Gap has appointed Lourdes Arochi as SVP and head of licensing, effective immediately.

Based in the company’s Los Angeles office, Arochi will report to Pam Kaufman and oversee licensing across Gap’s portfolio, including Old Navy, Gap, Banana Republic, and Athleta.

She will also lead the expansion of the company’s licensing platform through partnerships, brand extensions, and direct-to-retail opportunities.

Arochi joins Gap from Paramount Global, where she served as SVP of global consumer products and franchise management.

In the role, she led licensing and franchise strategy for entertainment properties including Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Top Gun: Maverick, Yellowstone, and Paw Patrol.

Prior to Paramount, she held leadership roles across licensing and consumer products at Nickelodeon and NBCUniversal.

Kaufman described licensing as an important growth category, and said Arochi has the experience and strategic vision to build on the company’s momentum.

“Great brands do not just show up in culture, they help shape it,” she remarked, Kaufman.

“Lourdes can help us build partnerships that are equal parts art and science – driving relevance, revenue, and lasting brand connection across our portfolio.”

Commenting on her appointment, Arochi said she’s looking forward to expanding how Gap will connect with consumers globally.

“I am incredibly honored to join Gap as SVP, head of licensing, and to be part of such a bold vision for the future of this iconic portfolio of brands,” she said.

• Further reading: Gap cofounder Doris F Fisher dies at 94.