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: 06/26/2017

    Will putting a spotlight on associates help boost Kroger’s business?

    It never hurts to acknowledge employees. Feed the Human Spirit is a great message for associates to show that they are valued in the community. It's also a message targeted towards Millennials, who like to support brands that stand for something.
  • Posted on: 06/26/2017

    Will Sears get traction with its new appliance and mattress store concept?

    Perhaps the appliance and mattress stores or the stand-alone appliance stores will allow Sears to stay in business for a few more years, but the Sears brand has lost its meaning and relevance with consumers. It's a matter of time before Sears and Kmart drift away permanently.
  • Posted on: 06/22/2017

    Will a new price match program lead more people to shop on eBay?

    Combining price matching with better customer service should help eBay remain competitive with Amazon and other online sellers. Hopefully, eBay will roll out both programs to more products. The larger the assortment, the better the consumer response.
  • Posted on: 06/22/2017

    Is Starbucks passing the buck to baristas on customer service?

    Starbucks management is right to work on maintaining a high level of customer satisfaction. The problem may be in the translation of that desire to its staff. Management would be wise to solicit employee feedback and act on the suggestions that increase customer and barista satisfaction. Front-line employees frequently have valuable ideas on ways to improve customer satisfaction. Helping them understand the pragmatic aspects of those ideas, while actively considering them, will build morale while improving service. Neither management nor employees always know best.
  • Posted on: 06/22/2017

    Does Costco need to significantly undercut Amazon’s prices?

    Costco does need to undercut Amazon's pricing wherever possible to maintain competitiveness. The biggest reason to do this is Costco's limited assortment. Most consumers do not think of checking Costco's website when considering a purchase; they start and end their search on Amazon.
  • Posted on: 06/21/2017

    Why did McDonald’s end its Olympic sponsorship?

    McDonald's ended its Olympics sponsorship because the company is not seeing enough of a return on its investment. Its sales are down or flat, the next three Olympics are not conducive to watching live in the U.S. and there are numerous other ways to tie in with Olympic athletes without the high price demanded by the Olympic committee. Many companies, many mentioned in the article, are not realizing value from Olympic sponsorship. McDonald's is merely the biggest name to end its relationship with the games.
  • Posted on: 06/21/2017

    Will Amazon Prime Wardrobe change how Americans shop for clothes?

    Here they go again. Amazon enters a new area and thoroughly disrupts old business models. Traditional clothing retailers have much to fear from Prime Wardrobe. Consumers can shop in the privacy of their homes with no salespeople, no inventory issues and no commitment to buy. Purchasing is as easy as a click and returns require little effort. Traditional retailers need to up their game and create relevant in-store experiences or offer exclusive merchandise if they want to compete.
  • Posted on: 06/20/2017

    Will UPS’s Black Friday delivery surcharge have retailers seeing red?

    With free shipping considered to be a consumer must-have, look for retailers to either 1.) Eat the surcharge, 2.) Require a minimum purchase to get free shipping or 3.) Seek alternative methods of shipping. I think most will try to find a way to eat the surcharge.
  • Posted on: 06/19/2017

    Will the Bonobos acquisition give Walmart a fashion edge?

    Walmart and Amazon are in the ultimate retail arms race. Since Walmart can't seem to create home-grown e-commerce, it has turned to acquisitions. From these acquired brands, look for the company to broaden its reach and effectiveness. Walmart wants the 90 percent of Americans that visit its stores each month to also shop online. Amazon wants to extend its 41 percent share of e-commerce into brick-and-mortar. It's going to be an interesting battle.
  • Posted on: 06/19/2017

    Did Amazon just patent tech that could end showrooming in its stores?

    It's ironic that the company that benefits most from showrooming would patent a process to block it. That said, it's easy to bypass, just turn off Wi-Fi and use data from your mobile carrier.
  • Posted on: 06/16/2017

    What happens now that Amazon is acquiring Whole Foods?

    Why would Amazon want to acquire a chain that is underperforming and facing ever greater competition in a business segment with razor-thin margins and a management team that is under fire for being unable to generate greater profits? I know Bezos and company want to move into brick-and-mortar but I wonder if this acquisition is the best way to do that.
  • Posted on: 06/16/2017

    Will AI transform gift giving?

    Consumers want gift giving to be easier. AI can provide a welcome assist. Consumer acceptance will hinge on how long it takes to enter the information needed for the computer to make the gift suggestion.
  • Posted on: 06/15/2017

    Will new payment options make Amazon Prime memberships even more popular?

    Smart move by Amazon to reach consumers who might be underserved by the Internet and e-commerce, and to take definitive action to reduce credit card fees. This comes on the heels of Amazon offering a credit card that gives 5 percent back for purchases on the e-tail giant. All of these moves will help cement Amazon's lead in e-commerce and grow both Prime membership and sales.
  • Posted on: 06/14/2017

    Can fitness centers save malls?

    To survive, malls need to become experience centers, not just shopping centers. Offering experiences like fitness centers makes sense. Malls have the physical space and the parking spaces necessary to pull this off. A large fitness/wellness center will attract hundreds of customers each day. And that many be hundreds more than would be drawn to another department store.
  • Posted on: 06/14/2017

    How smart is’s decision to delist Costco’s Kirkland brand?

    In the age of online shopping, it's hard to erect walls and still try to achieve superstore status. In the brick-and-mortar world things can work differently. Sam's Club doesn't sell Costco. But does not operate in that world. Consumers who want Kirkland products will buy them somewhere else, and the hit to Costco's bottom line will be minimal.

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