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Wednesday, 22 July 2020 13:04

Vell Recruits Board Member for Canadian Software Company, INETCO

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Mercedes De Luca

Member of the Board of Directors

> Location: Bay area, California to Vancouver, BC
> Industry: Real-time Transaction Monitoring Software for Financial Services
> Prior experience: CEO, MyShape | CIO, Yahoo!
> Ownership: Venture Capital-backed
> Diversity: Woman

Mercedes De Luca is a technology leader who creates digital experiences that delight customers of public corporations and startups. She excels at bringing the startup innovation mindset to large corporate environments. She has held roles as CEO, CIO, COO, CTO and GM. Currently, De Luca is VP & CIO of Pebble Beach Company. Prior to that, she served as Chief Operating Officer for Basecamp, a SaaS workplace collaboration platform.

De Luca was Vice President and General Manager for Sears Holdings Corporation’s ecommerce business. There, she devised a strategy to double the business within three years. After creating the plan and presenting it to Sears’ external public board, De Luca recruited and led the team that executed the plan, which resulted in revenue growth from $250 million to $500 million within three years. Prior to that, she was CEO and Chief Technology Officer of venture-backed MyShape, which was at the forefront of using machine learning and big data analytics to personalize the online shopping experience.

De Luca joined MyShape from Yahoo!, where she established the company’s first global information technology team and was Yahoo’s first female VP in its technology organization. She led Yahoo’s global information technology team of more than 400 professionals, in more than 20 countries. As the company grew to $6.4B, De Luca also achieved a 95 percent satisfaction rating from Yahoo’s 15,000 employees.

De Luca serves on the Board of Directors for INETCO, PFSWeb (NASDAQ: PFSW), and the Pebble Beach Company Foundation. She has been a guest speaker for Girls in Tech, WITI, and other STEM organizations. A graduate of Columbia University School of Engineering and Applied Science, De Luca majored in computer science, earning her Bachelor of Science degree in electrical engineering. She started her career as a software specialist, earned her MBA from Santa Clara University, and holds a California teaching credential in computer science and related technologies.


INETCO® builds smart technology that makes real-time transaction data workable for customer journey insights, early warning payment fraud detection and operational performance – across all banking, retail and payment processing environments. Our real-time transaction monitoring and analytics platform thrives in self-service and multi-channel payment ecosystems where timely data collection, organization and visualization is challenging.

Read 183 times Last modified on Monday, 03 May 2021 15:42
Dora Vell

Managing Partner

Dora Vell is the CEO of Vell Executive Search, a boutique executive search firm in Boston that recruits technology executives and board members for companies ranging from promising tech startups to Fortune 100 companies. Throughout her 22-year career in executive search, she has successfully completed hundreds of assignments, placing board members, CEOs, COOs, CIOs, technology officers, vice presidents and many other C-level executives. Vell’s clients span both private and public companies and her work has included searches in markets large and small across the U.S. and Canada.

Prior to founding Vell Executive Search in 2005, she was a partner at the executive search consulting firm Heidrick & Struggles for seven years. She started in the Technology Practice in the Toronto office, became the firm’s Technology Practice leader for Canada, and then joined the firm’s Boston office.

Before her career in executive search, Vell worked for 11 years at IBM Canada in software-related roles of increasing responsibility. She started as a software engineer, managed a software engineering team of 100, and then led software sales for IBM Canada. She holds seven worldwide software patents. This deep industry understanding has helped Vell Executive Search become a recognized leader in finding senior executive and board talent for software and SaaS companies.

Vell is a recognized industry thought leader who has published several reports on governance and leadership topics. She has been frequently quoted as an expert on executive and board leadership by outlets such as The Wall Street Journal, Forbes, Business Week, Fortune, Agenda Week, MSNBC, Mass High Tech, The OPUS for the World Economic Forum, Boston Business Journal, The Globe & Mail, CIO Magazine, and IEEE. She has been a featured speaker on leadership at numerous conferences and at Columbia University's MBA program.

Vell has been a Fellow of the National Association of Corporate Directors (NACD) and the Boston CEO Roundtable. She has served on the boards of Framingham State University, Entrepreneur's Organization, Goodwill, Mary Centre for Developmentally Handicapped Adults,, and RBC Capital Partners.

The trilingual daughter of a diplomat, Vell grew up in Canada, Greece, France, Switzerland and China. Her unique multicultural and international perspective, experiences as a woman in the male-dominated software field, and insights as a dual Canadian and U.S. citizen inform all her work for clients.

Vell received an MBA from the University of Toronto, a master’s in Computer Science from the University of Waterloo, and a bachelor’s in Computer Science from Carleton University.  She has also completed the MIT Entrepreneurial Master’s program.

Areas of Practice:

  • C-Level Technology Executives
  • CEOs, CROs, Heads of Sales, Heads of Marketing, Chief Product Officers
  • Technology Officers: CTOs, CIOs, Heads of Engineering, CISOs, Chief Data Officers
  • Board Directors
  • Diversity Executives and Board Directors
  • Canadian Executives and Board Directors