I was born in Italy, in the Tuscan hills, and my journey into technology began in industrial automation in my twenties. That work took me across Europe and as far as South Africa, hands-on solving engineering challenges on-site. I spent time in Copenhagen working on the Metro project, lived in Genoa for nearly five years while working for Siemens SpA (Manufactory Execution Systems), including a stint in Belgium, before eventually settling in the UK in 2010. Here I took on a Technical Team Leader role at a software house near London, guiding teams in delivering enterprise-grade systems for facility management.
In 2014, I founded fluo (then Strillobyte) with the vision of creating a tech company that blends purpose, innovation, and hands-on problem-solving. My expertise spans solution architecture, software design, and product ownership, with a strong focus on building scalable, high-impact digital solutions. Over the years, I’ve worked on all sorts of projects, from large-scale enterprise software for global brands like Toyota to IoT embedded systems, including a motorcycle tracker and diagnostics device (currently in production).
I believe that technology should empower, not just optimise, which is why I’m passionate about building solutions that create tangible value. Whether it’s designing APIs, micro-services, or full-fledged applications, I thrive on solving new problems.
When I’m not knee-deep in code or with clients, you’ll probably find me riding my motorbike (and occasionally race with moderate success), mentoring our apprentices or exploring new ways to make tech more accessible and impactful. I speak fluent “tech” (think RESTful, TDD, DDD, and all the acronyms around and in between), but at the core, I’m a problem solver. I love collaborating with clients who share our vision for meaningful innovation, and I’m always up for a conversation about how technology can drive change.
I’m a content creator specialising in graphic design, with strong capabilities in animation and video editing. Proficient in the Adobe Creative Suite, I use tools like Illustrator, Photoshop, InDesign, Premiere, and After Effects to produce captivating visual content. Since 2020, I’ve been exploring the fascinating world of AI in the creative industry. I’ve experimented with AI tools to produce visual work, pushing the boundaries of traditional design and animation.
Outside of work, I channel my creativity into personal graphic design projects that keep my skills sharp and my ideas fresh. I enjoy leisurely strolls around the city, and am actively studying Japanese.
My tastes are eclectic: I’m not fussy about food but do have a soft spot for the classic comfort of fish and chips. When it comes to reading, I gravitate towards non-fiction, seeking to continuously expand my knowledge. My film preferences lean towards the beautifully crafted animations of Studio Ghibli, with “Howl’s Moving Castle” being a personal favourite.
I’m a creative marketer with a passion for digital innovation. Armed with A-Levels & a range of Art & marketing qualifications, I specialise in multi-channel marketing, AI, & crafting strategies that combine creativity with data-driven insights to make an impact in business.
When I’m not strategising campaigns, I’m in the dojo as a Black Belt First Degree mixed Martial Arts (MMA) instructor, teaching weekly classes & coaching fighters of all ages. My experience as a Centre Referee & Coach on competition days sharpens my ability to lead with focus, discipline, & teamwork – Skills I bring to any projects.
Acting is another creative outlet for me. Under my stage name “Rose”, I’ve taken on many lead roles in films, commercials & theatre. I love the challenge of stepping into new characters & bringing fresh perspectives – I’m always eager to explore the next acting adventure.
I’ve also embarked on a journey into Forex trading, which has sharpened my analytical thinking & taught me how to thrive in fast-paced, dynamic environments. It’s an exciting side-hustle that keeps my problem-solving skills on point.
I’m an energetic and dedicated software developer, my main focus is on front-end development and creating seamless user experiences, blending creativity with emerging technologies. I’m skilled in JavaScript, Python, HTML, CSS, and SQL, and love diving into object-oriented programming concepts.
In my free time, I’m passionate about travelling, constantly exploring new places and soaking in different cultures. I also have a deep love for languages, speaking Italian, English, and Spanish fluently, with plans to learn more! When I’m not on the move, you’ll find me binge-watching shows (yes, Breaking Bad still tops the list), cooking up new recipes, or reading up on tech, business, and finance news.
When it comes to food, being Italian means I have a soft spot for any cuisine from my homeland, but I’m always open to trying new dishes wherever I travel. Though I’m not much of a reader, A Fortune-teller Told Me by Tiziano Terzani is a book that has stuck with me, likely because of my love for Asia. As for where I’d love to live? Anywhere sunny, with 30-degree weather, delicious food, and great people for most of the year!
An active lifestyle enthusiast, I enjoy challenging myself through gym workouts and marathons, finding energy in both the intensity and discipline they bring.
My soul food is a comforting plate of dal tadka and rice, a simple yet beloved meal.
I have a passion for thought-provoking literature, with The Palace of Illusions as a favourite that offers a unique retelling of mythic tales.
My go-to podcast is hosted by Nikhil Kamath, where deep conversations about entrepreneurship and personal growth always inspire me.
In the late 80’s, a friend of Madelyn’s quipped to her after she threw some rubbish in a bin, “Out of sight, out of mind!”
That gave her pause for thought — and she often thinks back to his comment almost four decades later.
In the meantime, she graduated from Brown University with a double major in Visual Arts and with honours in Art History, lived and worked in Italy, and moved to the UK in 2000. In her working life, Madelyn has always focused on business objectives, be it connecting strategy with creativity in branding and design, or building the business case for sustainability.
Grain (and a previous incarnation of it) has been a member of 1% for the Planet since 2008, donating 1% of revenue to environmental charities. Madelyn serves on the 1% for the Planet Board as well as on its UK & Ireland Steering Committee.
Madelyn believes that businesses need to play a key role in creating an equitable and safe world and must take responsibility for their activities. Her background is in branding and communications, working with a variety of purpose-led brands over the years. She shifted her focus wholly to sustainability after studying Business Sustainability Management at the Cambridge Institute for Sustainability Leadership in 2020.
You may have spied Madelyn on BBC News and BBC World, commenting on branding, business, and communications, and she lectures on sustainable fashion at the University of East London. She holds a BA from Brown University and speaks Italian fluently. In 2019 she received an honorary MBA from the University of West London’s Claude Littner Business School.
She is a published author and has written a short story collection that links memoir with her family history of Chinese and Eastern European Jewish immigrants who converged in California.
Elena is an accomplished leader dedicated to supporting innovation, collaboration, and social equity within the creative and entrepreneurial sectors.
As General Manager of Creative Works, (Big Creative Community) she has spearheaded initiatives such as the Creative Connect Programme, a grant-funded effort to expand opportunities for underrepresented groups in the creative industries.
Previously, as Managing Director of OuiShare UK, Elena played a pivotal role in shaping the global think tank’s influence in the Sharing Economy. She co-developed strategic business initiatives, produced innovative content – such as the OuiShare Podcast Radio in 2015, well before podcasts became mainstream – and orchestrated impactful live and online events that strengthened global collaboration. Passionate about purpose-driven innovation, Elena excels at building strategic partnerships, inspiring trust, and transforming visionary ideas into tangible outcomes. Whether advancing social enterprises through automation or designing collaborative programs for social change, her work is rooted in creating meaningful impact.
Beyond her professional achievements, Elena has a unique background in coaching, having spent over 12 years as a swimming coach, training more than 1,000 individuals from infants to seniors. Starting on her 18th birthday, this experience honed her ability to manage diverse teams, foster trust, and adapt to unexpected challenges. Notably, she was among the youngest coaches to lead a Swimming Club Masters team to a top-five European ranking in 2012. She also competed in rescue swimming competitions as part of her hometown’s Firefighters’ Swimming Team in Italy.
