|Kristin Petersen was senior vice president of national promotions at NBC Universal.
In the newly created position, Ms. Petersen will oversee the development of marketing and brand campaigns that connect with consumers beyond traditional print and TV advertising. That could include partnerships, alliances, promotions, content development, charitable tie-ins and product placement.
Ms. Petersen's position will include all of Gap Inc.'s retail brands -- Old Navy, Gap and Banana Republic.
Ms. Petersen will be based out of Gap Inc.'s San Francisco headquarters.
A Gap Inc. spokeswoman said Ms. Petersen's position was created because the company had been looking to take a "more centralized approach" when it comes to branded entertainment.
Gap is no stranger to branded entertainment, having recruited a number of celebrities to appear in its advertising campaigns over the years.
But the company has increased its association with entertainment since Paul Pressler took over as Gap Inc.'s president-CEO in 2002. He had been chairman of Walt Disney Parks and Resorts.
The company, through Banana Republic, is currently one of the three primary brand-backers of Bravo's reality show Project Runway, which has turned into a major ratings generator for the cable channel.
Elsewhere, Banana Republic has recently been featured in NBC's Will & Grace. And on the big screen, Old Navy appeared in MGM's Sleepover, while Gap was integrated into Fox's Minority Report. Gap Inc.'s brands also made cameos in DreamWorks' animated hits Shrek 2 and Shark Tale, appearing as Old Wavy, Olde Knavery, Gup and Gap Queen.
Gap's latest print and TV ads have recruited celebrities such as Sarah Jessica Parker, Mary J. Blige and Josh Duhammel.
Ms. Petersen most recently was senior vice president of national promotions at NBC Universal. While there, she developed and secured national promotions for film and home video releases for the company's Universal Studios Partnerships division.
Before that, she worked on brand exposure at Revlon, Calvin Klein and Disney consumer products.