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.

Haleon

Innovation Manager for OTC, LATAM

Lactalis Group

Marketing Manager (CMO)

Estratek Ventures

• Innovation and New Business Creation and Development
• Plan and Execute digital and data applications
• Design and materialize Startups ideas for Corporations
• Manage and execute marketing strategy and plans.
• Project execution based on Design thinking

Business Development and Innovation

OFFCORSS C.I. HERMECO S.A.

• Definition of the Brand and consumer strategy
    • Innovation and Product launching strategy and Schedule
    • BI
    • CRM data clustering and strategy
    • Leading the Marketing team
    • Partnering with different brands
    • Research and understanding consumers to develop and validate new products

Gerente de Creación y Marca (CMO)

Selectum SAS

Responsible for launching the company, establishing brands’ strategic plans and execution to achieve the organization KPIs of the organization. 

•	Strategy: Responsible for developing and executing the general and Marketing strategy for the company.
•	Marketing: Creation and management of brands (The Whisky Lord, Mercabar, Rekorderlig)
•	Market Analysis in different categories
•	Business Development: Product, service and alliance development plus supplier negotiation.
•	Sales: Sales leader and negotiation with Clients and Suppliers 
•	Digital Marketing (SEO, SEM, Social Media, content management)
•	Data analytics for sales and promotion prediction

Marketing and Strategy Director co-founder

University of Strathclyde

MBA (Strategy, Marketing, and Entrepreneurship)

MBA Full Time

Productos Alimenticios Doria S.A.S.

•	Responsible for developing and executing the brand strategy across all sectors from Premium (Monticello) to Value (Comarrico). 
•	Grew the Comarrico brand to become the second brand in the market from 13% to 16% market share, by the implementation a regional multirole strategy. 
•	Managed a marketing budget of US$ 1.5mm and revenues of US$ 22mm
•	Achieved more than 15% growth in both brands while saving 10% of investment budget.
•	Led the coordinated sales force and  trade marketing team to implement the brand strategy
•	Managed the relationships with different agencies (advertising, social media, trade marketing agencies)
•	Researched consumer habits and likes. This was used as a fundamental base to develop brands and company’s vision. 
•	Evaluated products as a food panellist before launch. 
•	Developed innovation sessions as innovation promoter. This generated new ideas all across the company’s departments.

Brand Manager | Jefe de Marca

•	Analyzed and developed retailer’s category strategy.
•	Database structure and analysis
•	Evaluated assortment and opportunity gaps to improve customer’s profits.
•	Designed an innovative strategy to change the role of the category of one retailer.
•	Promoted, convinced and implemented the strategy with clients.
•	Researched shopper behaviour to build a strategy and introduce these concepts to the brand managers for company’s brand development.
•	Promoted to Brand Manager

Category Manager Leader

Luzca & Punto

-	Grew the customer base to optimize use of the company’s embroidery capacity.
-	Strategic planning including costumer segmentation and support, commercial plan, market focus and competition analysis for the embroidery division.
-	Development of a new brand for the clothing division including the marketing plan, market research and sales strategy.

Marketing and Sales Director

Quala Alimentos

-	Category Planning: optimized stocking & planograms of Quala’s and its customers’ categories.
-	Data Analysis of client's big data
-	Presentations of POS performance to sales representatives.
-	Gave marketing presentations.

Category Manager Analyst

Procter & Gamble

- Developed excellent relations with customers that translated in better sales volume negotiations and improved promotion of new products and brands.
- Trained Procter’s Distributors sales force.
-Improved sales on HFS (High Frequency Store) Channel, ( Distributor & Drug whole sellers).

CBD representative Intern

Innovation , Marketing, BI and Entrepreneurship. I enjoy connecting and creating better businesses and a better world.

Bilingual MBA graduate. Proven track record managing and developing businesses, brands and categories in FMCG companies. Background in Industrial Engineering and specialization in Marketing Management. 


•	Hands-on experience creating and launching new products and markets
•	Technology and Data enthusiast
•	Ability to identify, analyze and solve problems
•	Entrepreneurial with excellent strategy and marketing skills
•	Consumer focused based on market and consumer research
•	Fast learner, curious and innovative



casiado@yahoo.com

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Robbie Kellman Baxter

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