Robbie Kellman Baxter

Peninsula Strategies

We help organizations build forever transactions with the people they serve. This forever transaction is the secret to predictable, recurring revenue, higher corporate valuations and deeper, more meaningful relationships. We've worked with some of the most well-regarded brands in the world, including Netflix, Microsoft and the Wall Street Journal, as well as with visionary start-up entrepreneurs and mission-driven nonprofits & associations. You can read more about our clients' results here: https://robbiekellmanbaxter.com/clients/

Founder, Peninsula Strategies

Strava

Advisory Board Member

LinkedIn

I've authored and facilitated 10 courses, including Value Creation, Brand Building, Membership, Networking, Customer Success, Service Orientation, Business Development and B2B Sales. See the full list here: https://www.linkedin.com/learning/instructors/robbie-kellman-baxter?u=2125562

Instructor 

For over two decades, I have been helping organizations leverage subscription pricing, digital communities, and freemium models to build deeper relationships with their customers and generate predictable recurring revenue. I am the founder of Peninsula Strategies, a consulting firm that has worked with some of the most well-regarded brands in the world, such as Netflix, Microsoft, and the Wall Street Journal, as well as with visionary start-up entrepreneurs and mission-driven nonprofits and associations.

I am also an advisor, a speaker, an educator, and an author. I serve on the advisory board of Strava, a social network for athletes, and I share my insights and expertise on subscription and membership models through keynote speeches, podcasts, and LinkedIn Learning courses. I have written two books, The Membership Economy and The Forever Transaction, that anticipated and defined the massive transformation from ownership to membership and the rise of subscription pricing. My passion is to help organizations create forever transactions with the people they serve and achieve long-term growth and sustainability.

Data Ramp

Responsible for GTM strategy development and full-funnel growth initiatives. Introducing modern marketing approaches, tooling, and strategic business development. Shaping and executing go-to-market with direct sales, channel partners, and customer success teams. Developing and elevating the brand posture and value proposition to engage Fortune 500 enterprise buyers with our leading data preparation service. Building and posturing an invisible upstart brand with a landing page into a credible presence that earns attention, resonates in the marketplace, and delivers on the Data Ramp mission. Developed the clear vision and WIN strategy to guide the business forward with vision and focus.

VP, Growth & Business Development

Humalogy.ai

Humalogy.ai empowers small business owners with the capabilities of generative AI to grow their businesses. A low-cost, time-saving suite of integrated tools, Humalogy is helping our community to create and publish smart content across social and email channels, identify and develop new leads, and close business - while leaving plenty of time to do what they love.

Advisor - Marketing / Growth

ROI·DNA

Building a team of client-centric engagement leaders in the delivery of integrated digital marketing capabilities to B2B SaaS technology companies.

Head, Client Services

Professional Services | Financial | Retail | Energy

Co-founder and head of growth and development for Ride to Read, a fundraising and awareness development initiative to support Reading Connections, a nationally-recognized NFP providing adult and family literacy services in Guilford County and wider North Carolina. Creative strategy and visual identity development, marketing, individual and corporate donor engagement. Heading into third-year activities, we are establishing a valuable fundraising and awareness asset and contributor to the agency's long-term success. 

Working with a leading national scholarship and leadership development NFP to develop the framework for a strategic marketing organization and operating model development to support the organization's growth and impact plans with a diverse group of customers and constituent types.

Also, providing ongoing marketing consulting to Equigas, Inc., a leading industrial gas products equipment provider in the energy sector.

Marketing Leader | NFP Business Development

Harte Hanks

Led a global 200+ person team across integrated marketing practice areas serving Fortune 500 clients with world-class strategic marketing services across B2C and B2B in CRM, direct, digital, social. Executive Management Committee member. Successful in business transformation, leading the team during the pandemic of 2020, improving efficiency, client retention and profitability, and established growth and expansion of services into 2021. Developed the Enterprise 50 Growth practice with strategic account planning and coordination across company operating units to deepen engagements with key accounts. Also, leader of company's "Let's Stand for Equality" committee and DEI commitment.

Major client engagements with: Bank of America, Nationwide, Cisco, Xerox, Dell Technologies.

Managing Director & Chief Client Officer | Marketing Services: CX, Digital, Direct, CRM

Chief Client Officer

Expanded role and assignment to oversee the strategy team.

SVP, Client & Strategy

Executive team member and client service leader in Agency Marketing Services

Senior Vice President - Client Partnership

Empathy/CX LLC - www.empathycx.com

Established and operated a private practice to advise and consult enterprise clients in marketing program strategy development. Worked with a variety of clients, from a social giving mobile start up to a Fortune 500 financial services provider and leading Canadian energy company. Developed marketing strategies, along with operating model frameworks to enable efficient and effective customer marketing.

