Robyn Peterson Durlin

• Redesigned the Black Friday Deals landing page to improve the shopping experience for the deal-seeking customer, resulting in a massive increase in sales year-over-year.

• Developed custom HTML and CSS code on high-performing landing pages to align with evolving marketing brand guidelines, filling in the gap between the out of the box capabilities of the SAP Hybris SmartEdit ecommerce platform and marketing objectives without a dedicated development team.

• Trained team members on editing and updating the custom code and collaborated to develop a code bank for future updates.

• Tested responsive design on 16+ device types to ensure that the custom code would provide the best experience across a wide range of devices. Modernized and templatized top level navigation landing pages and collection specific landing pages while maintaining high standards of design, contributing to a year-over-year increase in ecommerce sales every year.

• Designed and presented concepts for campaigns incorporating new trends and ways to elevate the look and feel of the brand for both Kay Jewelers and Kay Jewelers Outlet. Collaborated with copywriters, print designers, and the creative director on concepts for brand collection page refreshes, gift guides, educational landing pages, and the home page keeping the customer’s experience first.

• Presented scheduled content updates on a regular basis to leadership and marketing channel partners, working at times independently with minimal supervision managing multiple projects simultaneously with competing priorities. During the timeframe when email was the sole priority, an entire month’s worth of emails (30+) would be presented at once allowing a holistic overview of the email campaign for that month.

• Contributed to the major overhaul of the website to the SAP Hybris platform in 2019, helping to create launch content while maintaining the current content schedule, and learning a new CMS with HTML editing capabilities at the same time. Continually sought out ways to push the content layout capabilities within SmartEdit after launch without additional training to keep up with trends and best practices.

• Maintained a strict on-time delivery schedule of designing marketing emails a month at a time while simultaneously coding and testing daily sends.

• Anticipated the needs of other digital designers on the team and assisted with social media and display ads when workloads increased, or PTO was taken. During the COVID-19 shutdown, took on the Kay Outlet email and home page design in addition to current responsibilities due to half of the team being furloughed.

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• Designing and fabricating jewelry including soldering, basic jewelry bench skills, bezel setting sea glass in sterling/fine silver, cutting/drilling/grinding cold glass, and polishing; sourcing materials (including finding the natural sea/beach glass) and designing/developing product lines.

• Designing packaging and marketing materials, product photography, copy writing, developing the overall brand identity, running the online Etsy shop and corresponding independent website, and social media.

• Budgeting expenses, business taxes/accounting, filing sales tax reports in two different states, inventory management, restructuring from a sole proprietorship to an LLC, and competitive pricing analysis.

• Providing customer service, craft show booth design and construction, and logistics (fitting the booth in a vehicle and planning craft show schedule).