Name: Shanice Daeche
Company: Florence
Position: CMO
Website: https://www.florence.co.uk/
About Shanice Daeche
Shanice joined Florence as Chief Marketing Officer in 2021, transitioning from an education background into the tech industry. As a woman of colour, she has supported in scaling Florence from a UK-based startup to an international scale-up operating in the UK, France, and Canada following their Series B fundraise in 2022.
A study by BCS, The Chartered Institute for IT, and Coding Black Females found that black women are significantly underrepresented in the IT profession, with over 20,000 “missing” from the sector. This underrepresentation extends to leadership positions, where black women rarely advance into more senior technology roles. Shanice’s leadership at Florence highlights the company’s dedication to building a diverse and representative workforce.
During her tenure, Shanice integrated lead a comprehensive rebrand at the start of 2024 that enabled Florence to stand out as a leading technology brand in healthcare. Her creative campaigns, such as Florence’s “We Give a Shift,” have resonated deeply with audiences, reinforcing the company’s commitment to impactful, innovative healthcare solutions.
Florence, founded in 2016 by NHS doctor Charles Armitage and ex-British Army officer Dan Blake, aims to revolutionise healthcare staffing by connecting healthcare professionals directly with care organisations. The platform allows NHS trusts, hospitals, and care providers to post open shifts on the Florence app, enabling their own staff, Florence temps, and agency workers to pick up available shifts instantly. Florence prioritises continuity of care by giving permanent staff first access to shifts and fostering long-term relationships with agency staff, ensuring patients receive care from familiar faces.
Under Shanice’s marketing leadership, Florence has expanded its brand to France and Canada, amplifying its presence in the global healthcare industry. This growth was driven by an increased demand for efficient and reliable staffing solutions, a need Florence continues to meet with its cutting-edge technology.
Shanice’s journey from education to tech, coupled with her role in Florence’s international expansion and commitment to diversity, exemplifies the impact of inclusive leadership in the tech industry.
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