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: 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.
  • Posted on: 04/08/2021

    Will Best Buy’s customers love its new service and savings plan?

    The Best Buy subscription program is ambitious, and will have adequate curb-side appeal, however, $200 will seem like a lot of money for most customers. That’s not to suggest that it’s not worth $17 per month for total tech support, because if the quality of service is reliable and good, it is a very decent value. I think Best Buy will need to make a sizable investment into new advertising, digital marketing, and public relations to sell their consumer on the service and cost.
  • Posted on: 04/08/2021

    Will climate action become less of a priority for retail post-pandemic?

    Climate change means different things to different people, and climate change means different things to different industries, including retail. For retail, it’s all about sustainability, which will take a back seat for a while, because sustaining the basics of business, profit, regenerating in-store traffic, improving e-commerce to compete better with Amazon, and dealing with inflation for the first time in many years, and a number of many other immediate concerns, all will be more urgent. That’s not to suggest that sustainability will regress. It won’t. Most chain-retailers are publicly-held corporations, and shareholders are all for good conscience, but more concerned, at present, about the growth and sustainability of their investments.
  • Posted on: 04/08/2021

    Amazon’s CEO Bezos comes out in support of national infrastructure bill

    It’s hard to argue against the need for infrastructure improvements, for retail and otherwise, however, the current proposal is 70 percent non-infrastructure related. If politicians are sincere about infrastructure, the pork needs to be removed, and the proposal needs to be 100 percent related to infrastructure.
  • 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.

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