
In her role, she will lead licensing across Gap’s brands, including Old Navy, Gap, Banana Republic and Athleta, in partnerships, brand extensions and direct-to-retail opportunities that “connect the company more deeply to the entertainment, sports and cultural moments shaping the conversation today,” Gap said. “Arocho will help enhance 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 through premium merchandise and experiences that extend beyond traditional retail.”
“Great brands don’t just appear in culture, they help shape it,” Kaufman emphasized. “Licensing is a meaningful driver of growth and a powerful way to keep our brands in the cultural conversation. We see our stores as stages — places where stories come to life, moments that matter are amplified, and customers can engage with great products and experiences in new ways.”
Arocho’s previous experience includes leadership roles in licensing and consumer products at Nickelodeon, NBCUniversal, and most recently at Paramount Global, where she served as senior vice president of global consumer products and franchise management. In this role, she led licensing and franchising strategy across entertainment properties such as Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Top Gun: Maverick, Yellowstone, and Paw patrol.
