Growth · Developer tools · PLG & technical GTM

Tori Elstrom

I build growth engines for developer tools, from attribution and acquisition to lifecycle and revenue. I'm also the rare marketer who ships code, so I ship my own products on the side. I work where marketing meets product, and I move fast.

Email me Résumé (PDF) GitHub

By the numbers

$3M → $11.5MARR I helped drive at Depot
5.1×monthly developer trials (139 → 707)
~23%trial-to-paid conversion, held while volume 5×'d
$1Minbound pipeline in a single month (Microblink)
75paying customers for DropSync, in under a week
2iOS apps shipped solo, product to growth

Experience

Depot · Head of Growth Marketing 2025 · Remote

Developer infrastructure (Docker build + CI/CD acceleration). Joined at $3M ARR.

  • Built the growth engine from scratch and helped drive the business to $11.5M ARR, owning a $1.3M annual budget.
  • Grew monthly developer trials 5.1× (139 → 707) while holding trial-to-paid conversion around 23%, so paid customers still scaled 4× (34 → 137).
  • Led the GTM launch of Depot CI; built the PLG acquisition engine (technical content, developer marketing, creator programs, AI-search/GEO, lifecycle).
  • Built attribution and cohort analysis in PostHog, the company's first clear view of what actually drove revenue.
Microblink · Senior Manager, Performance Revenue Marketing 2022–2025 · Remote
  • Generated $1M inbound pipeline in a single month through technical product-positioning campaigns.
  • Improved marketing efficiency 85%; lifted organic conversion from 16.75% to 27.65% via technical SEO and CRO.
  • Built full-funnel attribution connecting product usage, acquisition, and sales pipeline.
Ascent Conference · Senior Growth Marketing Manager 2021–2022 · Remote
  • Email campaigns at 65% open rates across 20,000+ attendees; partnered with C-level sponsors (G2, ZoomInfo, Vidyard).
Revenue Zen · Growth Manager 2020–2021 · Remote
  • Improved lead retention 65% and beat quota consistently; authored reporting and campaign playbooks.

Things I've built

Real products, shipped end to end: product, engineering, and growth.

DropSync

Pokémon drop-timing tool

Idea to 75 paying customers in under a week. A live drop calendar plus a millisecond-accurate refresh "sniper" Chrome extension, with accounts and Stripe billing.

Chrome MV3 · Cloudflare Workers / KV / D1 · Stripe

dropsync.chasedex.com

ChaseDex

Pokémon TCG collection tracker

An iOS app (live on the App Store), an SEO/affiliate website, and a daily data pipeline that powers both.

React Native/Expo · Cloudflare Workers + R2 · PostHog

chasedex.com · App Store

SmartHair

AI hair-care iOS app

Personalized AI recommendations with subscription billing, shipped solo from product through growth.

React Native/Expo · RevenueCat · custom AI

trysmarthair.com

Finish classifier

Vision-LLM + AI observability

A card-finish classifier instrumented end-to-end in PostHog AI observability, with evals against real labeled data and a full GTM teardown. Built as a working "show, don't tell."

TypeScript · Claude vision · PostHog · evals

github.com/torielstrom/hire-tori

What I do

Growth & GTM: PLG acquisition · developer marketing · technical content · lifecycle & activation · demand gen · creator/influencer programs · AI search visibility (GEO/AEO)

Analytics: full-funnel attribution · cohort analysis · PostHog · HubSpot · A/B testing · CRO

Technical: JavaScript · Python · GitHub/APIs/CLI · AI-assisted development · shipped iOS apps

Let's talk

I'm open to growth and marketing roles at developer-tools and technical startups.

torielstrom@gmail.com Résumé (PDF)