Gap appoints former Paramount exec to spearhead brand extensions beyond apparel

Gap Inc. has brought in Jamie Drew as the new head of strategic partnerships and growth, reporting to chief entertainment officer Pam Kaufman. Her mandate is to push Gap’s portfolio—including Old Navy, Banana Republic and Athleta—into areas beyond traditional fashion, such as experiences, destinations, hospitality, travel, sports communities, gaming and food-and-beverage. Drew previously served as EVP of consumer products and experiences at Paramount Global after a 15-year career at Nickelodeon, where she helped turn franchises like Paw Patrol and SpongeBob SquarePants into retail and hospitality concepts.

The move is part of CEO Richard Dickson’s broader strategy, launched in 2023, to reinvigorate the retailer, which also saw the creation of a chief entertainment role, the hiring of Walmart veteran Justin Breton for original content, and Lourdes Arocho to lead licensing. Gap has recently amplified its cultural presence through celebrity collaborations, Coachella sponsorship and influencer partnerships. Analysts note that while brand extensions can drive growth, they also carry risk if the brand’s identity is not clearly defined. The company’s next test may come from its recent push into accessories under former Coach designer Reed Krakoff.