Silvija Martincevic, former Chief Commercial Officer of Affirm, one of the largest buy-now-pay-later startups in the US, has been named CEO of shift work management platform Deputy. Based in Australia, Deputy is focused on expansion in the US and other countries, and Martincevic will oversee its growth strategy. She will also join Deputy’s board of directors.
As part of his work at Affirm, Martincevic oversaw sales and strategic partnerships, increasing the number of merchants offering Affirm as a payment option from approximately 5,000 to over 200,000, and onboarding companies such as Walmart, Shopify, and Amazon. bottom. Prior to joining Affirm in 2019, Martincevic served as Chief Operating Officer and Chief Marketing Officer, where he led Groupon’s international operations in Europe, Asia and Australia. She is also an executive at Lemonade and Kiva.
Founded in 2008, Deputy quickly reached icorn’s valuation after raising A$104 million (approximately US$72 million) from investors including Square Peg and IVP. Used in over 330,000 of his workplaces worldwide, including Nike, Everlane, Five Guys and Ace Hardware, with 1.3 million shift workers. According to Deputy, annual recurring revenue has him over A$100 million (about $69.5 million).
Martincevic will succeed Deputy co-founder Ashik Ahmed as CEO. Since 2008, Deputy, which he founded in 2017, did not have a CEO until Ahmed took the position after the startup’s first funding round. At the time, Ahmed felt it was important to find a new CEO with the skills to continue Deputy’s global growth and announced that he would seek out someone new to take over the position.
Martincevic told TechCrunch that she grew up in a family of shift workers, including a mother who worked in a shoe factory and a father who was a truck driver, and is interested in how technology impacts society. During her first decade of her career, she worked in finance as a founder and investor in socially responsible investing, women and minority owned businesses.
At Groupon, he focused on getting small businesses into the digital economy, and at Affirm, he focused on creating financial products for unbanked consumers. Her work at Deputy continues this theme, as shift workers deal with more complex scheduling and pay calculations and employers must comply with labor regulations such as her Fair Workweek rules.
“It is very difficult to build a two-sided network business like Deputy, Affirm and Kiva, but once that business model is built and both sides of the network are mutually reinforcing, they become a permanent business. ,” says Martincevic. “How we grow our networks of employers and shift workers, and to ensure that the products we build create a fair balance that yields better results for both parties, I I want to be incredibly thoughtful.”
As CEO of Deputy, Martincevic’s goal is to focus on growing the company’s global presence. She said the agency’s experience in Australia and Europe, which have strong labor protection regulations, will give it an advantage as the United States adapts to new policies.
“In the United States, Fair Work Week protection is on the rise, and this will inevitably lead to significant changes in how workers and employers engage,” she said. “And her Deputy technology can enable any need that may arise for employers and employees.”
