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.

  • Posted on: 08/24/2016

    How much will POS malware attack cost Eddie Bauer?

    Here we go again. Another retailer is hacked and customer information stolen. The Eddie Bauer hacks took place over a six month period. This is not going to sit well with consumers. Some will not shop Bauer for a while, until they feel sure that their data will be safe. Some may never go back. A lot of this will depend on how Bauer's management responds. Will they be open about the situation and express deep concern about customers' well-being? Or will they pay lip service, offer a year of credit monitoring, and go back to business as usual? One thing is certain, they are about to take a multi-million dollar hit to their business.
  • Posted on: 08/24/2016

    Amazon tests one-click product placement

    One-click ordering completes the cycle of branded entertainment. See it. Like it. Get it. Pretty simple. If any company can successfully pull this off, it's Amazon.
  • Posted on: 08/24/2016

    Has Sears discovered how to profit from its softer side?

    If the shop-within-a-shop is well advertised, and if it is well staffed as promised with knowledgeable sales people, this could be a real plus for Sears. I say "if" because many consumers, myself included, will not set foot in Sears due to poor staffing, out-of-stocks, bad customer service and messy stores.
  • Posted on: 08/23/2016

    Will third time be the charm as grocer changes loyalty program again?

    Loyalty programs can be a slippery slope. Many big retailers have them and most consumers could care less, since they see little value other than discounts from high-low pricing schemes. Woolworths wanted to shift the focus of points from Qantas to their stores. It didn't work. Perhaps Woolworths should have scrapped the loyalty program entirely and focused on its core business.
  • Posted on: 08/23/2016

    Will Target get wrapped up in fake sheet controversy?

    Target did what is necessary to prevent this episode from turning into a PR nightmare. It will be interesting to see how other retailers who carry Welspun products react. Manufacturers misrepresent themselves (or even lie) to retailers at their own peril. Consumers have little taste for companies that mislead them.
  • Posted on: 08/23/2016

    Why is Apple dropping ‘Store’ from the name of its stores?

    Does it really matter? Everyone knows that these are stores. They sell Apple products. Having the word "store" was a little redundant.
  • Posted on: 08/22/2016

    Is on-site childcare the key to cutting employee turnover?

    Retail needs to get out from under the perception that it is a stepping stone towards something else and take steps to retain employees. The article points out some excellent examples. Other steps should include paying a living wage, empowering employees to solve customer issues and providing employees with clear paths for professional growth. If retailers want to get serious about employee retention, the answers are obvious and clearly in their hands.
  • Posted on: 08/19/2016

    What can retailers do to find and hire amazing people?

    I'd add pay a living wage, treat employees with respect, empower employees to make customers happy, give employees a path for growth and then tell the world about it. When a retailer has a reputation of treating its employees well, word gets around, employee turnover goes down, and efforts to recruit new employees are more successful. Too often retail is seen as a dead end job or a stepping stone to something else.
  • Posted on: 08/19/2016

    Happy Meal fitness trackers are now an exercise in crisis management

    Is this really a public relations crisis? McDonald's put a device in Happy Meals that may cause skin irritation. When this was discovered, the device was pulled. In the history of Happy Meals this has happened before, and the company's bottom line has not been effected. This event is not going to negatively impact the company or its efforts to move towards healthier offerings.
  • Posted on: 08/19/2016

    Is Walmart on a roll?

    Yesterday the BrainTrust tackled the question of Walmart using local police forces to compensate for the company's lack of proper security. A number of the panelists pointed out that many Walmart employees receive public assistance because the company does not pay a living wage. Today the company announces stellar growth and earnings. There something fundamentally wrong with this picture.
  • Posted on: 08/18/2016

    Have consumers accepted dynamic pricing?

    Consumers hate dynamic pricing. Their getting used to it is solely the result of frequently facing it. No one wants to be the sap that pays more for something. Retailers pursue this strategy at their own risk.
  • Posted on: 08/18/2016

    Is Walmart passing its crime buck to local governments?

    Walmart has been successful by offering the lowest prices. To do this, they have squeezed costs out of doing business. Some of these practices are starting to catch up with the retail giant. First came the studies that showed a large percentage of Walmart employees getting public assistance. Next it was health care. Now it's the need to have local police forces frequently on the scene at many Walmart stores. Walmart should pay a living wage and properly staff its stores to cut down on theft and other crimes that happen in its stores. Walmart can no longer cut costs by expecting the public sector to cover the shortfall.
  • Posted on: 08/17/2016

    Does Millennials’ credit card wariness spell trouble for retail?

    Retailers may be concerned that Millennial customers may not want to take on credit card debt, but in the long run, lower debt and higher savings is good for the economy. Retailers, as they have done so many times before, will need to adapt to consumers' changing habits.Millennials have already shown a wariness towards traditional advertising, now they are less willing to accumulate debt. Retailers should lead the way in showing value for the products they sell and demonstrating ways that consumers on budgets can afford them.
  • Posted on: 08/17/2016

    Will other brands follow Birkenstock in cutting off Amazon?

    After decades in the doldrums, Birkenstocks are hot again, yet they are about to cut off one of their top merchants. This does not make sense. We are not in the 1970s. The Internet and Amazon are not going to go away. Rather than cutting off Amazon, Birkenstock should work with the company to weed out counterfeit merchandise and should make its entire line available to the e-commerce giant.
  • Posted on: 08/12/2016

    Will CVS succeed as it joins the mobile payment fray?

    Consumers don't want or need another standalone e-payment option. They want simplicity, and that means one payment option that can be used everywhere, like the credit cards or cash that they currently have in their wallets. Then again, maybe they will adopt CVS's e-payment app simply to stop getting a three-foot long receipt after every CVS transaction.

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