More Change in Top Ranks of L.A. Gear : Retailing: Mark R. Goldston becomes president and chief operating officer. He will handle day-to-day operations at the embattled sneaker maker.

The shake-up of top management at L.A. Gear continued Thursday, as the troubled athletic shoe maker named Mark R. Goldston, a former marketing executive at rival Reebok International Ltd., to the newly created position of president and chief operating officer.

The company also announced the immediate resignation of Kevin Ventrudo, 32, its senior vice president and No. 3 official. L.A. Gear officials said Ventrudo is pursuing other business opportunities.

The moves mark the second round of executive changes to hit L.A. Gear since Trefoil Capital Investors L.P. bought a 34% stake in it two weeks ago. Trefoil is an investment fund established by Walt Disney Co. Vice Chairman Roy O. Disney.

The changes are widely seen as diminishing L.A. Gear co-founder Robert Greenberg’s power over the troubled company’s daily operations. Greenberg is chairman and chief executive.

Analysts have speculated that, with the naming of a new daily operations executive, Greenberg could be promoted to a figurehead position. However, company officials say there is no move afoot to reduce Greenberg’s influence.

The once high-flying L.A. Gear, which made its mark with fashion sneakers for women and girls, hit the skids last year after a costly expansion into high-performance athletic shoes for men and boys encountered difficulties. As the company ran short of cash, Trefoil stepped in with a $100-million infusion, a stock purchase--and a call for new blood in the executive suite.

Goldston, 36, will join L.A. Gear on Oct. 7 after two years as a principal of Odyssey Partners, a leveraged buyout and investment firm.

Prior to Odyssey, Goldston was senior vice president and chief marketing officer of Reebok International Ltd. He spearheaded the marketing effort for the “Pump,” a $500-million line of Reebok athletic shoes for men and women that is widely viewed as an industry pace-setter and marketing phenomenon.

In fact, it was L.A. Gear’s attempt to develop a competitor to the Pump--the still-fledgling Catapult model--that contributed to the problems that forced it to seek turn-around help from outside.

Soon after Trefoil agreed to take a stake in L.A. Gear, the investment firm laid out its blueprint to turn the company around.

In a filing with the Securities and Exchange Commission in August, Trefoil said it wanted L.A. Gear to hire a chief operating officer, establish strategic planning and marketing departments and strengthen its finance and accounting departments. At the time, analysts said the plan could lead to a house-cleaning in L.A. Gear’s executive floor and allow Trefoil to put its own mark on the company.

Last week, the company named Gil N. Schwartzberg, 49, formerly its executive vice president, to the new position of vice chairman. It also brought in David F. Gatto, 30, as senior vice president for strategic planning.

“We are extremely pleased to have an executive of the caliber of Mark Goldston join the L.A. Gear management team,” Greenberg said. “His intimate knowledge of the footwear industry, combined with his creativity, energy and management skills, should significantly aid the company in attaining its goals.”

Before joining Reebok, Goldston was president of Faberge USA Inc. The cosmetics and personal-care-products company’s sales increased about 50% during his tenure. At Faberge, Goldston oversaw the creation of the Power Stick line of deodorants and antiperspirants.

Goldston sits on the boards of Revell/Monogram Inc., ABCO Markets and Collection Clothing Corp.

His book, “The Turnaround Prescription,” which details how to change a company’s marketing strategy, is expected to be published early next year.

Bio: Mark R. Goldston

Newly named president and chief executive at L.A. Gear Inc.

Age: 36

Education: Received BA and BS degrees in marketing and finance at Ohio State University; MBA from the J. L. Kellogg Graduate School of Management Business at Northwestern University.

Family: Married, with twin 4-year-old boys.

Resume: Principal partner, Odyssey Partners, a leveraged buyout and investment firm; senior vice president and chief marketing officer of Reebok International Ltd., a sneaker maker; president, Faberge USA Inc., a cosmetics company.

Business philosophy: “I believe L.A. Gear represents one of the true power marketing trademarks in the world today, and I’m excited about the chance to work on further developing the brand around the world.”

Quote: “I look forward to rolling up my sleeves and hitting the ground running.”