Tori Elstrom

Growth marketing leader specializing in developer tools, PLG, and technical GTM — with a track record of building acquisition engines from scratch and scaling them into measurable revenue. I operate at the intersection of marketing and product: I understand how developers think, how developer tools sell, and how to build the systems that connect the two.

Head of Growth Marketing at Depot (2025-01 – Present)

• Joined at $3M ARR. Built the growth engine — from attribution infrastructure to acquisition channels to lifecycle programs — that drove the business to $11.5M ARR and a path toward $30M.
• Grew monthly leads from 139 → 707 (5.1×) and paid customer acquisition from 34 → 137 (4×) within the first year, owning strategy and execution across a $1.3M annual budget.
• Led the go-to-market launch of Depot CI — a new product line expanding Depot beyond Docker builds into full CI/CD acceleration — including positioning, messaging, launch sequencing, and developer audience activation.
• Built a developer-focused PLG acquisition engine from scratch: technical content, creator and influencer programs, AI search visibility (ChatGPT, Claude, Perplexity, Kagi), lifecycle marketing, and community growth.
• Designed and built attribution and cohort analysis systems in PostHog to measure channel contribution, activation lift, and long-tail conversion — giving the company its first clear view of what was actually driving revenue.
• Led marketing strategy supporting Depot's expansion from self-serve PLG into enterprise, including repositioning, new audience targeting, and sales-assist content.

Senior Manager, Performance Revenue Marketing at Microblink (2022-01 – 2025-01)

Led growth marketing across enterprise and PLG motions for developer-facing identity and scanning products.

• Generated $1M in inbound pipeline in a single month through multi-channel technical product positioning campaigns.
• Improved marketing efficiency by 85% while scaling inbound pipeline through SEO, CRO, lifecycle optimization, and attribution modeling.
• Drove organic conversion improvements from 16.75% → 27.65% through technical SEO, experimentation, and user journey optimization.
• Built full-funnel attribution systems connecting product usage, inbound acquisition, and sales pipeline outcomes.

Senior Growth Marketing Manager at Ascent Conference (2021-01 – 2022-01)

Led growth campaigns and lifecycle marketing initiatives supporting SaaS and technology executive events.

• Executed email campaigns with 65% open rates across audiences exceeding 20,000 attendees.
• Partnered with C-level sponsors including G2, ZoomInfo, and Vidyard to drive event growth and sponsorship expansion.

Growth Manager at Revenue Zen (2020-01 – 2021-01)

• Improved lead retention by 65% and consistently exceeded monthly quota targets.
• Authored operational playbooks and SOPs for reporting, campaign execution, and process standardization.
• Led demand generation and conversion optimization initiatives for B2B SaaS clients.

Bachelor of Science (B.S.) in Communication Sciences and Disorders – Illinois State University