Florence studied Philosophy at Durham University and worked in brand and marketing for many years in the retail sector. She started her career the graduate development scheme at Co-op, rising to become Head of Corporate Brand at Morrisons Supermarkets.
She joined the cultural and museum sector in 2015 and worked at Eureka! The National Children’s Museum for 6 years before joining the Royal Armouries as Head of Marketing & Communications in March 2021.
As Director of Brand & Audiences she leads a talented team who are responsible for exhibitions and displays, digital, audience research, marketing, communications and publishing.