PROFILE

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 Retailwire.com, 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.
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  • Posted on: 11/30/2022

    Claire’s sets up shops inside of Macy’s stores

    The stores-within-a-store concept isn’t new but it needs to grow and expand if department stores are to survive and thrive. Stores must provide products and services not easily purchased via e-commerce. Piercing is one good example. Perfumes are another. Certain brands of clothes that require service and individual assistance and customer attention is another.
  • Posted on: 11/30/2022

    Was the high-traffic Thanksgiving weekend a promise of things to come?

    Most trends remain volatile and unstable for the present and foreseeable future. The pandemic has long-term implications which remain volatile.
  • Posted on: 11/30/2022

    Can Alexa find a path to monetization?

    Consumers need to see products and choices on first-time purchases but once they are in the habit of purchasing a certain brand and item, they might re-order via voice -- if they are confident Alexa is offering the best of the available prices and values. Amazon has more work to do in building consumer confidence.
  • Posted on: 09/23/2022

    Did Target just move Black Friday up to October 7?

    "Black Friday" will continue to be the year's largest retail event, even if spread thinner by early and late starts a few days before and after. However, an event as early as October is a separate promotion that does not replace Black Friday. Target, and other retailers, will still have Black Friday when the time comes. Also, consider that most consumers are not purchasing for the holidays in October, regardless of sales.
  • Posted on: 09/23/2022

    Is an influencer a legit career?

    Being an influencer is potentially a legit career if it's approached, practiced, and executed as a real business. However, the opportunity was much greater, and easier too, a few years back when influencer-competition was a fraction of what it has become, and before most consumers realized as much as they do today, that an influencer is paid by the brands which they influence. It's often regarded today the same as advertising.
  • Posted on: 09/23/2022

    FTC commissioner says it’s time to enforce the Robinson-Patman Act

    My response might be unpopular, but Robinson-Patman Act was written by governmental people who were clueless how the retail and consumer products business, and the flow of money, actually works. First off, Robinson-Patman was almost strictly about pricing. It didn’t take in consideration many types of vendor promotion, rebates, BOGOs, accrual, co-op, or other forms of discounting that affects pricing. Secondly, with all due respect to the mom and pop stores, pricing is affected by volume, economies of scale, and efficiencies, as noted, and as it should be. Any supplier will tell you that the cost of doing business with a small retailer is often far more expensive than with the large ones. Next, Robinson-Patman will be virtually impossible to manage, or enforce, on Amazon, and its third parties. There are far too many variables to watch, monitor, or control.
  • Posted on: 08/09/2022

    Should marketing have more control over pricing?

    As product, placement, and promotional decisions are fundamentally tied to pricing, marketing should consider them. However, not all pricing decisions are created equal. In CPG, strategic pricing decisions include price positioning for new products, price management throughout the product's life cycle, price discounting, and competition. The strategic pricing decisions involve multiple data inputs and rely on multiple analytical methodologies. Decisions of this nature are relatively low-frequency but high-impact. Pricing and discounting decisions related to specific sales opportunities are tactical pricing decisions. Salespeople managing specific sales situations may find it difficult to explain that understanding to their boss, much less to the rest of the company, in order to make tactical pricing decisions well. But it must be done.
  • Posted on: 04/20/2022

    Has Barnes & Noble turned the page?

    James Daunt and his new team have combined some of what's old with some of what's new. The Barnes & Noble "experience" can't be duplicated by e-commerce. The stores provide readers with a well-lit walking library atmosphere, as well as a smell of freshly brewed lattes and books. Millennials are now enjoying Barnes & Noble, perhaps for the first time, and Boomers and Gen Xers have returned. Although it’s a national retail chain, where assortment was once very standard, Barnes & Noble has transformed well into also being the local book store. During the post-pandemic period, Barnes & Noble served as a relatively "safe place" to shop and spend some time out of the house.
  • Posted on: 01/10/2022

    Has BOPIS lost its pandemic boost?

    All bets are off once again while Omicron continues to build momentum. However as convenient as BOPIS might be, it's not nearly as convenient as having goods delivered to your front door. In addition, with a labor shortage still existing, curbside pick up has slowed or has even been suspended in some situations.
  • Posted on: 12/14/2021

    Should retailers do more to protect frontline workers?

    All good suggestions, however, the notion that these are coming from a union causes me to wonder if this might be an introduction to actions or issues. In all the chains I’m regularly in contact with, it seems that the private sector management teams are already doing all they possibly can to protect employees, except some do not require vaccines, because government mandates are shunned by much of the public, including store-employees. Nonetheless, the frontline workers are taking a big risk for us each and every day, because as we know, a great many customers they come into contact with remain unvaccinated.
  • Posted on: 12/13/2021

    Should gig workers choose flexibility or protections?

    One of the reasons GIG is successful is because of what it's not. Strictly from a consumer perspective, once the concept transforms to employment, unions, and other developments that cause the service to be less flexible, more expensive, and more restrictive, it will start to lose some of its appeal. I'm sorry, but it's true.
  • Posted on: 12/13/2021

    Aldi fans can’t wait to shop its ‘Aisle of Shame’

    It’s ironic that most people shop Aldi for sensible pragmatic reasons, low prices, and good value, and yet shoppers are enticed about the novelty items in, “aisle of shame.” I think that Aldi understands human psychology and its contradictions. Aldi, of course, should continue to pursue this aisle, but not expand it, in terms of space. Other retailers don’t often try to imitate Aldi, however, this will be an exception.
  • Posted on: 12/10/2021

    Is union’s victory at Starbucks a sign of things to come?

    The unionizing in the one store might spawn a trend at Starbucks and, eventually, other places. The tricky part is that some stores are privately owned and some are corporate. Some are stores within a store, and even owned by the store itself. Starbucks corporate management has always positioned the brand as being employee-friendly, open-minded, and “liberal.” If employees attempt to unionize, there might be resentment at corporate headquarters. With the current labor shortage environment, as it is, many Starbucks locations are open limited hours and are having to close unexpectedly when even one or two employees don’t show up and cannot be replaced. Unions, it would seem, will make business even more difficult for Starbucks.
  • Posted on: 12/10/2021

    Will guilting consumers help reduce online’s high return rates?

    Consumers might be less inclined to make returns on items purchased for $5 or less, however at any higher cost, consumers will continue to return items they don’t want, or don’t like, or don’t fit. Consumers will not feel guilty for retailers. As it is, many naïve consumers wrongfully believe that retailers are making loads of money while paying employees poorly. The strongest deterrent to returns is inconvenience, not guilt.
  • Posted on: 04/16/2021

    Can omnichannel be as profitable for retailers as in-store sales?

    Even before the pandemic, consumers expected seamless omnichannel shopping experiences. Omnichannel strategy has to be all-inclusive and across-the-board. You need a strong basis, supported by integrated marketing and advertising, operations, and shipping and fulfillment. Omnichannel execution is the only way for a brand to address the shopping complexity before and after the pandemic era, which is likely to come and go in years ahead.

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