Emil Shelestov
About Me
I build products people enjoy using —
and businesses can depend on
I'm a product manager with 8+ years of experience turning messy, complex problems into clear, usable digital experiences.
Over the past several years at Total Wine & More, my work has spanned content and commerce experiences, loyalty and personalization, fulfillment, and customer care systems — with a consistent focus on making complex ecosystems feel intuitive, scalable, and effortless for both customers and internal teams.
I've worked across both B2B and consumer products, from internal platforms used by Fortune 100 teams to high-traffic digital experiences serving millions of customers.
I'm metrics-driven, design-curious, and constantly exploring new tools, workflows, and ideas. I don't pretend to have everything figured out, but I'm very good at figuring things out.
You can explore some of my work below. If you'd like to connect, feel free to reach out.
Data-Driven
Every decision backed by metrics
User-Centric
Deep customer empathy
Results-Focused
Measurable business impact
Experience
8+ years of building
From B2B SaaS to consumer eCommerce, I've led products that scale
Leading eCommerce products at national scale
I lead a portfolio of high-traffic eCommerce experiences and platform capabilities reaching millions of customer sessions each quarter — spanning content, loyalty, personalization, payments, customer care, and fulfillment.
My work increasingly sits where customer experience, complex business operations, and technology intersect — translating that complexity into products and platforms that work simply for customers and the teams that serve them.
Modernizing without disruption
LOYALTY
Led product delivery for a major digital loyalty modernization — migrating customer accounts from Oracle CE to Talon.One across an ecosystem of 11+ systems and expanding from one program to six configurable programs.
18M+ accounts migrated
OMS & FULFILLMENT
Took over product delivery for a complex Kibo OMS and customer care transformation — rebuilding the remaining roadmap across fulfillment, payments, fraud, compliance, delivery, and enterprise data integrations.
300+ stores · Big-bang cutover planned
CONTENT PLATFORM
Took ownership of the SAP WCMS to Bloomreach Experience Manager migration midway through delivery — completing the legacy transition while expanding content capabilities, increasing business self-service, and maintaining continuity through rollout.
Legacy CMS fully retired
How I lead
Drive execution across concurrent delivery teams — aligning engineering, design, analytics, marketing, stores, customer care, operations, and platform partners around shared outcomes.
Define product, data, and integration requirements across the eCommerce ecosystem — connecting customer experiences with inventory, payments, reporting, marketplaces, accounting, and store fulfillment.
Use experimentation and analytics to continuously improve after launch — treating every release as a starting point, not a finish line.
Juniata College
Bachelor of Arts in Communication and Media Studies, 2013
Where it all began
How I Approach Product
Three Principles I Build By
The principles that shape how I build products, lead initiatives, and make decisions.
01
Make Complexity Invisible
The best digital experiences hide operational complexity behind intuitive interactions. Whether modernizing commerce platforms, loyalty systems, or fulfillment workflows, I focus on reducing friction for both customers and internal teams.
02
Start With Real Behavior
I use experimentation, analytics, and behavioral insights to guide product decisions. Assumptions are useful starting points, but real customer behavior is what shapes successful experiences.
03
Modernize Without Disruption
Large platforms rarely get rebuilt from scratch. I believe in phased modernization that reduces operational risk while creating space for scalability, experimentation, and long-term evolution.
Swipe to explore all principles
Get In Touch
Let's Build Something Great
I'm always interested in hearing about new product challenges and collaboration opportunities