Veteran executive Melissa Bethel has been appointed to the board of directors of Dallas-based Brillio, a fast-growing digital technology service provider.

Brillio, which announced the relocation and expansion of its corporate headquarters to Dallas-Fort Worth last November, said Bethel’s appointment is a part of the company’s strategy to accelerate growth, particularly in the UK market, and in the retail and consumer goods industries. She joins the company’s board with nearly three decades of strategy, technology, and investment experience globally, primarily in the retail and consumer goods sectors.

“We are pleased to welcome Melissa Bethell to our board,” founder and CEO Raj Mamodia said in a statement. “Her seasoned leadership complements our strategic focus on scaling our AI-led offerings, expanding our footprint, and strengthening our market position, especially in the UK, and the retail and consumer goods industries.”

Mamodia said that Bethell’s wealth of industry experience, and deep understanding of changing customer dynamics in the UK and elsewhere will help Brillio “further sharpen our customer-relevance by leveraging data at scale, humanizing experiences, and optimizing supply chains.”

He added that her “visionary approach to transformation will empower our clients to innovate fearlessly, adapt rapidly, and deliver superior omnichannel delight to new-age consumers.”

Adapting to ‘the continually evolving relationship between brands and customers’

Currently a non-executive director of Diageo plc, Exor NV, and Tesco plc., Bethell served as a managing director at Bain Capital, including as a member of the European senior leadership team responsible for strategy setting, fundraising, and portfolio management.

During her 18 years at Bain Capital, Bethell co-led media, technology, and telecom investing, working on complex transactions and strategic transformations in Europe, the U.S., and Latin America.

Before that, Bethell worked in the capital markets group at Goldman Sachs & Co. with a focus on media and technology.

“I am thrilled to join the Brillio Board,” Bethell said in a statement. “Amid the continually evolving relationship between brands and customers, retail and consumer goods companies expect their digital technology services partners to help them redefine how customers engage, shop, and connect. Brillio brings the expertise, foresight, and adaptability needed by retail and consumer goods companies to drive greater value, innovation, resilience, and customer engagement, while also delivering positive economic, societal, and environmental outcomes.”

Bethell is also a senior adviser at Atairos, an investment fund backed by Comcast NBCUniversal, and chair of Ocean Outdoor, an Atairos investee company. Also, Bethell previously held non-executive director positions at Samsonite, Worldpay, and Atento.

Brillio recently added another Bain & Co. veteran, Ashish Singh, to its board in April with an aim to bolster its healthcare vertical. 

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