026 Shanice Daeche
VP Marketing, Yonder
Shanice Daeche is VP Marketing at Yonder. Before moving into fintech she was CMO at the workforce management tool Florence, and she spent nearly a decade running marketing at Hult International Business School leaving as Vice President of Marketing & Growth.
“If people aren’t debating your work, it’s probably not working.”
The interview
What’s your coffee ritual?
Latte first thing, then another mid-morning once I’m in the swing.
What was your first marketing job?
Events and comms at a private healthcare clinic. Less Mad Men, more “are these flu jabs still in date?”.
What finance apps do you have on your home screen?
Yonder (obviously, my go-to for everything), Monzo for household diplomacy, Trading 212 to keep one eye on my early-retirement fund, and HSBC lingering on as the old guard.
Which newsletter, podcast, or book do you recommend most?
Lenny’s Newsletter (growth gospel), The Twenty Minute VC (guilty as charged), Simon Sinek’s Start With Why (because sometimes you need a reminder).
What’s an underrated growth channel in fintech?
Partnerships. Find partners who share your values and ethos, and grow together.
What keeps you up at night?
Very little. I’m an Olympic-level sleeper. But if I am stressed (or sparking with ideas), I’ll end up dreaming about them.
What are the most useful measurement tools you use in your work?
GA4, Tracksuit, Profound and, if our CTO is reading, I still miss Looker.
What’s one fintech brand (other than your own) that’s getting marketing right?
Remitly. Their OOH campaigns are so personal and pointed they feel like they know your mum’s maiden name.
Why is marketing so hard?
Because everyone’s got an opinion, and our job is to trigger them. If people aren’t debating your work, it’s probably not working.