David Biernbaum

Founder & President, David Biernbaum & Associates LLC

DAVID BIERNBAUM is a consultant, master broker, national retail sales and business development professional, and marketing expert for consumer goods in the mass markets.

David Biernbaum…

Since 1977, is a consumer packaged goods professional in the field of marketing, retail sales, broker management, and business development.

Has a far-reaching background and resilient career building equity for major consumer packaged goods (CPG) companies…

…And also several start up’s and young companies, with national brands, niche brands, licensed, private label, and all types of specialty brands in HBC, OTC, GM, Oral Care, Non-Foods, and consumer electronics.

  • At (GSK) Beecham; led initial launch of Aquafresh toothpaste, a major global brand.
  • National leadership and new licensing agreements elevated Zooth Inc. to its market dominance leading to it’s acquisition by the Gillette Co. and then Procter and Gamble.
  • As Senior VP, led Vi-Jon Laboratories to become a major force in HBC private label leading to its highly profitable merger and industry dominance the company still builds on even today.
  • At The Gillette Company’s Oral B Laboratories; led sales forces through high-impact maneuvers often shattering record sales and breaking competition.
  • Highly successful development of several niche and specialty brands; examples include TheraBreath, Fresh & Go, Milkscreen nursing products, Mineral Ice, and others.
  • For major national companies such as Abbott Laboratories and Beecham Products; led regional launches for brand names such as Selsun Blue, Murine, Faultless, Tronolane, Cling Free Sheets, Calgon, Massengill, and Fruit Fresh.
  • As a transition consultant for a new owner at Medallion Foods; took over as interim president then re-staffed the company with great results and lasting success.
  • As COO at Ultradata Systems, Inc; licensed travel information computers to companies such as Rand McNally, AAA, Lucent Technologies, etc.
  • Launched several oral care products in the mass markets to raise funds for The Susan G. Komen Breast Cancer Research organization.

David Biernbaum has written hundreds of columns for trade magazines such as MMR, Chain Drug Review, and PL Buyer, and currently David is a “BrainTrust” panel member at, the very popular blog read every day by hundreds of retail executives.

Working directly with retail executives on numerous industry committees, David is also an instructor at colleges and he is a frequent speaker for industry seminars and panels.

Recently, David founded and developed the CPG Retail Professionals social networking group on LinkedIn. Services Performed:

  • Sales, Marketing, Business Development and Consulting
  • Master Broker: Chain Drug, Supermarket, Mass Merchandisers
  • Complete All-In-One Sales/Management
  • Hiring of all brokers nationwide and total broker management
  • Expert sales presentation development
  • Hands-On Retail Sales support
  • Expert Consumer Goods Marketing
  • Expertise with Market Analysis, Retail Planning, CPG Package Design, and Essential Sales materials.
  • Comprehensive Business Planning
  • Complete brand equity development
  • Trade Shows development with expertise for ECRM, NACDS Marketplace, GMDC, and PLMA.

Consulting available by phone, e-mail, on-line. Consulting available at David’s office or client’s facility.

Consumer Goods Marketing, National Retail Sales, and Business Development Specialist, and Consultant. Since 1977, outstanding success delivering brand-equity for client-companies, brokers, and retail partners, and more than 200 CPGs on today's shelves. HBC, OTC, Personal Care, etc., with bias for category expanders, superior technology, and premium pricing.
  • Posted on: 12/09/2020

    Are retargeted ads better at driving sales or annoying shoppers?

    Remarketing works, but you shouldn’t assume it will bring new visitors to your web site or landing page. Where remarketing is best used is for reinforcement and retention. Resist the temptation to be too aggressive because aggression turns people off. The more you personalize your ads, the better you can convert them. Control your ads! Personalize your campaigns, and don’t get overly complacent with going down the same path over and over. Finally, do not discount the use of e-mail because customer acquisition via email has quadrupled over the past four years.
  • Posted on: 11/20/2020

    Walgreens reinvents its loyalty program, launches 30-minute pickup service

    I do understand the reasons for skepticism with regards to the complexities of the new program, however it is otherwise hard to find fault with. The DoorDash component and the app's capability for pre-scheduling vaccines are timely. I don't know that there will be a significant shift in the competitive prescription arena, however some of these new features might help to increase compliance. The true benefit will be the lift this is likely to give to front end, OTC, and other consumer products. Some of the cost of this new program is being passed along to suppliers, so I think we all should try hard to make it work well for everyone involved.
  • Posted on: 11/16/2020

    Costco makes everybody mask up

    These requirements will boost significant confidence for an overwhelming majority of customers that Costco is a safe place to shop. Retailers should not concern themselves with the small minority of people that still don't "get" why face covering only works when we all participate.
  • Posted on: 11/02/2020

    Can grocery self-serve bars be safely re-imagined?

    Food bars as we know them probably will not return for several years, at least until shoppers have more protection beyond the sneeze shield alone. In the meantime food bars will need to re-open slowly, but with masked and gloved employees dishing out each item. Some retailers are considering having coolers with prepared and packaged combinations of foods and salads. Ironically, it was the 2008-2009 recession that inspired food bars as we know them today, and this situation too will inspire innovation.
  • Posted on: 08/24/2020

    Should restaurants charge a pandemic fee?

