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: 04/25/2017

    Can tailored digital video messaging transform grocery end-caps?

    This signage has a potentially huge creep-out factor if it captures data from a shopper's smartphone and uses it to produce an offer. Generic advertising and product information would be more appropriate. Retailers should think twice before allowing brands to collect and use personal data in real time.
  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    In-store culture is one reason why consumers are shopping online. Others are convenience and price. Retailers need to create a customer experience that online cannot match. They need to clean up stores, make them less cluttered, manage inventories and ease the buying experience.
  • Posted on: 04/21/2017

    How will Walmart’s price cutting affect Kroger and other rivals?

    When the big boys start slugging it out on price, consumers win but retailers and suppliers lose. Smaller grocers who cannot match Walmart's and Kroger's systems and buying clout must create strategies that enter the price battle. As long as Walmart can drive costs out of their systems or get manufacturers to reduce prices or take over functions formerly paid for by Walmart, they will escalate the price wars, putting pressure on Kroger, Safeway, et al. to match the price of lost market share.
  • Posted on: 04/21/2017

    Are Millennials and Gen Z more about convenience or price when they shop?

    With Millennials and Gen Z it's all about mobile. They are tethered to their phones and always have a world of data at their fingertips. If a retailer does not have what they want, at a price they are willing to pay, a competitor is seconds away. Retailers need to offer mobile experiences that make shopping easy (search, information, social and check out) and offer free shipping and free returns. Anything less will be a disconnect.
  • Posted on: 04/20/2017

    Has CVS crafted a promising new drugstore shopping journey?

    Consumers want information to make health care decisions, but will they take the time to read displays in stores versus finding it on the Internet? If I had to vote, I'd go with the Internet. Hopefully the CVS redesign will make it easier for consumers to navigate the store and sift though the myriad of line extensions that frustrate formerly simple buying decisions.
  • Posted on: 04/20/2017

    Will Amazon’s on-demand manufacturing create trouble for fast-fashion?

    If it can be done with great accuracy and at a competitive price point, on-demand manufacturing could be a game-changer for clothing, shoes and textiles. Imagine a retailer not having to carry inventory -- saving space and capital. Laser measurement would assure a perfect fit. The only question would be how to handle returns.
  • Posted on: 04/19/2017

    Can McD’s succeed with commercials that don’t mention its name?

    Some consumers will get sucked in by this gimmick while others will be turned off by it. McDonald's problems will not be solved by $1 Cokes. Its food is out of favor with many consumers. Fix the food, then try the gimmicks.
  • Posted on: 04/19/2017

    Will Walmart reap dividends from training academies?

    It's smart for Walmart to invest in its employees. Happy, well-trained employees are more loyal to the company and make for happier customers. Walmart has seen positive results from these efforts. Other retailers should follow this example. Too often retailers bemoan employee attitudes and loyalty. Perhaps they should try paying more and investing in employee growth.
  • Posted on: 04/19/2017

    Will help PetSmart gobble up the online pet market?

    The acquisition makes a lot of sense for PetSmart, who has not been able to gain much e-commerce traction. It also makes sense for Chewy investors, who come out of the deal with piles of cash. The question is, how will consumers fare now that Chewy is no longer a stand-alone e-commerce retailer? As a loyal Chewy customer, I hope that PetSmart will not do anything to hurt the customer service culture that makes dealing with Chewy such a pleasure.
  • Posted on: 04/18/2017

    Will image shopping jumpstart m-commerce?

    What took them so long? Consumers have wanted to make purchase from within apps like Snapchat, Instagram and Pinterest for a while. This technology could be the breakthrough that the sites, and consumers, have been waiting for.
  • Posted on: 04/18/2017

    Are consumers’ AI fears rational?

    I think AI is too new for consumers to grasp its uses and value. Over time it will become a norm, and the science fiction versions of a computer like HAL 9000 taking over their lives will cause their fears to fade.
  • Posted on: 04/18/2017

    Will Amazon pull a Quidsi on Zappos?

    Zappos, unlike Quidsi, has great brand equity, and Quidsi never really integrated with Amazon's systems and culture. That said, now that it is the dominant shoe retailer online with it's own positive reputation for customer service, Bezos and company may decide not to support two brands in the marketplace.
  • Posted on: 04/17/2017

    How should retailers use social listening tools?

    It's amazing how much retailers can learn by listening. Social listening can be used to hear what customers are thinking, monitor what they are saying about your company, learn about what your competitors are doing and so much more. Equally important to listening is responding. Retailers, when responding to consumers, should not be selling. Rather they should be engaging in a helpful dialogue. Listen, pause, learn, reflect, respond.
  • Posted on: 04/14/2017

    What’s keeping shoppers away from the frozen aisle?

    Frozen is not perceived as being fresh and consumers are all about fresh. Also, frozen foods are perceived as being processed with ingredients that consumers don't want. I like the idea of making the frozen food aisles more welcoming and attractive, but there are higher hurdles than window dressing that the frozen food industry needs to address.
  • Posted on: 04/14/2017

    Are retailers missing the social marketing boat if they’re not on YouTube?

    Brands and retailers should be experimenting with YouTube. Whether utilizing the methods described in the article or posting engaging, informative videos, marketers can no longer sit back and watch; they need to dive in. The costs are not high, allowing marketers the opportunity to test formats and messages. With fewer people watching traditional television, and video being a proven format, the time has come to give YouTube a try.

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