Shantelle P. Dedicke

President & Chief Creative Officer, Frances Roy Agency

Shantelle Dedicke is the founder of Frances Roy Agency, established in 2016 after a successful career in hospitality management and destination marketing. Known for her ability to uncover and elevate a brand’s authentic identity, she leads her agency with a philosophy rooted in family values and creative purpose. Her leadership extends into community service through roles with Rotary District 6940, the Rotary Club of Destin, the Mattie Kelly Arts Foundation, and the Niceville Senior Center Foundation. Dedicke’s work blends strategy, creativity, and service to strengthen the cultural and economic vitality of her region.

Describe a defining moment or achievement in your career.

Starting Frances Roy changed everything. It was the first time I stepped fully into my own vision and created a place where strategy and soul could work together. Seeing our team grow into a community of people who care deeply about their craft and each other is the achievement I’m most proud of. We built something that feels real and lasting.

How do you define success?

Success is alignment. When my values, time, and energy all align, life feels clear. For me, success is that quiet assurance that I’m doing meaningful work without losing myself in the process.

What motivates you? 

Freedom motivates me—the freedom to create, to choose the work, and to lead from a position of trust rather than control.

Tell us about a time when you were met with a crossroads decision. How did you face that?

Several years into the agency, I had to decide between growing fast or growing right. It was tempting to take every opportunity, but I knew that kind of growth could dilute what we’d built. I chose focus over expansion and alignment over speed.
It wasn’t the easiest decision, but it preserved our culture and defined our future.

What advice do you wish you’d been given before entering your industry? 

Do not mistake motion for progress. You can be busy all day and still move away from your purpose. Make time for strategy, reflection, and rest.

What advice do you have for young women pursuing their careers? 

Give yourself grace in the in-between. The path won’t always be clear, and that’s okay. The in-between is where you learn who you are, what you stand for, and how you want to lead. Do not rush to arrive; growth takes shape in the quiet middle spaces between opportunities, not just at the milestones.