Erin Brookes
Managing Director
Corporate Transformation Services | Erin Brookes
Quick facts
Leads the European Retail Practice
17 years working in the retail sector
Advises corporate and private equity clients on commercial strategy and operations performance improvement opportunities
Specialises in retail, commercial strategy, commercial opersations, revenue creation, CRM and loyalty
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+44 207 663 0592
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Erin Brookes is a Managing Director and Head of Retail at Alvarez & Marsal Corporate Transformation Services in London. She specialises in retail, commercial strategy, revenue creation, commercial operations, and CRM and loyalty development.

She brings 17 years of experience in the retail industry, including advising retail businesses and key stakeholders, leading revenue creation opportunities for businesses targeting the sector, and working in commercial strategy and execution roles within leading international retail businesses.

Most recently at A&M, Ms. Brookes developed a retail strategy for a leading media company, including an evaluation of customer contact activities, and sales and marketing spend effectiveness. She has advised a leading institutional investor on customer-led retail real estate asset transformation strategies and has advised many leading global private equity investors on the acquisition of various international retail and consumer products businesses, specifically, advisory on marketing effectiveness, loyalty and CRM propositions, organisation design, and profit improvement. She also advised a distressed U.K. retail business on options to improve profitability of its operations by assessing and planning the rationalisation of its store footprint.

Prior to joining A&M, Ms. Brookes spent five years at The Body Shop International in various senior commercial roles. Her responsibilities included implementing commercial strategy, commercial development partnership with the Americas, leading a customer-led global initiative to improve brand and value perception, leading the enterprise-wide top 10 strategic priorities for the business in customer acquisition and business model development.

Previously, Ms. Brookes spent three years leading the client programme in the consumer business sector at Deloitte U.K. She was responsible for revenues in excess of £100m and key strategic relationships between Deloitte, major retail, and consumer packaged goods companies. She also developed, trained, and managed a team of 20 business account managers who supported Lead Client Service Partners.

Erin earned a bachelor’s degree in theology from the University of Oxford and an MBA in retailing from the University of Stirling. She spent two years as Senior Enterprise Fellow for Retail at the University of Southampton defining and developing the University’s business engagement and commercial capabilities within the retail sector.