Serra has spent her 20-year career in communications advising complex, global institutions in some of the most high-profile political, regulatory and operational issues of recent times. She spent her first eight years in corporate and financial communications consultancy. Moving in-house, Serra then spent 12 years in communications roles in financial services. She was a senior member of the Lehman Brothers global communications team during the collapse of the bank in 2008. Most recently, she was Group Head of Communications at ICAP plc, renamed NEX Group plc, before co-founding Eterna Partners, a strategic communications and reputation consultancy, in 2018.