Latin America. Elation has appointed Esteban De La Torre to the new position 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 position is simple: our customers expect the highest performing products in the industry, and we want to ensure that every luminaire that leaves our facility not only meets those expectations, but exceeds them," said Toby Velazquez, CEO of Elation.
The Product Performance Specialist acts as a critical technical and communication bridge between R+D, product management, and sales. This position is dedicated to rigorously testing new product concepts and production models according to the demanding technical requirements of Elation's key markets.
Esteban brings extensive experience to the role. He has served as Elation's Channel Market Manager since 2022, worked as a freelance designer and programmer for television, film, and live entertainment, and previously held various positions at Elation. His extensive technical experience and industry relationships in multiple markets make him uniquely qualified for the role.
"My main goal is to ensure that each new luminaire works exactly as our customers expect in real conditions," said Esteban. "As we expand our product line, it's important to have a dedicated booth that validates specifications, strengthens quality control, and ensures customer feedback translates into better products."
Esteban will also provide on-site and customer technical support, assist with initial product integration, gather feedback, and perform real-time diagnostic testing. It will also serve as a technical contact for new product concepts coming from customers and lighting designers.
Elation has made great strides in expanding its product line, raising the bar on innovation and entering new categories in recent years. With this growth comes the responsibility to deliver consistent, top-notch performance in every series. Velazquez adds: "This new position was created specifically to strengthen product performance. We achieve this by strengthening quality control, improving collaboration between departments, and ensuring that customer feedback translates into real improvements."
Esteban added: "I am excited as this role allows me to combine years of hands-on experience with a more focused impact on product performance and reliability. Elation is constantly pushing technology forward and raising industry standards, and I'm excited to help each luminaire reflect that."
