At Aveda, Robyn developed a comprehensive site optimization playbook for regional markets to address performance challenges and drive growth in emerging markets like Greece and Mexico. She conducted extensive analysis of high-performing markets, identifying best practices in UX/UI design, content strategy, site merchandising, and customer journey optimization. Robyn then created a scalable framework with actionable guidelines, testing protocols, and implementation roadmaps that regional teams could adapt to their local markets. She collaborated with cross-functional stakeholders to pilot the playbook, providing hands-on support and iterating based on performance data. The strategic playbook became a transformational resource, increasing conversion rates by 122%, time on site by 133%, and reducing bounce rate by 48% across regional markets—establishing repeatable processes that enabled consistent performance improvements globally.

At Aveda, Robyn drove the complete digital sales execution for major hero product reformulations, including Be Curly Advanced™ and Invati Ultra Advanced™. She developed comprehensive launch strategies spanning content creation, site merchandising, customer journey mapping, and CRM integration across global markets.

Robyn coordinated with product marketing, creative teams, and regional stakeholders to craft compelling brand narratives, optimize product pages with conversion-focused content, and implement targeted email campaigns. She leveraged data analytics and A/B testing to refine messaging and user experience throughout the launch period. The strategic digital execution generated over $60M in combined online revenue through optimized customer experiences, achieving 100% successful campaign delivery rate and establishing best practices for future product launches across the global organization.

At Aveda, Robyn identified a critical conversion challenge where the hero product collection landing page had high bounce rates and low engagement, particularly among new customers from paid search campaigns. Rather than replacing the existing page, she developed an A/B testing strategy with an alternate page structure optimized specifically for customer acquisition.

Robyn restructured content hierarchy to lead with education and benefits, incorporated step-by-step process content, how-to videos, animated GIFs, and before-and-after imagery while updating SEO-targeted keywords to align with paid campaigns. After three months of testing, the conversion-focused page overachieved conversion rate goals by 28%, increased engagement by 50%, and reduced bounce rate by 30%. This new template became the standard for all collection landing pages, driving similar performance improvements across the entire product portfolio.