Gap Inc., striving to deepen its involvement in entertainment and culture, named Lourdes Arocho senior vice president and head of licensing, a new position at the company.
Arocho starts Friday and will report to Pam Kaufman, executive vice president and chief entertainment officer. Kaufman joined Gap Inc. in January after serving as Paramount’s president and chief executive officer of international markets, global consumer products and experiences. Arocho is Kaufman’s first key hire.
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Both appointments reflect Gap Inc.’s efforts to be more entwined in music, sports, Hollywood, the arts, and television.
Arocho was with Paramount Global, now called Paramount Skydance, where she served as senior vice president, global consumer products and franchise management, leading licensing and franchise strategy across some widely recognized entertainment properties including Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Top Gun: Maverick, Yellowstone and PAW Patrol. Earlier, she held licensing and consumer products roles at Nickelodeon and NBC Universal.
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Gap said Arocho will be based at the company’s recently formed Los Angeles office, which was established to further embed the company within the entertainment industry. She will help lead licensing growth across Gap Inc.’s portfolio of brands, including Old Navy, Gap, Banana Republic and Athleta, looking to scale “the platform through inbound and outbound partnerships, brand extensions, and direct to retail opportunities that connect the company more deeply to entertainment, sports and the cultural moments shaping conversation today,” the company indicated. “Arocho’s appointment marks an important step in bringing Gap Inc.’s “Fashiontainment” platform to life.
Arocho’s job involves bringing “greater focus and consistency” to partnerships with studios, creators, retailers and brands, linking “major cultural moments with standout merchandise and experiences that extend beyond traditional retail,” the company said.
“Great brands do not just show up in culture — they help shape it,” Kaufman said. “Licensing is both a meaningful growth driver and a powerful way to keep our brands in the cultural conversation. We see our stores as stages — places where stories come to life, major moments are amplified and customers can engage with great product and experiences in new ways. Lourdes brings the strategic vision, deep relationships and operational discipline to help us build partnerships that are equal parts art and science — driving relevance, revenue and lasting brand connection across our portfolio.”
Since its founding in 1969, the San Francisco-based Gap Inc. has created products, marketing and experiences featuring actors, musicians, choreography, nostalgia and inclusiveness. Recent examples include Gap’s “Better in Denim” campaign featuring K-pop girls group Katseye, Old Navy’s first co-created collection and experience with Disney, and Harlem’s Fashion Row during the NBA All-Star Weekend. The brand has also established a presence at the Met Gala with Zac Posen, Gap Inc.’s creative director, dressing celebrities for the red carpet.
Richard Dickson, Gap Inc. president and CEO since August 2023, likes to say Gap is “back in the cultural conversation.” He hired Kaufman to keep Gap Inc. there.