PROFILE

Max Goldberg

President, Max Goldberg & Associates

Max is president of Max Goldberg & Associates (MGA), a consultancy that assists companies from the Fortune 500 to start-ups, formulate branding and business strategies, create marketing plans and build promotional alliances. Clients include: Paramount Pictures, DreamWorks, Walt Disney, Warner Bros., New Line Cinema, MBNA, Music Choice Europe, Mommy & Me, New Line Home Entertainment, Vivendi Universal Interactive, and other companies in North America, Europe and Japan.

Prior to forming MGA, Max was Vice President, Integrated Marketing for Walt Disney Internet Group, where he was responsible for branding DIG, database marketing, media, research, e-commerce enhancements, promotional alliances, loyalty programs, sponsorships affiliate programs and e-commerce strategies.

He moved to Disney Internet Group from Walt Disney Home Entertainment where spent six years as Vice President, Promotions. At WDHE he directed consumer and account specific retail tie-ins for new Walt Disney Company home entertainment releases, as well as the company’s extensive DVD/video library. Additionally, he originated WDHE’s presence on the Internet, creating both its consumer and business-to-business websites.

Prior to joining Disney, he served as Vice President, Corporate Sponsorship and Promotion for Universal Studios Hollywood and Senior Vice President, Sales and Marketing for Ice Capades.

Max began his career in marketing as Regional Marketing Director for Ringling Bros. and Barnum & Bailey Circus and then served as Director of Marketing for The American Freedom Train and Western Manager for the Arbitron Ratings Company.

Max is a past Chairman of the Promotion Marketing Association. He founded PMA’s Star Power Entertainment Marketing Conference and served two terms as chairman of both its Southern California Chapter and Entertainment Council. He chaired PMA’s national marketing conference. He has been honored as Marketing Professional of the Year by The Marketing Agencies Association Worldwide. Max has served on numerous corporate advisory boards and the advisory council of George Washington University’s School of Media and Public Affairs.

He is a wish grantor for the Make-A-Wish Foundation of Los Angeles, a mentor to small businesses and a volunteer in other community service activities.

He and wife, Lisa, live in Los Angeles with their daughter, Hannah and son, Jacob.

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  • Posted on: 12/02/2016

    A small retailer makes a bold move against big chains

    Local retailers need to highlight the benefits they provide to the community as well as the unique nature of the experience they offer. Atlas chose to bash the big boxes, but not to mention why they are better -- a mistake. I see this campaign having limited success.
  • Posted on: 12/02/2016

    Will Starbucks be the same without Howard Schultz as CEO?

    No CEO can go on forever. If someone is that indispensable the company has deeper problems. Schultz is a visionary who has set Starbucks on a road to continued success. We now wait to see if Johnson can capitalize on the company's previous success. He's had two years of training to get prepared.
  • Posted on: 12/01/2016

    The RetailWire Christmas Commercial Challenge Global Edition – Week 1

    These spots could work anywhere. I prefer the Marks & Spencer spot for conveying the spirit of the holiday. While the message of the Sainsbury's ad rings true, I don't see how it ties into the store's brand.
  • Posted on: 12/01/2016

    Could digital advertising be replaced by a subscription model?

    Consumers want it all -- free content with no ads. They don't consider that content comes with a cost. It's up to publishers and aggregators to find ways to make ads more relevant while reducing clutter. Bundling packages of content for subscriptions might be the answer for some consumers, but there is a significant downside for content providers, as they would give up independence and valuable data to bundlers. Denying access to visitors using ad blockers is another. More research and experimentation is needed.
  • Posted on: 12/01/2016

    Click and collect and ship-from-store change associate job descriptions

    Ship-from-store is great for consumers if retailers can properly manage inventories. No consumer wants to drive to a store in search of an item only to find that it's out of stock. It's bad for business. BOPIS orders should be filled promptly, with as little customer wait time as possible. Both ship from store and BOPIS can become nightmares if not managed properly.
  • Posted on: 11/29/2016

    The RetailWire Christmas Commercial Challenge: Amazon.com vs. Jet.com

    Amazon is the clear winner, not only capturing the holiday spirit, but doing so with grace and humor. At a time when the country has been torn apart by a brutal presidential election, Amazon heals and provides hope. Nothing's wrong with the Jet spot, which solely focuses on pricing, it just doesn't compare to Amazon, just like the two e-commerce services the spots represent.
  • Posted on: 11/29/2016

    How badly will Macy’s be hurt by its Black Friday outages?

    Macy's will be hurt by Black Friday outages, but the pain will be short-lived. The lesson is that retailers must have more server space than their highest projections, and have redundancy built into their systems. It's a cost of doing business, whether needed or not. Macy's, which has seen sales lag, needs every sale it can get. It's unfortunate that it lost sales to avoidable technical problems.
  • Posted on: 11/29/2016

    What does a record Cyber Monday foretell for the remaining holiday season?

    The success of e-commerce demonstrates the need for retailers to embrace an omni-channel strategy and tightly integrate it within their marketing plans. Consumers see no difference between online and in-store, expecting similar pricing and availability across channels. Retailers must meet consumer expectations or see sales decline.
  • Posted on: 11/22/2016

    Patagonia to donate all Black Friday profits to green groups

    Patagonia makes expensive, albeit quality, clothing. Rather than put items on sale and detract from the brand's core story, management has decided to reinforce Patagonia's story by donating to green groups. This will resonate with consumers and help them feel good about purchasing Patagonia products.
  • Posted on: 11/22/2016

    How important is convenience to motivating online holiday shoppers?

    Convenience is a big factor in online shopping. Retailers have taken much of the joy out of holiday shopping through a lack of knowledgeable staff, out-of-stocks, clutter and delays at checkout. It's easier to sit at home or in the office, compare prices, click to buy and avoid traffic and holiday lines. If a consumer can save time and money, why not shop online?
  • Posted on: 11/22/2016

    The RetailWire Christmas Commercial Challenge: J.C. Penney vs. Kohl’s

    As with the last commercial challenge, I'm not a big fan of either spot. Neither feels real or genuine. If I had to choose one, Kohl's would be the winner.
  • Posted on: 11/21/2016

    Will Alexa-exclusive deals bring holiday cheer to Amazon?

    Alexa deals won't alter the dynamics of holiday shopping, but they will introduce millions of Echo owners to ordering by voice -- something that will greatly benefit Amazon going forward.
  • Posted on: 11/17/2016

    Are retailers carrying enough inventory for Christmas?

    This is going to be a tricky holiday for retailers. After being buffeted by declining sales during the Great Recession, and with many consumers still feeling its effects, retailers are right to be cautious about inventory. Target has always had a problem with keeping featured items in-stock, even during non-holiday periods. Retailers need to constantly analyze consumer trends, potential demand and current shopping data. Predicting inventory needs is one of the toughest challenges facing retailers today.
  • Posted on: 11/17/2016

    Do consumers now expect two-day delivery?

    Amazon, through its strong lead in e-commerce, has set the standard for consumer shipping expectations. Few, if any, retailers can compete in shipping. Unless they have the infrastructure they shouldn't try. It's better to set consumer expectations and meet them than to try to compete with Amazon and fall short.
  • Posted on: 11/15/2016

    Can revenue-sharing programs save independents?

    It's all about the experience. Small retailers can thrive when they offer an experience that entertains and informs consumers. Otherwise, it's a battle for the lowest price, with brick-and-mortar at a severe disadvantage. Revenue-sharing seems to acknowledge the vital role that traditional retailers play in the overall success of many brands. This new scheme won't last if retailers don't offer unique experiences to complement products.

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