Bain & Company appoints Erika Serow as CMO

Bain & Company has appointed Erika Serow as CMO with immediate effect.

In her new postilion, Serow will focus on building the firm’s next-generation product and solutions marketing. She will also be leading a major brand refresh to reflect the firm’s new strategy.

Serow possesses more than two decades of retail and marketing experience and was most recently president and US CEO of Sweaty Betty, a British retailer specialising in women’s activewear, overseeing all aspects of the company’s growing business in the US.

Prior to that, she served as head of the Americas Retail practice at Bain & Company, where she was also a partner and director. In this capacity, Serow worked with executive leadership teams and boards at some of the world’s leading retailers to improve their business results, enhancing brand reputation, improving customer targeting, implementing multi-channel marketing efforts in stores and across digital technologies, and supporting expansion.

“The firm, under the leadership of worldwide managing partner Manny Maceda, is evolving how it thinks about corporate reputation, branding and external communications, and I look forward to working with a talented group of colleagues to lead that change," Serow said.

Speaking of Serow's appointment, Maceda said the company is happy to have Serow back.

"Serow knows the firm, its people and our culture very well. This knowledge, coupled with her recent external experience, will make her a great asset to our marketing team worldwide and an integral part of the firm’s future," Maceda concluded.