Melissa Esquivel Email and Phone Number

-Develop product road map and business cases for the 1,500 B2C eFollett.com (#78 on Internet Retailer 2015 Top 500 List) bookstore websites, representing over $300 million in annual gross sales.-Coordinate with internal and external stakeholders, utilize expertise in IT systems, market data, and analytics to develop business requirements.-Partner with development, QA, eCommerce operations, and 3rd party vendors to bring the new features to market. -Measure performance of new product features across the desktop, mobile, and tablet bookstore website experiences.Highlights:-Owner of mobile and tablet road map and revenue responsibility, representing over $30 million in annual gross sales. Mobile platform saw 68% growth in revenue over prior year. Manage budget and relationship with 3rd party vendor for the mobile and tablet platforms. -Managed $1.5 million capital project that improved the student experience of consuming Financial Aid for online purchases. Led cross functional product team through requirements definition, QA, launch, and marketing and communications plan. -One of eight associates hand selected by Executive Leadership to participate in a year long task force to increase revenue for a key business line for the organization.-Presented overview of recent multi-million dollar investment and upgrades on eFollett.com at 2015 Follett annual shareholder meeting.

-Managed product backlog: evaluated and prioritized enhancements and defects utilizing site analytics, areas of impact, consumer needs, industry trends, and competitive forces.-Partnered with Product, Marketing, eCommerce Operations, Customer Service, and Field to present upcoming product enhancements, gather feedback and brainstorm future road map additions.Highlights Include:-Owner of several project tracks within $13.5 million eCommerce UI Redesign and Platform Upgrade. Lead requirement discussions, ensured delivery met requirements before launch. Created and executed a comprehensive communication, training, and marketing plan which spanned Commerce operations, field management, sales, campus partners, and customers.-Owner of $1.6 million capital project to redesign the online checkout experience to add guest checkout and reduce steps for completion.

Managed website marketing and backend operations for 250+ efollett.com bookstore sites.Coordinated efollett.com online marketing with Merchandising team, IT, Follett Retail Stores, and digital marketing agency.Led execution of merchandising and promotions on 900+ Follett managed bookstore websites.Developed online marketing plan for key events- back to school, NCAA sports, holiday, and graduation resulting in 19% increase in general merchandise revenue.Executed paid search strategy including keyword research, ad copy, and display creative for eFollett.com stores resulting in $14.4 million in revenue at 26.3 ROI in last fiscal year.

Coordinated flow of over 50,000 product images from stores, GM vendors, and catalog agency.Edited and loaded digital images for 900 eFollett Campus Shops and online catalogs using Photoshop.Optimized product names, descriptions, and category names to increase Google search engine rankings for eFollett store websites.QA tested online catalogs for accuracy in product attributes, correct links, and made corrections.

Developed and wrote copy for monthly HTML e-newsletters and e-fliers that were delivered to HawkShop.com subscribers. Evaluated and reported monthly sales promotions and advertisements using Google Analytics. Created and tested ad copy and keywords for Google Adwords account. Collaborated with graphic designer on homepage banners for HawkShop.com.