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: 09/30/2016

    Will Zappos reap rewards from its new loyalty program?

    My first take is that a lot of action is required by customers to gain little in the way of rewards. Zappos's core story has been customer service. The company's customer service is legendary. This loyalty program does little to build on Zappos's core story.Retailers should enter into loyalty programs with the knowledge that they are easy to start, and can be expensive to run and difficult to close. I don't see how this rewards program benefits the company or consumers.
  • Posted on: 09/30/2016

    Is Walmart arming for a global battle with Amazon?

    Walmart has tried to grow internationally in past and those efforts, for the most part, have been unsuccessful. Acknowledging that it does not have the knowledge or skill to compete in e-commerce with Amazon, Walmart has begun buying Amazon competitors hoping for better outcomes. It will be interesting to see how Walmart handles these acquisitions. If the company allows its acquisitions to operate independently, and do what they do best in their countries, Walmart might become a serious e-commerce competitor.
  • Posted on: 09/29/2016

    Will retailers benefit from greater supply chain transparency?

    As my grandmother used to say, "It can't hurt." Socially conscience consumers want to know that the products they buy are not being made in inhumane sweatshops. Retailers can make a statement by supplying this information -- not only for brands that are transparent, but for private or house-label goods. Hopefully this will encourage manufacturers to treat their workers more humanely.
  • Posted on: 09/29/2016

    Will opening hotels help West Elm sell more furniture?

    Running a hotel is quite different than running a chain of stores. While I like the idea of showcasing products by letting consumers use them prior to purchase, I have to wonder if the bottom-line price for West Elm is worth it.
  • Posted on: 09/29/2016

    Can Snapchat Spectacles avoid the missteps of Google Glass?

    At $130 a piece, many consumers will try Snapchat Spectacles. Whether they will continue to use them after the initial novelty wears off is yet to be seen. The problem that people have about being recorded without their knowledge is still there. And they only have a single use, whereas Google Glass offered Internet connectivity.
  • Posted on: 09/28/2016

    How Target’s retail accelerator gave Blueprint Registry a leg up

    Entrepreneurs frequently have a good idea, stars in their eyes, little practical business experience and a dearth of contacts. Accelerators can help all of these areas. The most valuable would be mentors who can offer practical business experience and contacts. These can prove to be invaluable, provided the startup is willing to listen and learn.
  • Posted on: 09/28/2016

    Are private labels the key to beating Amazon?

    Private-label products are usually sold for less than comparable name brands and are unique to a specific retailer. Some retailers, like Trader Joe's, predominately sell private label. If these products can connect with consumers for quality and price they can build retailer loyalty while providing healthy margins, and can counteract Amazon. Bezos and Co. know this and are working to build their own brands. I never count Amazon out in any category they set their mind to enter but, for the time being, brick-and-mortar retailers are winning the private-label competition.
  • Posted on: 09/27/2016

    Target wraps up its first tech accelerator program

    Accelerator competitions and labs are good for entrepreneurs, retailers and local tech communities. It used to be that great innovation came from large companies, think Ma Bell, but over the past 20 years large companies got stuck in their bureaucracies, making innovation the realm of startups. It's easier and cheaper for large companies like Target to buy innovation, rather than develop it. Innovation competitions give entrepreneurs the opportunity to showcase their ideas to people who can make them a reality. Every city wants to become Silicon Valley, this gives them a chance to shine.
  • Posted on: 09/27/2016

    Facebook customizes ads to local inventories

    It's incredibly frustrating to see an ad, want the product, go to a store and find it's out of stock. I think this is a benefit for consumers and a strong selling point for retailers. It does, however, put pressure on retailers, particularly Target, to ensure that stores are fully stocked. The marketing departments of major retailers may go nuts trying to figure out which ads ran and which did not, due to out-of-stocks. And there will be pressure on the IT departments to deliver accurate in-stock information. Overall, it's a win for consumers.
  • Posted on: 09/23/2016

    Will retailers be treated to a record-setting Halloween?

    What consumers say they will do is frequently different from what they actually do. Of course the NRF says Halloween sales will be the highest ever. Too many consumers are still mired in the aftereffects of the Great Recession. And while consumer confidence is growing, I don't think we will see record Halloween or holiday seasons.
  • Posted on: 09/23/2016

    Will on-demand beauty services connect with Macy’s customers?

    I think Macy's will help beGlammed grow its business, but it won't be a boon for Macy's. Macy's is floundering with Millennials. The store is not a trusted brand. It's not convenient. How many Millennials can afford $185 beauty house calls?
  • Posted on: 09/23/2016

    Are smartphones changing how Americans shop from home?

    The screens on smartphones are too small for anyone other than Millennials to use them to transact a sale. Plus, too many retail websites are not mobile-friendly. Smartphones are great for finding retail locations and doing quick research on the go. They supplement tablets and PCs as purchasing tools. I expect their usage and influence to continue to grow.
  • Posted on: 09/22/2016

    Coming soon – a members-only store for the ultra rich

    Let me know when the first one, either store or club, is actually built. I don't see this concept going anywhere. The ultra rich already have numerous retailers, shopping services and clubs catering to their needs.
  • Posted on: 09/22/2016

    What happens when managers unintentionally demotivate employees?

    Good list. I'd add: Take away an employee's ability to solve a customer's problem. Solving a problem makes both the customer and the employee feel satisfied. It allows loyalty to grow. Too few employees are empowered to take ownership of issues and solve them.
  • Posted on: 09/20/2016

    Zappos and Meijer among retailers touting their corporate values

    If a company does not have a core story that it lives every day, it has little reason for being. Core values are not something that merely hang on a wall, expressed as a mission statement. They must be lived and breathed from top management down and should be known by all employees, vendors and consumers.

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