We do a lot of research on content, context, and tone of voice. How do they connect with their audience? How would they connect with our audiences to make sure that it feels authentic? How do we make sure that we look good together?

I take it very seriously when we select somebody. And it takes time.

I push the team to choose someone who can—even if our relationship lasts only one season—be related to the brand through time. Because once they’re Gap, they’re Gap.

Many brands are leveraging platforms like TikTok and Instagram to connect with Gen Z. What has Gap learned from these platforms, and how is it shaping your digital strategy?

We do all of the above. We do social listening, which is more like data and analytics. Then we do more of the grabbing of certain things that give us input and insights into consumers that go deeper. And we take this as the start of the ideation process.

The more you get them, the richer our briefs are. And I always like to kick off a briefing process with a lot of what’s happening. I would say a lot of consumer insights, marketplace insights, and chatter that we have from influential people as well.

What are they saying? What are we hearing? What do they want? I’m not personally satisfied with giving people what they want, I love to give them what they don’t know they want. I think the winning brands have done that constantly and consistently.

What emerging marketing trends do you believe will have the biggest impact in 2025?

Everybody talks about AI. For us, it’s more about how responsive we are, how engaged we are, how community first or social first, and consumer first we are, and how big can we go. That’s 2025.

I always tell my team we have made a promise to the consumer. So let’s be consistent, and let’s make sure that we continue driving that engagement and that conversation with the consumer.