Robbie Kellman Baxter is a leading strategy consultant, author, and speaker who coined the popular business term “Membership Economy.” She is the founder of Peninsula Strategies, a consulting firm dedicated to helping companies leverage subscription pricing, digital community, and freemium to build profound, ongoing customer relationships. Her expertise is critical for organizations across SaaS, media, and consumer products seeking breakthrough growth in the age of recurring revenue.
Baxter’s professional authority is built upon two decades of strategy consulting and marketing experience, including her time as a strategy consultant at Booz-Allen & Hamilton, following her MBA from Stanford and her honors degree from Harvard. Through Peninsula Strategies, she has advised nearly 100 organizations, including industry leaders such as Netflix, Electronic Arts, Microsoft, and The Wall Street Journal, demonstrating the wide applicability of her models in building deeper customer relationships.
Her book, The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue, was named a Top 5 Marketing Book of the Year by Inc.com. Her subsequent book, The Forever Transaction, provides a ready-to-use game plan for running a successful and sustainable subscription business, guiding readers through every step from initial model testing to scaling operations and revamping company culture to optimize customer lifetime value.
As a highly sought-after writer and keynote speaker, Baxter shares actionable best practices on Building a Forever Transaction and Corporate Transformation in The Membership Economy. She has developed 10 video courses in collaboration with LinkedIn Learning and frequently speaks to corporate boards and leadership teams globally, equipping them with the strategic mindset and seven core principles needed to turn casual browsers into cash-paying superusers and leapfrog industry competitors.
