25.11.2025 | Elation Appoints Esteban De La Torre as Product Performance Specialist

Elation is pleased to announce that Esteban De La Torre will assume the newly created role of Product Performance Specialist, a position designed to further strengthen the company's commitment to innovation, quality, and customer satisfaction.

"The purpose of creating this role is simple: our customers expect the highest-performing products in the industry, and we want to ensure that every fixture leaving our doors not only meets those expectations but exceeds them," said Elation CEO Toby Velazquez.

The Product Performance Specialist acts as a critical technical and communications bridge between R&D, product management, and sales. The role is dedicated to rigorously testing new product concepts and production models against the demanding technical requirements of Elation's key markets.

"The Product Performance Specialist provides the technical intelligence required by all three teams to ensure successful, reliable, and market-ready products," Velazquez added. "Esteban's deep technical knowledge, industry experience, and passion for lighting were major factors in selecting him for this role."

Esteban brings extensive experience to the position. He has served as an Elation Channel Market Manager since 2022, worked as a freelance designer and programmer for TV, film, and live performance, and previously held various roles within Elation. His broad technical expertise and industry relationships across multiple markets make him uniquely qualified for the position.

"My main focus is to make sure every new fixture performs exactly the way our customers expect it to in real-world conditions," Esteban commented. "As we expand our product line, it's important to have a dedicated position that validates specifications, strengthens quality control, and ensures customer feedback translates into better products."

Esteban will also provide field and customer support, assist with early-stage product integration, gather feedback, and perform real-time diagnostic testing. He will also serve as a technical contact for new product concepts originating from customers and lighting designers.

Elation has made great strides expanding its product line, raising the bar on innovation, and entering new categories in recent years. With that growth comes the responsibility to deliver consistent, top-tier performance across every series. Velazquez elaborates, "This new role was specifically established to strengthen product performance. We do that by tightening quality control, improving cross-department collaboration, and ensuring that customer feedback is translated into real improvements."

Esteban added, "I'm excited as this role lets me bring together years of hands-on experience with a more focused impact on product performance and reliability. Elation is constantly pushing technology and raising industry standards, and I'm happy to help make sure every fixture reflects that."

Esteban will begin in his new role on December 1, 2025.