Gap Inc. has enlisted former Paramount executive Lourdes Arocho as part of the retailer’s “Fashiontainment” strategy to ink partnerships for its apparel brands in music, TV, film, sports and more.
Arocho will join the company May 15 as senior VP and head of licensing, reporting to Pam Kaufman, executive VP and chief entertainment officer — who was Arocho’s former boss at Paramount. Kaufman joined Gap Inc. in February, after most recently serving as Paramount Skydance’s president and CEO of international markets, global consumer products and experiences.
Arocho has held licensing and consumer products leadership roles at Nickelodeon, NBCUniversal and, most recently, Paramount Global, where she served as senior VP of global consumer products and franchise management. At Paramount, she led licensing and franchise strategy for entertainment properties including Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Top Gun: Maverick, Yellowstone and PAW Patrol.
At Gap Inc., Arocho will lead licensing across the company’s portfolio of brands, including Old Navy, Gap, Banana Republic and Athleta. She will “help strengthen 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,” according to the company.
Kaufman, in announcing Arocho’s hire, 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.”
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