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: 10/28/2016

    Can retailers overcome the challenges of urban deliveries?

    Consumers want delivery and, if retailers want to make a sale, they will accommodate this consumer preference. The operation of delivery will change and adapt to new knowledge and technologies, but I don't see doormen going outside to catch packages dropped from drones.
  • Posted on: 10/28/2016

    Is Black Friday doomed to extinction?

    Black Friday sales will not disappear. They are too important to many retailers and many consumers love them. For everyone else, there will be sales throughout the year and some special days, like Amazon Prime Day. Retailer practicality and e-commerce led to the erosion of Black Friday, so retailers with adapt accordingly, but some form of Black Friday will be with us for years to come.
  • Posted on: 10/27/2016

    Saks Fifth Avenue opens a new standalone shoe store concept

    Upscale department stores need to find ways of attracting new customers. Their shoe departments are money makers. So why not open category-specific stores? Nordstrom would be wise to do the same. Perhaps they should add the option of online sales of other merchandise to complement these shoe-only stores.
  • Posted on: 10/27/2016

    Does talking to a human still matter?

    Nothing is more frustrating than trying to navigate one's way through a company's telephone customer service. People want human interaction. AI scientists are trying to develop machines that mimic human interaction, but they are not there yet. Maybe in 10 years, but not now.
  • Posted on: 10/26/2016

    How can retailers achieve consistent branding across touchpoints?

    The primary obstacle to delivering consistent brand messages is retail management not being knowledgeable about technology and consumer touchpoints. Management needs to know about social media and the latest consumer communication preferences. With this knowledge, retailers can treat their stores like brands, developing one sight, one sound and one core story that should become a common thread through all communication and within and outside the stores.
  • Posted on: 10/25/2016

    Will pop-ups rock Wet Seal’s holiday sales?

    The biggest benefit to Wet Seal is not having to pay long-term leases. Wet Seal gets the benefit of being in high-traffic locations during the critical holiday shopping season without having to commit to being there after the holidays. This is a good way to drive a burst of sales, but not a good way to build a brand.
  • Posted on: 10/25/2016

    It’s the Millennials’ world

    James said it all in the last sentence of the article. Boomers and Millennials share many expectations of the retail experience. The two generations don't need to fight for dominance. Both generations expect retailers to meet these similar demands. The one big difference is that Boomers current have far greater disposable income, so retailers ignore them at their own peril.
  • Posted on: 10/24/2016

    Saks, Ralph Lauren lure customers with upscale services

    Luxury retailers need to provide a seamless, customer-focused experience. Driving customers home in a BMW doesn't cut it. Taking the store to customers' homes is much better. Georgio in Beverly Hills used to do this and built a loyal following. Providing services that cannot be duplicated in-store encourages repeat business and builds loyalty.
  • Posted on: 10/18/2016

    It’s time to say goodbye to bad apps

    If your app does not make life easier for consumers, it shouldn't be in the app store. Every retailer feels it needs an app. That's not true. As the article states, simplicity and utility are must-haves in any successful app. Consumers consistently use only a large handful of apps. Make sure yours provides something worthwhile, something beneficial. Otherwise, you are wasting consumers' time and your money.
  • Posted on: 10/18/2016

    Is the craft brand trend healthy for big retailers and manufacturers?

    Craft brands change the shopping experience by introducing newness and freshness to stodgy, similar retail environments. They also allow retailers to differentiate themselves from competitors by offering unique products. Perhaps retail will embrace craft brands as an alternative to the seemingly endless line extensions that currently clog retail shelves. Large CPG companies are usually slow to innovate, so it's easier and more cost effective for them to buy potentially successful craft brands -- just look at the beer industry. I wonder what will happen when consumers are confronted with so many craft brand choices that they opt for tried and true traditional brands.
  • Posted on: 10/18/2016

    Walmart finds it pays to pay workers better

    The article also indicates that Walmart's profits have not grown in proportion to the increase in sales, so the end of this story has yet to be written. It does make sense for Walmart and other retailers to invest in their employees. Turnover decreases, sales increase and customers are happier. Retail management will be waiting to see if profits, after falling, will rebound in the long run. If they do, all of these moves will be vindicated. If not, a trade-off decision will need to be made.
  • Posted on: 10/17/2016

    Pharmacy charges ‘man tax’

    Interesting gimmick to draw attention to the store, but not good for customer loyalty. Women should not have to pay more than men for similar items, but charging male customers more is not going to effect manufacturers, the folks who set the prices. If retailers are serious about this issue they should discuss their concerns with manufacturers and, if they don't get a satisfactory response, drop the SKUs.
  • Posted on: 10/17/2016

    Smartphones drive increased e-mail usage

    Marketers need to adapt all of their digital communication for a small screen. This includes optimizing websites and email. Email messages should be short, to-the-point and easy to view. Some personalization can be valuable, but too much seems like Big Brother.
  • Posted on: 10/17/2016

    Should in-store associates help online browsers?

    On paper the effort sounds interesting, but in practice it will be difficult to achieve success. Online shoppers don't want to wait when they have questions. The thought of offering chat but not having someone available to chat at that moment is counterproductive. I see this an interesting gimmick that will irritate far more consumers than it will satisfy.
  • Posted on: 10/14/2016

    Will others follow Walmart’s lead on manager pay?

    Retail will complain about the new rules and issue dire warnings about how they will affect business, but in the end will find a variety of ways to successfully function within them. Walmart is a prime example of how this will happen. By increasing managers' pay above $47,500, they get a PR boost and hiring benefit while reducing overtime pay.

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