Serena Costa

With over 15 years of progressive HR leadership experience, Serena partners with organizations of all size to drive transformational change through people strategy.

Most recently, she served as Senior Director of Human Resources for Under Armour, where she led HR strategy and execution for more than 8,000 employees across the U.S., Canada, and Latin America. Before her decade-long tenure at Under Armour, Serena began her career in the tech start-up space, building and scaling a DTC marketing company from the ground up. Her breadth of experience—from early-stage ventures to globally recognized brands—gives her a unique ability to meet clients where they are and tailor solutions to their growth stage and culture.

Serena’s areas of expertise include HR business partnership, organizational design,
restructuring, compensation planning, DEI strategy, talent acquisition, and leadership
development. She collaborates closely with C-suite leaders to align talent and
organizational capabilities with business goals—whether navigating high-growth
environments, managing complex transformations, or cultivating inclusive, highperforming cultures.

As an HR consultant, Serena helps companies tackle their most critical
people challenges with a pragmatic, data-informed approach. Whether scaling a team,
redesigning an org structure, or developing a leadership pipeline, she brings both
strategic insight and hands-on operational support to unlock the full potential of an
organization’s workforce.

A graduate of the Robert H. Smith School of Business at the University of Maryland,
Serena is known for her approachable, grounded style of partnership. Her lived experience as both a people leader and mother of two shapes an empathetic and balanced consulting approach.