Florencia Rodriguez Medeyros

I've spent the last decade building and scaling D2C businesses — most of it in health tech, where trust, compliance and long consideration cycles make growth genuinely hard.

As Digital & D2C Lead at Elvie, the femtech brand behind the world's first silent wearable breast pump, I owned UK/EU direct-to-consumer sales, targets, budgets and P&Ls for six years — launching the D2C channel across Germany, Spain, Switzerland, Sweden and Denmark. Today I advise Flow Neuroscience, a medical device company treating depression at home, on D2C and growth.

My background spans agency and client side, start-ups and multi-million-pound budgets, with full-funnel expertise across brand and performance: PPC, paid social, affiliates, SEO, CRO and email.

• D2C & E-commerce Strategy

  Channel strategy, market launches, P&L ownership and the e-commerce projects and integrations that make direct-to-consumer work.

• Performance Marketing

  Planning, execution and optimisation of paid campaigns — Google Ads, Meta, TikTok, Pinterest, display and affiliates — towards revenue and ROI.

• Pixel & Conversion API Setup

  Meta Pixel, Conversions API, GA4 and Google Ads tracking set up properly for D2C health startups — accurate, privacy-compliant measurement in a restricted category.

• Growth & Full-Funnel Marketing

  Brand and performance working together: identifying the levers that actually move growth, then building the plan around them.

• Marketing Strategy & Fractional Leadership

  Strategic direction, budget ownership and hands-on leadership for teams that need senior marketing expertise without a full-time hire.

• SEM & SEO

  Search strategy across paid and organic — from account structure and bidding to the content and technical foundations that compound over time.

• CRO, Email & Retention

  Turning traffic into customers and customers into repeat buyers, using customer behaviour data from across the funnel.

1. 2025 — Present

   D2C & Growth Consultant · Flow Neuroscience

   Advising the health tech company behind the first medically approved at-home brain stimulation treatment for depression.

2. 2019 — 2025

   Digital & D2C Lead · Elvie

   Six years scaling the femtech brand's direct-to-consumer business — owning UK/EU sales targets, budgets and P&Ls, and launching D2C in five European markets.

3. 2014 — 2018

   Digital Marketing & Performance roles · Uruguay

   Built an in-house D2C marketing team at Indutop and ran performance campaigns at agencies Wild Fi and PIMOD for international brands including L'Oréal, Honda and Sura.

Diploma in Marketing Management, Universidad ORT Uruguay · BA in Communication Sciences, Universidad de la República