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Erika Serow

Erika Serow is a partner and serves as Chief Marketing Officer of Bain & Company where she focuses on building marketing initiatives for the firm’s next-generation product and solutions and leading the firm’s brand strategy.

Erika recently rejoined Bain after serving as Global President and US Chief Executive Officer of Sweaty Betty, the UK’s leading activewear brand.

Erika first joined Bain in 1995 and was most recently head of the firm’s Americas Retail practice. Throughout her tenure at Bain, Erika has worked closely with senior executives and management teams across the retail and consumer spectrum.


MBA from the Stanford University Graduate School of Business

Bachelor's degree from Duke University

Senior Advisor