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: 06/20/2018

    IKEA says no to plastic

    With consumers and legislators pushing to eliminate plastic waste, IKEA is choosing to get in front of the issue. The retailer will garner some good publicity, while showing competitors that going plastic-free can be accomplished.
  • Posted on: 06/20/2018

    CVS looks to one-up Walgreens, other rivals with nationwide Rx deliveries

    CVS is playing catch up, so I doubt this will have much impact on the competitive balance within the retail pharmacy business. And with Amazon poised to enter the drug business, delivery is a must have for any pharmacy that wants to stay competitive. The $4.99 price point is also a deterrent, since Amazon will probably offer free two-day delivery for Prime members.
  • Posted on: 06/19/2018

    Best Buy makes health and wellness tech a strategic priority

    Best Buy realizes that it can serve a key role with consumers and is rushing to fill it. Part of that role is IoT. As more and more of these devices enter our homes, we'll need experts to set them up, troubleshoot them and repair them. This is a good example of how a retailer can become successful by participating in consumers' lifestyles, not just try to sell stuff.
  • Posted on: 06/19/2018

    Will an online dating site formula work for pop-ups?

    Bringing landlords and potential tenants together is a great idea. Pop-up shops have proven their worth to both new and existing retailers. Anything that can bring some excitement to retail centers should be welcomed.
  • Posted on: 06/15/2018

    Marshalls brings Father’s Day gifting to Manhattan’s streets

    Nice gimmick. Marshalls was able to garner publicity while highlighting the fun, treasure hunt nature of its stores. Retailers can capitalize on Father's Day through interesting items and experiences, rather than relying on traditionally boring items like ties and other fashion accessories. As a dad, this can't come too soon.
  • Posted on: 06/14/2018

    Reasons you’re afraid of retail sales training and what to do about It

    The biggest obstacle preventing employees from embracing training is that they fail to see retail as a career -- it's just a placeholder until they move on to something meaningful. If that's the case, why should they spend time learning something new or buying into a new system?
  • Posted on: 06/14/2018

    Retailers stand out by vetoing the ‘pink tax’

    Retailers should explore any options that allow them to differentiate from each other. Eliminating the pink tax, particularly when women's issues are grabbing daily headlines, could be a great way to accomplish this. And if enough retailers push back on manufacturers, perhaps the tax would go away, rather than having to be absorbed as a cost of doing business.
  • Posted on: 06/14/2018

    Do retailers need RFID to do BOPIS right?

    Perhaps the question should be: Do retailers want to upset consumers by showing an item is in stock and then not having it available when the customer arrives to pick it up? If the answer is "no," then retailers need to know exactly what they have in inventory. Any technology that can provide that level of inventory detail should be utilized.
  • Posted on: 06/13/2018

    Macy’s takes stake in retail-as-a-service tech firm

    With STORY and The Market, Macy's can create a treasure hunt experience for consumers, while sampling different product lines. b8ta will help them accomplish this. Perhaps these concepts will bring some excitement back to shopping at Macy's.
  • Posted on: 06/13/2018

    Will IHOP’s burger buzz translate into sales?

    In a land where seemingly every restaurant has a signature burger, are consumers going to think IHOP when a burger is on their minds? Remember when Applebee's wanted to move to a more hip menu? IHOP needs to tread carefully and not lose sight of its core audience.
  • Posted on: 06/13/2018

    The question for today’s retailers: What business are you in?

    Retailers need to fill a role in consumers' lives and create a core story that defines the customer experience. Otherwise, they just sell the same, or nearly the same, products as their competitors. Consumers expect retailers to do more than sell stuff. They expect a need to be met or a problem to be solved. In this regard, retailers need to remain nimble. Macy's was nimble, then seemingly lost touch with consumers. Target lost touch, but recently seems to have regained its story and its footing. It's not easy being a retailer today.
  • Posted on: 06/12/2018

    Facebook to ban advertisers if they don’t clean up their acts

    Hopefully Facebook will be successful in its effort to hold advertisers accountable. This is one of many steps the online giant is taking to make the site more trustworthy and friendly for users, which Facebook executives hope will help heal the wounds it's recently suffered and slow the loss of users.
  • Posted on: 06/12/2018

    Are chronic online returners only a few bad apples?

    A small percentage of online shoppers are driving the high return rates, just as a small percent of brick-and-mortar shoppers drive store returns. Some of these folks are gaming the system, but that doesn't mean that e-tailers should make returns harder. The leading categories for returns, clothing and shoes, require proper fit, yet there is no way to try on an online purchase until the item arrives. If you are an e-tailer in either of those categories, you had better budget for high returns.
  • Posted on: 06/11/2018

    Brands win with TV 2.0 and the new direct mail

    Marketers need to consider a mix of media to create successful marketing campaigns. Utilizing new technologies, TV can be added to the mix without the traditional lead times and, in many instances, without the traditional cost. We are way beyond the era of three television networks controlling television viewership and ad pricing.
  • Posted on: 06/05/2018

    Is data-driven marketing holding back storytelling?

    Data can be interpreted in many ways, leading to a number of possible stories. When combined with the fact that most companies' original stories were not based on data, modern marketers are faced with a dilemma. If they go with stories crafted strictly from data, they run the risk of losing sight of their business. And if they fail to incorporate data into how a marketing message is crafted, they risk losing customers. Is it any wonder that the average term of a CMO is less than 18 months?

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