Behind the Numbers: an EMARKETER Podcast Does Every Retailer Need a Chief Entertainment Officer (Like GAP)? | Reimagining Retail
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Mar 4, 2026 
Blake Droesch, senior retail analyst focused on merchandising and e-commerce. Skye Canaves, principal analyst tracking retail, commerce and entertainment integrations. They debate Gap’s new Chief Entertainment Officer hire. They explore fashion-driven branded entertainment, how the role differs from marketing, risks of C-suite theatrics, LA production moves, and how to measure success and couple content with retail fundamentals.
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Gap Elevates Entertainment To Rebuild Fandom
- Gap is positioning entertainment as a core brand strategy by hiring a Chief Entertainment Officer to build partnerships across music, film, sports and gaming.
- The goal is to create fandom and long-term relevance, not just one-off celebrity deals, following a broader trend of content-commerce blending.
Hosts Share Films That Drove Brand Affinity
- Skye and Blake cite watching brand-driven films like Barbie and The Founder as examples of brand entertainment that resonated culturally.
- Skye notes Barbie drove affinity (and possible purchases for her daughter) while Blake referenced The Founder sparking McDonald's cravings.
Role Will Sit Above Brand CMOs To Coordinate IP
- The Chief Entertainment Officer role likely centralizes entertainment strategy above individual brand CMOs, focusing on high-level IP and partnership orchestration.
- Press release language indicates brand teams will still lead creative, so the role will coordinate cross-brand cultural moments rather than replace CMOs.