Elton, who has been made a partner at Greycroft, spent more than six years with Canada’s iNovia concentrating on investments in digital media, e-commerce, enterprise software and financial software.
Greycroft said he would continue to focus on those areas from their New York operation, which will see him work alongside managing partners and founders Alan Patricof and Ian Sigalow.
Elton said, “I am thrilled to be joining the Greycroft team and supporting the New York office.
“I have spent about 50 per cent of my time working in NYC over the past few years, so it will be nice to have my home base there.
“Also, my biggest successes have been in LA and New York, which are the two markets that Greycroft is focused on, so I’m excited for them to be my focal points as well.”
Elton co-invested with Greycroft on eight deals after joining in April 2007, starting with Collective.
Three of those – Babble, Vizu and OggiFinogi had successful exits, a statement from Greycroft said.
Elton began his career at private investment firm Veronis Suhler Stevenson, which targets investments in education, information, media, marketing and business services.
The move is the second time in four months Greycroft has grabbed a new partner directly from a competing venture firm.
In May the GP hired Mark Terbeek from MK Capital after more than ten years at the firm.
Terbeek, who has been made a partner at Greycroft, had been with MK since September 2002 and held board directorships at companies including Machinima, Netuitive and AwesomenessTV.
Greycroft said Terbeek will work out of the LA office alongside co-founder and fellow partner Dana Settle, and will focus on investments in digital media with an emphasis on online video.
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