PROFILE
  • Max Goldberg
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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: 07/12/2018

    New CEO focused on keeping the Dunkin’ brand relevant

    Hoffmann realized that shifting the focus from donuts to coffee would improve consumer perception and position the brand for growth. Focusing on coffee and convenience, while eliminating slower performing products, should help speed up the lines. Dunkin' seems to be benefiting from Mr. Hoffmann's willingness to take the chain in new directions.
  • Posted on: 07/12/2018

    Survey: Customer experience tech rivals personal attention from staff

    Some consumers may like more technology at retail, but before embracing tech, retailers must ensure that it will consistently work. Otherwise, it's worse than having no tech at all. Small retailers should adopt the technology they are comfortable working with and continue to emphasize their differences from large, national chains. And they should monitor technological advances, looking for reliable technology that can be easily added to their stores to enhance the customer shopping experience.
  • Posted on: 07/12/2018

    Google and Shopify team up to blunt Amazon’s digital ad push


    Marketers should spread their advertising dollars across a variety of platforms. Google and Amazon both draw large numbers of visitors. By strategically spending on both, brands can better reach their target demographics. The Shopify/Google alliance will impact Amazon, but it doesn't make Google the end-all and be-all in digital advertising.
  • Posted on: 07/11/2018

    Will Amazon team with third-party sellers as a Prime perk?

    Amazon has a voracious appetite to grow and other retailers could use the traffic, so there may be some synergies here. Adding Prime perks makes membership more valuable, which will allow Amazon to raise the price of Prime -- a logical next step if membership is saturated. Merchants could benefit from having more shoppers, even if it means absorbing the Prime discount and sharing data with Amazon.
  • Posted on: 07/11/2018

    Kroger shakes up own-brand fashion with one fell swoop

    Kroger is trying to follow in the footsteps of Target by creating exclusive fashion merchandise. This may work at Fred Meyer, which has a long tradition of carrying clothing, but I'd be hesitant to buy clothes at my local Ralphs.
  • Posted on: 07/11/2018

    Is your culture your brand?

    A company's brand should be reflected in its culture, otherwise there is a disconnect that will impact morale, which will impact sales. Companies need a story behind their brands that encompass what the company does and why it's important. That same brand identity should be part of the company's internal culture.
  • Posted on: 07/10/2018

    Will lockers transform Home Depot’s BOPIS operations?

    BOPIS lockers are a great idea for smaller items but, as the article says, many of the items sold by Home Depot won't fit in a locker, necessitating waiting in line for a sales associate. Home Depot is willing to try new things -- they were one of the first home improvement stores to widely implement self-checkout. Their competitors are watching and will, no doubt, copy what they perceive as success.
  • Posted on: 07/10/2018

    Nordstrom opening more Local stores without inventory

    Nordstrom is not afraid to experiment with new formats and ways to be available to customers. Nordstrom hubs allow the retailer to reach consumers without the expense and overhead of an anchor-sized store. Customers can try on clothes and their orders will be delivered to their doors. All of this is backed by Nordstrom's industry-leading customer service. There is little downside for consumers or the company.
  • Posted on: 07/09/2018

    Are shoppers ready to pay to park at the mall?

    Malls are losing customers, yet they want to charge for parking. It doesn't make sense. The harder malls make it to shop, the more consumers will turn to online.
  • Posted on: 07/09/2018

    Is real-time order tracking becoming table stakes for e-tailers?

    Consumers want to know where their packages are and when they will arrive, so look for more retailers to offer real-time tracking. At a minimum, retailers should inform consumers when orders are received, when they are shipped and expected dates and time of arrival.
  • Posted on: 07/09/2018

    Amazon lowballs CVS and Walgreens on OTC med prices

    Amazon is doing to OTC meds what it did in books and other categories -- offering lower prices to bring in orders. This long-term view, and a willingness to endure losses, sets Amazon apart from other retailers. Some may cry foul, but Amazon has shown that the tactic works. CVS and Walgreens can't win a price war with Amazon, so they should emphasize being in the neighborhood, convenience and service.
  • Posted on: 07/06/2018

    Abercrombie & Fitch goes to college with a new store concept


    While a small sample, Abercrombie & Fitch's Learning Labs can provide the company with valuable insights about their core demographic. Company management is trying many ways to reinvent the brand. And it never hurts to be close to your consumers.
  • Posted on: 07/06/2018

    Urban Outfitters buys into installment payment plan

    Layaway plans are back, so why not interest-free loans to buy clothing? Americans love credit and interest-free has a great, consumer-friendly ring to it. I doubt this will lure a lot of business from Amazon. And should it catch on, look for Amazon to launch their own program.
  • Posted on: 07/06/2018

    Will America win the trade war?

    There is no question that the Trump trade wars will hurt American companies and workers. Retailers and other businesses need to express their opinions to their elected representatives and, come November, encourage employees to vote to protect their jobs (make it easier for employees to get to the polls). Only by throwing the rascals out do we gain their attention and force a move to the center.
  • Posted on: 07/05/2018

    Target looks to build rep as ‘America’s easiest place to shop’

    It's a catchy slogan and an admirable goal, but Target still has a way to go to catch Walmart and a long way to go to catch Amazon. Target is hitting its stride in online, delivery options and exclusive merchandise. Branding itself as "America's easiest place to shop" will attract consumers' attention, but it's a big claim to back up.
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