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Deputy appoints new CEO Silvija Martincevic to supercharge global growth

Deputy appoints new CEO Silvija Martincevic to supercharge global growth

Silvija brings with her experience scaling global technology companies into billion dollar public companies

LONDON - 8 February, 2023 - Deputy, the shift management platform, today announced the appointment of its new Chief Executive Officer, Silvija Martincevic, to scale the business as it reaches a milestone of serving 330,000 workplaces and 1.3 million shift workers globally.

In the UK and EMEA, Deputy has experienced 90% growth in its users since January 2020, despite the unforeseen impact of the Covid pandemic on hospitality and retail – two of its three key customer industries, along with care. Customers include Gymshark, Deliveroo, Jaguar Land Rover, Honest Burgers, IHG Hotels & Resorts and HC-One, Britain’s largest care home operator.

Martincevic, former London-based CMO and COO at Groupon, succeeds Deputy co-founder Ashik Ahmed as Chief Executive Officer. Raised by a family of shift workers and an immigrant herself, Martincevic understands first-hand the challenges facing the shift work community. Martincevic is passionate about building companies, growing high-performing teams and helping underserved communities to thrive through technology. 

“Deputy has earned a strong reputation internationally and in the UK for product innovation in simplifying shift work. With its global footprint, 14 years of deep knowledge and accumulated workforce data, and a mission-driven approach, Deputy is best positioned to build a bright future for the world’s 2.7 billion shift workers – two thirds of the world’s working population,” said Martincevic.

“Trusted brands choose Deputy to communicate with, schedule, and create a more flexible and transparent workplace for their employees. I am proud to be Deputy’s new CEO, and I’m excited to work with our passionate team to improve the lives of millions of hourly workers and bring thriving workplaces to every community.”

Joining Deputy with previous experience as a CEO, COO and Founder in e-commerce and fintech startups, Martincevic brings over two decades of experience building, growing and scaling global teams. From her time at Groupon, she gained international experience leading a team of over a thousand with revenue of $1bn across 14 countries, and at Affirm she grew the merchant network from approximately 5,000 to more than 200,000 retailers representing nearly 60% of U.S. e-commerce, and grew revenue to over $1bn. 

David Kelly, General Manager for UK and EMEA at Deputy said: “This appointment will really accelerate our growth, and cement our position as technology trusted by thousands of small and large businesses employing shift workers, whilst maintaining the strong values and mission we have as a business. When you marry Silvija’s ambition, ability and leadership with our people-centred, design-led product and engineering foundations, we’re in a really good position to help managers and their staff to create thriving workplaces where they can do their best work.”

Ashik Ahmed co-founded Deputy in 2008 and led the company through extensive international growth. He will transition out of the day-to-day operations and join Deputy’s Board of Directors where he will play an advisory role to ensure Martincevic’s transition is seamless as she assumes her global responsibilities.

About Silvija Martincevic

Silvija Martincevic is an experienced global executive with a strong track record of building and scaling global businesses and teams. Most recently as Chief Commercial Officer at Affirm Inc, a fintech company based in San Francisco, Silvija grew Affirm’s merchant and partner portfolio from approximately 5,000 to more than 200,000 retailers and brands, representing ~60% of U.S. e-commerce, and including brands like Walmart, Amazon, Target, Expedia, and more. Prior to Affirm, Silvija led Groupon’s International business across Europe, Asia and Australia as Chief Operating Officer and Chief Marketing Officer. Silvija also spent 10 years in the investment management industry, as a founder and investor in socially-responsible, female and minority-owned businesses. Silvija currently sits on the boards of Lemonade and  

Silvija received an MBA degree in Econometrics and Statistics from the Booth School of Business at The University of Chicago, and a BA in Economics from Beloit College.

About Deputy

Deputy is on a mission to Simplify Shift Work™ in every community. Deputy's leading software solution streamlines communication, scheduling, tasks, and timesheets for millions of workers and businesses worldwide. More than 330,000 workplaces and 1.3 million shift workers use Deputy daily in over 100 countries. Deputy empowers businesses with the tools and insights to simplify compliance and build a thriving workplace.

Visit, or find us on TwitterFacebook, the App Store or Google Play for more information.




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