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.

STRATEGIC ADVISORY SERVICES:
■ Business Development
■ Strategic Alliances & Partnerships
■ Coaching Practice Growth
■ Membership Economies - imagining, building and optimizing models
■ Executive Career Management, HR/People/Career Tech - serving membership organizations, B-Schools, Alumni Associations, search firms and more 
■ Executive Career Services -  provided to select clients

I pair my strong experience and successes in business development with my curiosity for learning and constant growth.  I create and tend strong, right-fit strategic partnerships, create alliances and highly satisfied customers, drive revenue diversification and growth, optimize membership models and more. 

Recent projects include:

■ Legacy B2B and B2C coaching practice:
-Curated a refined brand and honed in on target audience
-Created a qualification matrix to identify, attract and connect with ideal clients
-Optimized operations to manage pipeline and reduce friction in closing, billing and scheduling
-Created a B2C subscription element driving increased engagement and recurring revenue
-GTM ready concepts for two substantial B2C initiatives


■ Global SaaS Client - Memberships: 
-Tasked to turnaround low membership conversion and engagement and reverse high churn
-Re-crafted membership model, product value and positioning, pricing and sales funnel
-Delivered comprehensive plan client was able to implement within budget and critical deadline
-Plan green-lighted by CEO, BOD and VC funder. Client on track to quadruple revenues within two years alongside ongoing renewal revenues

Let's explore your project or role.  I am interested in strategic advisor/consulting opportunities or a FT position that leverages my skills, experience and gracious tenacity for results. I value cultures that foster high integrity, energy and reward results. And, if we aren't a fit - I likely know someone who would be and delighted to make the connection!

Consultant and Strategic Advisor, Coach

Association of Executive Search and Leadership Consultants (AESC)

IMPACT: Reimagined membership service, transforming BlueSteps.com into core revenue/brand driver with 100,000+ engaged members. Created multichannel partnership program, forging 100+ breakthrough alliances with world-class organizations. Created new engagement initiatives with hundreds of Association's business members. 

ROLE: Leading a global P&L, and reporting to CEO and board of directors, I oversaw B2B/B2C product/service development, strategic partnership development and management, membership acquisition, onboarding, engagement, UX, and customer service.

INITIATIVES:
■ Built B2B/B2C online career tech service by transforming business model, technology assets, membership acquisition, renewal and engagement strategy.
■ Launched and grew best-in-class executive coaching service powered by 50+ career services providers/coaches. Evolved operations to maximize revenue & QC.
■ Optimized and monetized membership touchpoints– including launch of premium membership subscription renewal model.
■ Revamped branding, packaging, and UX, creating frictionless experience and compelling offerings.
■ Leveraged data to drive strategy across marketing, operations, and customer experience.
■ Created B2B partnership program delivering annual revenue uptick, plus key tech and other partners; forged powerful programs with aligned organizations.
■ Created partnership model targeting higher education industry. Partnered with 60+ business schools, affiliating our brand with world-renowned institutions and driving thousands of new paid memberships.
■ Cultivated partnerships with diversity-focused organizations including gender equality in boardrooms.  Drove 40-fold increase in women in membership base. Curated services to appeal to board-ready talent.
■ Reimagined the Membership potential and needs of the AESC's hundreds of executive search firm members, driving engagement, branding, revenue and other wins.

Global Managing Director | Business Development | Partnerships | Sponsorships | Membership Service

AdVentures

IMPACT: Imagined, launched, and grew a sponsorship marketing firm that secured $1B in sponsorship revenue for clients and reached $6M in revenue for the firm – via innovative partnership programs. Brokered record-breaking partnerships between client organizations and targeted enterprises to maximize value to clients.

ROLE: Leading a team of 7 direct and 15 indirect reports and managing a $6M P&L, I oversaw business strategy, operations, sales, business development, marketing, program design, partnerships, and client services. Megacorp client profile included British Airways, Anheuser-Busch, Pepsi-Cola, Bayer Pharmaceuticals, Ritz-Carlton Hotels and Trek Bicycles.

INITIATIVES:

■ Aligned under-radar opportunities with partners, developing hard-hitting sponsorship programs to drive revenue, branding, and attendance for events, venues, and causes.

■ Smashed sales targets and kept impeccable record of customer retention across client base through sales campaigns, strategic relationship management, and business development.

■ Continuously developed and improved business operations and honed a full repertoire of leadership skills, including team building, people development, stakeholder management, P&L responsibility, and resource allocation.

Founder & CEO | Business Strategy | Business Development | Profitable Sponsorship Program Design

New York Islanders

During my two seasons with the New York Islanders, I transformed this NHL franchise’s approach to sponsorships and turned what had been a dismal revenue plunge into unprecedented growth.

MPACT: Hit the ground running, doubling sponsorship revenues in my 1st season on the job. Built profitable relationships with new and past clients, leading to greater client loyalty and investments and revival of lost partners.

■ Joined the team during a period of fan fatigue, lagging team performance and culture changes highly unpopular with the fanbase. Dwindling attendance at games had sponsors heading for the door.

■ In weeks, I assessed and prioritized, conducted a partnership audit, created new assets and developed and closed a pipeline of local, regional and national sponsors - all in time for the season opener.

■ Successfully created compelling, customized partnership opportunities driving a 50%+ increase in partnership revenue, inventory, and assets for my first season on the job and carried that growth and retention through to the second season.

■ Hand picked to work collaboratively with NHL leadership to launch and grow its national partnership program and participated in successful league-wide initiatives.

Director of Sales | Revenue Strategy & Growth | Sponsorship Program | Relationship Management

I grow businesses, memberships, sales and engagement along with executive careers through solid GTM strategies and evolution plans. My drive, experience and teamwork + intuituon help me consistently surpass goals.  Authentic collaboration with teams, clients and stakeholders is the only way I know. 

After 25+ Years in Revenue and Engagement Driving Roles I deliver:
-Deep expertise in Business Development, Membership Acquisition and Engagement, Partnerships & Alliances, Executive Career Services, Career and People Tech, Coaching Programs and Relationship Management.
-Proven and confident ability to monetize in new ways, diversify revenue streams, reinvigorate sales, and drive acquisition and engagement of partners, members, and clients.
-Wide-angle lens on the business with concurrent focus on data insights to steer decision making.
-Reputation as a “connector” - I see the fits and generate alignment between people, partners and brands.

Today, I provide strategic advisory services to clients who require solid concepts and plans to grow, scale, or fund their businesses.  My diverse clients and projects include people tech, membership and subscription businessess, executive career management and coaching.

As Global Managing Director of the Association of Executive Search Consultants and BlueSteps.com, I was entrusted to build a global business and lead a world-class team. 
-Transformed BlueSteps.com into a leading global resource for executive career management and a powerful revenue driver for the association
-Engaged hundreds of elite executive search firms to support the program through digital and branding partnerships
-Built a powerful global partnership program 
-Envisioned, launched and continuously grew a global exec coaching program boasting best-in-class services and impressive revenue

Previously, I built a sponsorship marketing firm that landed $1B in revenue for our clients through visionary and strategic partnerships.

Whether looking for new ways to monetize, diversify revenue, or build breakthrough alliances, I’m fueled by achieving goals, innate entrepreneurialism, creativity, and strong intuition. I am deeply driven to forge #everdayalliances and help others maximize their potential.

Revenue-Driving Partnership Strategies | Membership Organizations | Recurring Revenue & Subscription Models | Vision, Strategy & Execution | Business Model Innovation | Product Development | Pricing Models | Global Business Development | Customer Relationship Management & Experience

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Robbie Kellman Baxter

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