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.

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Founder

Humana

Member of a team that designs, executes, and measures the success of targeted member-based communication campaigns to educate members about benefits and ways to improve health and well-being.

Consultant

Humana Consultant on Clinical Sales & Service team promoting new and existing clinical programs to Humana Sales & Account Executives. Developed internal communications for Group Medicare Account team in support of Humana Clinical initiatives related to CMS Star rating requirements.

Strategic Consultant in Clinical Client Services

Humana / Clinical Services

Humana subject matter expert responsible for strategic success of market and national sales for Virgin HealthMiles, an incentive-based physical activity program distributed by Humana
• Launched HealthMiles program in 20 Humana markets and with National Accounts Sales team
• Sales channel liaison between Virgin HealthMiles and Humana, facilitating strategic sales success resulting in membership growth of over 100,000 HealthMiles members in just over 2 years
• Collaborated with Humana Corporate Communications, Virgin HealthMiles and external advertising agencies of both organizations to support media efforts resulting in national and regional coverage in support of launch and sales efforts

Strategic Consultant promoting Virgin HealthMiles to Humana Clients

Directed South Texas and Louisiana marketing programs, establishing and executing comprehensive, strategic marketing plans for each region to achieve corporate and region-specific goals in support of sales and revenue growth. Created innovative advertising campaigns that contributed to market share growth. Identified, negotiated and managed collaborative sponsorship relationships to build brand-share. Member of senior leadership team and right-hand to CEO in development of Humana image in marketplace.
• Developed and implemented South Texas marketing program, increasing market share from 16% to 27% and supporting membership growth of 63% between 2000-2005

Regional Marketing Consultant

Methodist Healthcare System

Director of Marketing
• Supported cost-effective, facility-based marketing programs and system-wide service line marketing efforts for five acute care facilities, three imaging centers and three ambulatory care centers.
• Established Call-A-Nurse for Children call center and Well Waldo’s Wheels transportation program to support launch of new Methodist Children’s Hospital of South Texas, contributing to the leadership effort that achieved census goals within the first year of operation.

Director of Marketing

UNC Healthcare

Managed professional relations and marketing programs including development of integrated strategies for telemarketing, direct mail, advertising, exhibits, presentations and physician marketing programs. Provided on-going marketing services to internal clients including more than 150 clinics and departments and 650 faculty physicians using a variety of integrated physician and consumer marketing channels.
•	Increased physician to physician call center volume by 75% through programmatic management of professional relations initiatives 
•	Established 24-hour nurse-based call center and integrated telemarketing, voice response and web-based programs to reach targeted populations
•	Led in the development of an award winning branding campaign for UNC Healthcare

Assistant Director of Marketing / Director of Professional Relations

American Red Cross

American Red Cross Blood Donor Consultant responsible for working with leadership at sponsoring organizations to develop innovative strategies to achieve and exceed territory production goals at blood drives.
Created school-based blood donor awareness campaign with local sponsors resulting in 58% first time donor rate (compared to 10% norm for first time donors). Program resulted in extensive media coverage and local sponsor achieving record sales for the day.

Donor Resource Consultant

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Robbie Kellman Baxter

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