Bain & Company names new Chief Marketing Officer

Christian Wylonis


Bain & Company announced that Erika Serow has been appointed Chief Marketing Officer for the firm, effective immediately. She was most recently president and U.S. CEO of Sweaty Betty, a British retailer specializing in women's active wear, overseeing all aspects of the company's growing business in the Unites States.

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

Manny Maceda, the firm's worldwide managing partner, said: "Erika began her career here. She 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."

As CMO, Ms. Serow will focus on building the firm's next generation product and solutions marketing, and leading a major brand refresh to reflect the firm's new strategy.

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