Robin has specialised in using data and digital systems to transform organisations in numerous sectors over two decades. As Chief Executive of the consultancy and software firm Baker Richards, he works with attractions across the world to equip them to thrive commercially through pricing, segmentation, data analysis, and market research.  Robin is one of the creators of UK Heritage Pulse, the National Lottery Heritage Fund’s UK-wide research panel for leaders working in heritage.  He also created the Cultural Enterprises Academy, an Online Learning Environment for people working in revenue-generating functions in culture, heritage, visitor attractions and arts organisations in the UK and Europe.