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Tree of Life Appoints New Executive Vice President of Channel Strategy

January 11, 2021 News

Tree of Life Bookstores (TOL) is excited to announce the hiring of Ross Craycraft as Executive Vice President of Channel Strategy.

“We are thrilled to have Ross on the TOL and Textbook Butler team,” said Darren Campbell, Chief Executive Officer of TOL. “His expertise in the industry will help us further our mission of driving affordability and access for all students before the first day of class.”

For over a decade, TOL has been partnering with institutions to provide its flagship subscription based program for course materials called Textbook Butler. Textbook Butler provides all of the required course materials, for all students in their preferred format, delivered before the first day of classes, for one low cost.  All of your materials. None of the hassle. Ross will be responsible for partnering with content, technology, and service providers to drive affordability and access for students, ensuring students get the content they need, and providers realize the value of the TOL partnership.

Prior to joining TOL, Ross had a successful role as Director of Channels & Strategic Partnerships at VitalSource, leading a team providing technology to deliver and manage content for inclusive and equitable access models for enterprise institutional partners. Prior to joining VitalSource, Ross led sales at OPM providers, and began his career in the industry at Pearson Education, where he was a consistent top sales performer and rookie of the year, while completing his Masters of Education Technology degree from Boise State University.  

“I am beyond excited to be joining the TOL team,” Craycraft commented. “I have dedicated my career to helping improve education by delivering affordable education technology, content, and services that allow institutions to focus on teaching, learning, and student success, giving institutions the peace of mind students will have the tools they need to succeed. TOL has been delivering a model focused on that same goal for over 20 years. There is no organization in our industry with more experience in delivering full service equitable access (Textbook Butler), so I am really looking forward to bringing my experience and knowledge to the team to increase our value and offering for current and future customers and partners.”

About Tree of Life Bookstores

TOL, headquartered in Marion, Indiana, is a privately held company that has served campuses from coast to coast for more than 20 years. Through original thinking, unique solutions, and relevant products, TOL strives to transform the student experience, impact graduation rates, and contribute to the financial health of our partner schools. TOL provides innovative course material auto-fulfillment services through Textbook Butler; ensuring every student has all of their course materials at an affordable price before the first day of class. For more information, visit

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