Erika Serow

Erika Serow is a prominent figure in the consulting and retail industries, currently serving as the Partner and Chief Marketing Officer at Bain & Company. With over 20 years of experience, she has established herself as a leader in global retail and marketing.

Career Overview

• Current Role: Since April 2019, Serow has been the Chief Marketing Officer at Bain & Company, where she oversees brand strategy, editorial content, and marketing operations across the firm's extensive global network. Her focus includes developing next-generation product marketing and leading significant brand refresh initiatives to align with Bain's evolving strategy.12

• Previous Experience: Before her current position, she was the President and U.S. CEO of Sweaty Betty, a UK-based women's activewear brand. In this role, she managed all aspects of the U.S. operations, including marketing and strategy.12 Earlier in her career, Serow spent over two decades at Bain & Company, where she held various roles culminating in her leadership of the Americas Retail Practice.13

Education

Erika Serow holds a Bachelor of Arts from Duke University (1995) and an MBA from the Stanford University Graduate School of Business (2001) .13

Contributions and Recognition

Serow has been recognized for her insights in retail and marketing, contributing to various publications and studies, including collaborations with Vogue Magazine. She has also been involved in initiatives examining challenges within the fashion industry in New York City.23 Her leadership has earned her accolades such as being named one of Consulting Magazine's top women leaders in consulting.2

Personal Attributes

Known for her strategic acumen and leadership skills, Serow is also noted for her ability to coach and mentor others within the industry. Her extensive experience spans multiple facets of retail, including digital transformation and brand strategy across different markets globally.123