Central to informing the work was my belief that the customer-centric crafted combination of empathy (insight) and usefulness (utility) - driven by innovative marketing technology - makes for great customer experiences that create value.

Client engagements: TIAA, Irving Oil, Equigas, Inc., Chestnut Hill Technologies

Independent Consultant

Pace Communications

Client Practice leader and executive team member, with financial and operating accountability over enterprise accounts. Led strategic development of integrated, multi-channel creative content marketing solutions -- encompassing branded content, loyalty, CRM and digital best practices to support client business and audience objectives.

Major client engagements: USAA, Wells Fargo Bank, Wells Fargo Advisors, Wells Fargo Private Client, Walmart, AAA Auto Club (Midwest & FL), Argo Insurance.

With the strategic leadership of President, Craig Waller, my colleagues and I transformed a legacy publishing company into a contemporary, digital forward agency. We ascended the heights and championed the power of content marketing and our industry. Together we earned the Content Marketing Institute's Agency of the Year twice in the span of five years (2012-2016) and were annual finalists.

I developed and formalized the Client Practice and was responsible for executive sponsor relationship development and achievement of agency retention and growth objectives at the portfolio level.

Senior Vice President - Client Practice Leader

Meredith Corporation

Client Services portfolio leader. Led multi-functional client teams in the development and delivery of strategic CRM and content marketing programs. Working with discipline leads across creative, account services, strategy/planning, and agency specialists in digital, mobile, social, and analytics, was accountable to client leadership for excellence in Meredith's delivery. Achieved consistent year over year portfolio growth in key financial metrics and strategic relationship development.

Major client engagements in financial services and retail: Principal Financial Group, MetLife, Liberty Mutual, Publix Supermarkets, Charming Shoppes, Carnival Cruise Line.

Served under, learned from, and worked with industry legends and experts: Steve Lacy, Wendy Riches, Matt Peterson, Don Johnson, Tony Platt, David Brown, Pete Snyder, Aaron Earls, Dan Davenport, Linda Willis, Keith Sedlak, Mike Russell, and many more great and talented teammates.

Group Director

Smart Money Custom Solutions -- Hearst/Dow Jones

Oversaw sales and marketing at this high growth custom publishing unit within the SmartMoney Hearst/Dow Jones joint venture. Accountable for financial results in new business development and managed account leadership teams in the service delivery to clients.

National Publishing Director

New York City Board of Education

As a young adult, this adventure began the development of Empathy for me.

Enrolled as part of the original 1990 Teach for America charter corps. Appointed to a classroom 5th grade teacher position at PS 28 in Brooklyn’s “Bed-Stuy,” and served for two consecutive academic years as part of my Teach for America commitment.

Classroom Teacher

Growth Leader | B2B & B2C Marketing | Business Development | Strategy | Client Partnership | Literacy Advocate | Living Liver Donor

I'm a growth leader and partnership builder with deep experience in sales, business development, marketing, and client relationship management in engaging with Fortune 1000 enterprises. I've led as an individual contributor, senior function head, and executive to build and grow capabilities at start-ups and large enterprises. With that, I bring diverse operational skills rooted in a growth mindset to collaborate with teams, partners, and customers to create strong business outcomes.

I grow businesses as a servant leader - making teams better, elevating thinking, and empowering actions that produce outstanding results in growth.

On the personal front, in January 2024 I met the challenge of a lifetime and gave the gift of life by donating 70% of my liver as a Living Liver Donor at Yale New Haven Hospital. For me, it was the opportunity to be part of an amazing team that gave a healthy life back to a very sick individual - at first a stranger and now a friend. Giving and service is what drives me in my personal life.

I’m experienced in entrepreneurial builds and delivering marketing services and programs - content marketing, CRM, CX, direct, and digital  - across B2B, B2C, and B2E. I've worked with some of the biggest, most complex financial services, retail, CPG, tech, energy, and travel & and leisure companies in creating successful marketing programs with my teams. 

Mine has been a journey of stretching into challenging environments - from teaching public school as a new college graduate in Bed-Stuy, Brooklyn, to helping grow a successful communications startup in Boston through to acquisition by McGraw Hill, to contributing to marketing services launches at Time Inc, Hearst/Dow Jones, and Meredith Corporation, to business transformation at an award-winning agency in North Carolina, while leading in a major turnaround at Harte Hanks in the Marketing Services unit.

Whether a group executive or an individual contributor, I strive to be an empathetic and inclusive leader who engages and inspires high-performing teams that collaborate effectively. 

I seek big (and messy) challenges, mission, and purpose-driven growth toward good for people, businesses, and the world. 

I show up to drive growth and business impact in every respect. I do this through inspired commitment and relationships with colleagues, partners, and clients. I continuously develop business opportunities, while bringing a “long-game” partnership vision and focused operational leadership to the work.

I am a Servant Leadership and Extreme Ownership practitioner.

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Robbie Kellman Baxter

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