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Beyond the Bio Podcast

How the Desire to Run Retail Companies Led this Consultant to Become Bain’s Chief Marketing Officer

After many years at Bain helping start our Retail practice, Erika Serow left to become the US CEO of Sweaty Betty before returning to the firm as our Chief Marketing Officer. Erika’s leadership career stems from her desire to be an operator and run a retail business, but over time found that she truly enjoys working with smart and skillful people for a brand that she believes in. On this episode, Erika shares her journey to Bain, what made her choose the firm as a place to build her career, and how her passions led her to become our Chief Marketing Officer.


How the Desire to Run Retail Companies Led this Consultant to Become Bain’s Chief Marketing Officer

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Erika Serow found an interest in the stock market at an early age, however, she used her years at Duke University to study Italian literature and sociology. Within her undergraduate journey, she was led to Bain, where she was able to use these interests on different cases throughout the world during her time as an associate consultant.



Throughout her first time at Bain, Erika found she had a passion for retail, chose to earn her MBA from Stanford University, and take a role outside of the firm in the retail industry. She later returned to Bain to help build and lead our Americas Retail practice and boomeranged back to the firm again as our Chief Marketing Officer after being the US CEO at Sweaty Betty, UK’s leading activewear brand.

Erika’s background doesn’t scream marketing experience, but she now leads our global marketing efforts with the mission to make marketing a great commercial function at Bain. Listen to Erika’s transformative career journey inside and out of Bain and how her desire to become an operator transitioned from CEO to CMO.

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Beyond the Bio Podcast

In Beyond the Bio, Keith Bevans, partner and global head of consultant recruiting, dives deeper into the stories of some extraordinary Bain people, from their perspectives.