A Q&A With Top Women in Retail Honoree Fabiola Torres, Global CMO, Gap Inc.

Women in Retail Leadership Circle (WIRLC) recently released its 15th annual Top Women in Retail report. The valuable resource highlights female executives who impressed our Editorial team as well as colleagues from the industry. Fabiola Torres, global chief marketing officer at Gap Inc., is one such example. Here’s a sampling of Fabiola’s interview featured in the report.

Women in Retail Leadership Circle: You’re relatively new in your position. How do you plan to apply your experience from PepsiCo, Nike, and Apple to Gap’s marketing strategy?
Fabiola Torres: I’ve had the privilege of working with global brands that create meaningful connections with customers through product and experiences. At Gap, we have an incredible heritage and history to build from and an opportunity to move at the speed of culture in new and more relevant ways. My years in fashion, entertainment, tech and consumer goods have been valuable as we build the journey at Gap. 

WIRLC: What strategies are you focusing on to reconnect Gap with consumers across different generations?
FT: We’ve been on a journey to reinvigorate Gap, rooted in our brand purpose of “Championing Originality.” Gap is an iconic brand that spans all generations and different backgrounds. Our marketing campaigns over the past year have really showcased this commitment — from Linen Moves featuring Tyla and JUNGLE, to Get Loose with Troye Sivan and CDK Company, and our latest Give Your Gift holiday campaign with influencers showcasing their singing talent. We’re creating campaigns that reflect our point of view in fashion, entertainment and culture and delivering on-trend product. We also have successful collaborations with brands like DOEN, Madhappy, and Cult Gaia that help us reach new fans. We have more to do, and I feel really great about where our team is on the journey. 

WIRLC: What are your priorities in building and empowering Gap’s marketing team to execute your vision?
FT: We’re all on this journey together. It’s all about empowering our marketing team to do the best work of their careers and creating an environment where everyone has a voice. 

WIRLC: How does your leadership style inspire creativity and innovation within your team?
FT: It’s about ownership. I want to make sure that everyone on every level feels a part of the journey. I love to stay connected in real time across our global team, and they are connected to the consumer and marketplace. They’re on the pulse of cultural trends. 

WIRLC: What’s a lesson you learned that changed you as a leader?
FT: The power of WE. As a leader I cannot operate on my own. I love learning from our talent, staying curious to keep learning and current, and showing unconditional support for my colleagues. 

WIRLC: What do you see as the biggest opportunities as well as challenges in retail marketing today?
FT: You have to be able to cut through the noise and create moments that connect to culture. The world is always changing; it’s about being nimble and your ability to quickly pivot and respond. Our brand needs to drive distinction and lead with a point of view. Only the brands that do that will cut through.