    Restaurants definitely need to have a method for bringing in enough revenue to remain open and in business. Restaurants might decide to charge a fee for COVID-19, however it's the customer who will decide whether or not the fee is acceptable. If consumers do not want to pay a fee, they will stay away from restaurants that charge one. Consumers dislike fees. Often it's better for a business, or an industry, to raise prices.
  • Posted on: 08/18/2020

    Cloud tech becomes a retailing priority amid COVID-19

    Retailers and brand suppliers are still trying to get a better grasp on all current and developing situations so that they can make more informed decisions. Since we do not know what the future holds, or what the timeline will be, the use of cloud technology is evolving each day to something not quite the same as the day before.
  • Posted on: 08/17/2020

    Can retailers mitigate holiday delivery fee spikes?

    Consumers despise fees for service, shipping, and delivery, and that is why one-time fees, as with Amazon Prime, are so popular. Retailers are better advised to implement one and done coverall fees, averaging in the extra demand for holidays, or else build the costs of delivery into prices.
  • Posted on: 08/17/2020

    Smart home spending to take a temporary hit before surging

    It's likely that many consumers still have the perception that smart home technology is expensive and unnecessary, but also complicated to set up without bringing a tech person into the home. At present, home visits are not welcome except for absolute necessities.
  • Posted on: 07/27/2020

    Are boycotts becoming bigger risks?

    Among a hundred other insane things, 2020 is the year of protests and boycotts, almost non-stop. But since there are such a ridiculous number of protests and boycotts, none of them are able to stand out. My advice to retailers might surprise you. Ignore the protests or boycott rhetoric because odds are slim that it will even happen. Do not panic, and do not over react. A few days from now the attention will be on a dozen other things. I promise.
  • Posted on: 05/27/2020

    Are store brands set for a big growth spurt?

    When store brands look and perform as well or better than national brands, retailers will benefit from sales to a higher spending consumer than when store brands are strictly private label knock-offs. Brand naming and package design are critical. Store brands need to be properly positioned, not understated nor overstated.
  • Posted on: 05/26/2020

    What will Applebee’s and Boston Market learn from their virtual restaurants?

    The creation of new brands, virtual, or otherwise, might be a good or bad idea from a marketing and business perspective, depending on specifics. Many restaurant companies have multiple brands. I cannot find fault with virtual brands that play off names or characters associated with parent brands. Pasqually is apparently a trademarked character associated with Chuck E. Cheese and, therefore, transparency is inherent to Chuck E.Cheese's loyal customers. Ethically, however, there probably should be some text or logos on menus, apps, and ads, that identify an association between Chuck and Pasqually.
  • Posted on: 04/18/2019

    Will former exec’s Godiva café plans spell trouble for Starbucks?

    Annie Young-Scrivener’s resume and direct-competitor experience is an obvious advantage for Godiva. However, to presume that Godiva’s 200 stores, or perhaps eventually as many as 500 stores, or 1,000 stores, will hurt the Starbucks brand, is erroneous on so many levels. For one, Starbucks already has competitors, nationally, globally, and in every local market. Many competitors have come and gone but, in any case, Starbucks continues to prevail as an enduring brand that continues to grow year after year. This is not to suggest that Godiva will not succeed on its own. Godiva is a great brand associated with outstanding quality. However, there does exist a wide growth market for coffee, and coffee shops, and there is plenty of room for Godiva without hurting Starbucks.
  • Posted on: 01/08/2019

    Sears likely headed for liquidation

    Sears lost its brand and store identity on the day Eddie Lampert stepped in. Kmart lost its brand and store identity the day that Walmart decided not to be just rural, anymore. Both retail chains did little more than to “exist” during the entire Lampert era. Both chains became “all things to no people.” Sears lost all its former strengths, including its exclusive brands, primary services, in-store atmosphere, and failed miserably to convert the best and most established catalog in the world, to an effective e-commerce operation. Kmart was treading water for many years while repeatedly drifting back and forth from one poorly executed strategy to another. What Kmart became best known for were empty parking lots, empty shelves, and a burned-out blue light. Oh wait, Eddie Lampert even tried turning the blue light back on for a month or two. It’s all very sad for those of us old enough to remember when both Sears and Kmart ruled the world. Hmm, maybe Kmart should have skipped the rebirth of the blue light and reverted to being Kresge variety. The luncheonette counter would be a big hit with the Millennial generation. Nah.
  • Posted on: 01/07/2019

    Will AI, tariffs or some other news be the big retailing story of 2019?

    The "tariffs" situation will work itself to resolution, or at least an end, in the near future. The more important longer-term (effect) stories will be more retail acquisitions by Amazon, an increase in same-day delivery services offered by traditional retailers and third-party services, and additional apples-oranges mergers and partnerships between retailers in different channels.
  • Posted on: 10/02/2018

    Will Amazon’s new $15 an hour minimum wage mess up rivals’ seasonal hiring plans?

    For certain, every human who wants to work has plenty of opportunities, and no excuses anymore for self-inflicted unemployment. There is a shortage of "workers" throughout the U.S. which means there will be indeed, competition for available human resources. Retailers will do whatever they "need" to do to be open and operate profitably now, through the holiday season. If certain retailers need to raise wages, or provide other advantages or benefits, temporarily or otherwise, I think they will do so.

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