Recognized among the Top 20 Women in both Luxury and Business Disruption, Florence is a Technology Executive who has led digital transformation for notable brands globally.
Florence’s work sits at the intersection of innovation, systems design, and human behavior.
Her 20+ years of experience spans multiple industries and cultures – including beauty (Estée Lauder Companies), luxury fashion (Burberry), automotive (BMW), film (Lucasfilm), real estate & construction (Matterport, YCombinator W12), healthcare (Possible/Harvard), and hospitality/food (Le Cordon Bleu, Alinea) – in New York, Miami, Hong Kong, Los Angeles, the SF Bay Area, Nepal, Paris, and Chicago.​
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At Estee Lauder Companies, Florence served as Global Vice President of Technology Strategy & Operations and Chief of Staff to the CIO overseeing strategy, innovation and digital transformation while managing the operating rhythm of a 2,000 person organization.​ Prior to that, she was Regional CTO for the Americas at Burberry, having also led digital innovation across APAC markets to drive business growth and drive customer loyalty in China, Korea, and Japan.​
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Her most personal and powerful transformation, however, came not in the boardroom — but through a cancer diagnosis.
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Diagnosed with stage 4 breast cancer, Florence made a radical decision: to treat the disease not as a battle to survive, but as an invitation to reset how she was living. She rewired her life from the inside out — rewiring limiting beliefs, redefining success, and recalibrating her own internal system for healing, vitality, and deep fulfillment. In 4 months, she reached no evidence of disease and emerged with a new mission.
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Today, Florence is the co-founder and CEO of Becoming, a Human Performance Concierge that improves your quality of life by upgrading your personal operating system at the core.
Unlike wellness products that focus on adding habits or extending lifespan, Becoming goes upstream — addressing the hidden drivers of stress, burnout, and misalignment that degrade both health and happiness. Through its flagship Life Reset protocol, a precision-calibrated experience blending neuroscience and timeless practices, Becoming helps individuals upgrade the human behind the health — unlocking a life that is not just longer, but deeply lived.
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In her rare moments of pause, Florence can be found exploring remote forests and ancient cities, playing sports with more enthusiasm than skill, reading voraciously about longevity and the future of society, and writing poetry that tries to capture it all.
Humanity x Technology
What does it mean to be human in today's world?
As advancements in technology and science continue to accelerate the evolution of our world, I often reflect on what this means for our society and our everyday experience of life. What I find confounding is the concerning statistics around our mental and physical health, in spite of the fact that we benefit from living in the most prosperous time in history.
What I hope to do is help shift our relationship with technology and ourselves, in order to design the future we want to see.