Rita Serras
Partner
Strategy& Portugal
Rita Serras is a Strategy Partner and a member of Strategy&, PwC’s global strategy consulting business.
With more than 19 years of consulting experience, Rita Serras has supported public and private organisations in defining growth strategies, transformation programmes and value creation initiatives, combining strong analytical expertise with a results-oriented approach to execution.
Throughout her career, she has developed extensive cross-sector experience, advising companies and institutions on strategic decision-making and the development of initiatives that have a significant impact on their positioning and performance.
At a glance
Areas of focus
- Corporate Strategy
- Growth Strategy
- Business Transformation
- Strategic Planning
- M&A Strategy
Professional Experience
Member of the Strategy practice in Portugal, following a consulting career spanning more than 19 years. Throughout her professional journey, she has been involved in strategic planning projects, market entry strategies, carve-outs and integrations, commercial due diligence, business planning, feasibility studies, and the valuation of companies and projects. She also has significant experience in public sector modernisation and transformation initiatives, as well as market research and economic impact assessments.
Education
- Leading Digital Transformation and Innovation Programme, INSEAD Executive Education
- Powering Growth Programme, INSEAD Executive Education
- Competitive Strategy Programme, INSEAD Executive Education
- Strategic Management and Value Creation Programme, Católica Lisbon School of Business & Economics
- Master's Degree in Finance, Nova School of Business and Economics
- Bachelor's Degree in Economics, Nova School of Business and Economics