About Erika
Expertise
Erika Serow is a partner and serves as Chief Marketing Officer of Bain & Company. She is based in the firm's New York office.
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 spectrum.
She holds an MBA from the Stanford University Graduate School of Business and a bachelor's degree from Duke University.
Leading retailers focus on choosing the right technology upgrades, developing necessary capabilities, testing and learning from their efforts, and staying ahead of consumer behavior, says Erika Serow.
Recent Insights
- “Digical® retail and why stores matter,” Brief, December 2015
- “’Tis the season for free shipping,” Brief, November 2015
- “2015 holiday sales outlook: Let the shopping begin,” Brief, October 2015
- “Post-holiday outlook and the need to innovate,” Retail Holiday Newsletter, January 2015, Brief
- “Holiday Pricing: Making Sense of the Madness,” Brief, December 2014