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: 10/18/2017

    Amazon is making a power move on Nike and other sportswear brands

    Amazon has decided to make a push into apparel, just as it has created private label products in other categories. It makes sense. There's more money in private label and consumers are spending more on athletic apparel than ever before. This is a natural extension of Amazon's other apparel ventures.
  • Posted on: 10/18/2017

    Should the holiday selling season be retired?

    While Ms. Yohn makes a number of valid points about using data to create better selling opportunities, consumers spend more in November and December. Retailers need to compete for those holiday dollars, while trying to better distribute sales throughout the year. Retailers de-emphasize the holiday season at their own peril.
  • Posted on: 10/13/2017

    Amazon has plans to deliver packages to car trunks

    Porch pirates are a huge problem for retailers. Folks in my neighborhood regularly report packages being stolen when they are not home to receive them. In-home, in-trunk, local lockers--all are ways to prevent theft. These alternatives will never completely replace at-home deliveries, but they offer alternatives that benefit consumers and retailers alike.
  • Posted on: 10/12/2017

    Are store brands a ‘fundamental defining piece’ of the retail experience?

    Private label should be part of defining most retailers -- and this could be good news for many retailers. But building a successful private label program requires more than just copying national brands. It takes a skillful marketing program and lots of creativity to make a brand successful. That effort may not be worth the cost to some retailers, but those who deploy it successfully will see higher sales and better margins.
  • Posted on: 10/12/2017

    Amazon gives teens their own Prime logins

    Teens have tremendous spending power. Why shouldn't Amazon tap into it? This will generate sales while creating brand loyalty. The approval and return privileges should lessen some of the angst that parents might have about setting up Amazon accounts for their teens. And if parents play this properly, it could become a tool for teaching teens about managing money, saving and spending.
  • Posted on: 10/11/2017

    How can retail stores open doors to higher quality applicants?

    All of the above suggestions focus on the needs of the store. What about the needs of the applicant, like wages, benefits and hours? Employers need to speak to the desires of potential applicants (and applicants of different age groups will have different needs). With unemployment being so low, it's important to put the applicant first and sell by servicing his/her needs.
  • Posted on: 10/11/2017

    What marketing lessons can we learn from Amazon?

    Amazon launched selling books at below market rates, so price was the initial success factor for the company. Product was also central to launching -- remember the spots where the Amazon spokesman called the Vatican to see if they had more books than Amazon? Today the four Ps work in conjunction for Amazon. Presently, Amazon only has one true competitor in the U.S. -- Walmart. Walmart is the only company that has the scale to potentially overtake Amazon.
  • Posted on: 10/10/2017

    Is Ace on-brand with The Grommet acquisition?

    Smart move by Ace management. The Grommet can provide Ace with a never-ending stream of new products and another reason for consumers to stop by their local Ace Hardware store. The Grommet, in turn, could provide Ace with a ready-made online presence.
  • Posted on: 10/10/2017

    Walmart seeks online edge with 35-second returns

    One thing we all have a finite amount of is time. Consumers want convenience that saves them time. This move by Walmart addresses their biggest consumer complaint, while separating it from competitors like Target. Kudos to Walmart management for taking numerous steps to save time. I expect consumers will handsomely reward these efforts.
  • Posted on: 10/09/2017

    Office Depot to transform into IT service giant after $1B deal

    On the surface, the combination of an office supply store and a business services company makes sense. I just wonder if the deal comes too late to save Office Depot.
  • Posted on: 10/09/2017

    Are retailers confusing customer service with the customer experience?

    I like the question, "Are you easy to do business with," and wish more retailers would ask it. Too often needless hurdles are put in the way of making a sale and delighting a customer.
  • Posted on: 10/04/2017

    Can retailers be healthcare disruptors?

    Access to medical care is changing, with Americans being offered more locations for access to medical professionals. Some retailers may have the space, and may be willing to undertake the effort, to host a medical clinic. For others, this doesn't make sense. Retailers need to take a hard look at the numbers and the liability before jumping into hosting a clinic.
  • Posted on: 10/04/2017

    Thrive Market co-founder: ‘Data and storytelling go hand in hand’

    Most retailers pay lip service to telling a story, relying instead on values like lower prices. Today, more than ever, it's important for a retailer to stand for something. That story may reflect the history of the company, its values or affiliation with a cause. Consumers, particularly Millennials, want to feel good about their purchases. A story goes a long way towards creating that affinity.
  • Posted on: 10/04/2017

    Has Amazon really saved Whole Foods from its ‘Whole Paycheck’ trap?

    Amazon ownership will cause some change in Whole Foods pricing. But this is more a case of wishful thinking by consumers, who equate anything touched by Amazon with lower prices. It will take some time and more effort for Whole Foods to lose its Whole Paycheck label.
  • Posted on: 10/03/2017

    Walmart deal shows it’s serious about same-day delivery

    Walmart realizes that it's often better to acquire a company than to try to build in-house. In densely populated areas, like Manhattan, it makes sense to offer delivery. If Walmart wants to maximize relevancy in these areas, it needs to adapt -- and today adapting means offering delivery.

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