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: 12/14/2017

    San Francisco limits robots on its sidewalks

    We are at the dawn of many new technologies. Developers cannot expect people and governments to quickly accept them. No technology is perfect and government has a responsibility to move judiciously to approve technology that could cause injury. On the other hand, government should not simply fear new technology and delay its testing and implementation. We are seeing a dance of technology and government, where neither party knows all of the steps. Over time, they will work it out.
  • Posted on: 12/14/2017

    Will chatbots replace customer service reps?

    Sometimes I think Millennials will do almost anything to avoid a human-to-human phone call. For the most part, I have found chatbots to not be effective in handling more complex interactions. That will change as they get "smarter" but I think, at present, it's difficult for them to fully take ownership of a problem and solve it to a customer's satisfaction.
  • Posted on: 12/14/2017

    Target to make same-day delivery push with Shipt acquisition

    Consumers want fast delivery and Target is moving in that direction with the acquisition of Shipt. Not only will Target benefit by increasing its own sales, but it will be able to learn a great deal about what consumers are buying from other retailers, and will try to turn that data into increased Target sales.
  • Posted on: 12/13/2017

    RetailWire Christmas Commercial Challenge: Home Depot vs. Lowe’s

    My vote goes to Home Depot, with the wish that their spot had been more inclusive of other religions. The spot captures the spirit of Christmas, while the offering from Lowe's falls flat, failing to be funny or touching.
  • Posted on: 12/13/2017

    Will late deliveries mess up Christmas?

    The number of late deliveries will depend upon how much consumers order online and the weather. To avoid disappointed consumers retailers need to set expectations with realistic shipping deadlines and be upfront about possible delivery delays.
  • Posted on: 12/11/2017

    The new NYC Nike store will have a members-only floor

    Nike seeks to reward its best customers. Why not? This loyalty club is another step by Nike to take control of its brand and differentiate its brand from the competition. It's aspirational for non-club members and will bring consumers closer to the brand.
  • Posted on: 12/11/2017

    Will last-minute pickup payoff for Walmart?

    In-store pick up is another way that retailers are trying to drive holiday sales by making it easy for consumers to get what they want. With last-minute holiday gift deliveries being suspect, consumers can be sure of getting what they want, when they want it -- an advantage over Amazon and other e-commerce merchants.
  • Posted on: 12/08/2017

    Get ready – there are still three shopping holidays left before Christmas

    For retailers, any reason to get reluctant or procrastinating consumers to shop is a cause for joy. Green Monday and Super Saturday would seem to resonate most, since 90 million Americans enjoy free shipping on most purchases from Amazon and Walmart and Target have offered the same benefit throughout the holidays.
  • Posted on: 12/07/2017

    Would CVS + Aetna = lower healthcare costs?

    I hate to be cynical, but CVS/Aetna will use data to sell more products to consumers, not to help control costs. There is the possibility that the data could be misused and consumer privacy compromised. This trend of medical mergers needs to be carefully evaluated by regulatory agencies, Congress and consumers to see who will benefit and at what price.
  • Posted on: 12/07/2017

    The RetailWire Christmas Commercial Challenge: H&M vs. Gap

    This round goes to Gap. Their minimalist spot and double meaning of "you've got everything I need" do a better job of communicating the store's message. The H&M spot tells a wonderful story, but what does it have to do with the brand?
  • Posted on: 12/06/2017

    Will mobile move the needle for J. Crew – this holiday and beyond?

    J.Crew is taking a lot of digital steps at once in an effort to stay relevant in an ever changing retail environment. The question is, will the company be able to catch up or will it be too little, too late? Retailers need to have a strong online presence -- e-commerce, social, marketing -- while cultivating a desirable in-store experience. It's not an easy task.
  • Posted on: 12/05/2017

    Subscription services are moving beyond just being surprise boxes

    Subscription services must make a constant effort to remain relevant to each subscriber. This means providing products that a customer wants and, for clothing delivery services, providing stylish products that fit. Gathering data is important, but should be secondary to the quality and relevancy of the products.
  • Posted on: 12/01/2017

    What is increased mobile holiday traffic doing for sales?

    Retailers need to invest in mobile. Yes, consumers may be using their phones to compare prices or do produce research, but every consumer touchpoint needs to be developed and exploited, because not doing so could mean a competitor gets the sale.
  • Posted on: 12/01/2017

    Target is the early star of Christmas – online

    At last, Target seems to be moving in the right direction. Still, it has a long way to go to catch Walmart and Amazon. To continue growth, Target needs to emphasize its store brands and prove that they are worthy in terms of style and quality, provide better customer service in stores and limit out-of-stocks. Online, free shipping has helped Target compete with Amazon, but Target's website still lags Amazon and Walmart in search capabilities, and its SEO on Google frequently brings e-shoppers to pages that don't carry the desired product.
  • Posted on: 11/28/2017

    Will early out-of-stocks throw off Walmart’s holiday momentum?

    Out-of-stocks are a fact of life during the holidays, but are only acceptable on hot items. Walmart has been trending towards greater out-of-stocks during the year; experiencing the same problem during the holidays does not bode well for their reputation. And with competition being just a click away, it could hurt their profits and reputation.

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