BERTRAM C. SHLENSKY, Ph.D.

, MBA
67 Rolling Way * New Rochelle, NY 10804 * H. (914) 576-1763 * Cell: (917) 847-52
51 * bs4e67ec@westpost.net

CHIEF OPERATING OFFICER / CEO

Turnarounds / Startups / High Growth
Top performing, hands-on executive. Proven record of orchestrating corporate and
multi-division turnarounds. Provide innovation, cross-functional leadership, en
trepreneurial zeal, and entrepreneurial expertise in driving top and bottom line
growth in challenging environments. Expert in identifying and resolving complex
marketing, Internet , manufacturing, and distribution issues impacting corporat
e expansion and profitability.
Executive Management Restructurings
E-Commerce
Strategic & Business Planning Acquisitions & Divestitures
Marketing / Direct Marketing

PROFESSIONAL EXPERIENCE
Stretch and Cover Inc. New York, NY - President
2009-2010
President of an Internet based consumer products company resulting from a ventu
re capital company acquisition of Stretch and Cover that had lost 50 % of its sa
les in the prior 6 months period. I was responsible for balancing immediate cris
es issues, building a strategy and developing programs and resources to execute
that strategy.
* Spearheaded branding and positioning efforts impacting corporate, web, affilia
te and PR initiatives. Integrated changing 20 % of the product, moving producti
on to china, developing branding campaign, establishing a virtual organization a
nd developing marketing program to support our strategy...
* Results after 6 months included 26 % sales increase, 20 % cost reduction in mo
ving production from Uruguay to China, 95 % shipping in 3 days compared to 40 %
at the time of purchase and a reduction of 60 % of slow selling skus.
* Launched a new product effort that accounts for 20 % of our sales and helped i
ncrease our average order 15 % with better products.
* Managed development of a new web site that simplified navigation, demonstrated
our new image, and improved our conversion rates.
* Developed programs to add products to our site and sell our products on other
sites with resources like Linkshare, Momeni Rugs, JC Penney, Overstock and CSN S
tores.
STARTUP DIRECT MARKETING ENTREPRENEUR 2004 - 2009
Integrated China sourcing, simplified infrastructure, direct marketing, and VC
partner's resources to develop new businesses with minimal risk, rapid execution
, low investment and high return.
* Product President, Backdrops Upholstered Headboards, New York, New York- Devel
oped and implemented product, marketing plan, merchandising sourcing and sales p
lan for revolutionary inflatable headboard. Developed sales, programs with Bed
Bath Beyond, Target.com, K-Mart.com and other internet retailers, developed and
launched entire program in 6 months.
* President, The Sofa Collection, Spearheaded and orchestrated startup direct ma
rketing Furniture Company with innovative slip covered sofas. Combine importing
from China, internet marketing, and inventory flexibility to provide better styl
ing and value for the consumer.
* Direct all product, marketing, sales and sourcing in the development of a $15
million annualized slipcover business for Maytex Mills.

SURE FIT INC., New York, NY 1990 - 2004

$150M Slipcover Marketer with Retail, and Direct Distribution (Catalog & Interne
t)
Chief Executive Officer/President - Originally recruited by Bear Sterns in 1990
to become president of a failed leveraged buyout of a family-owned enterprise t
hat went from a $5 million annual profit pre buyout, to $3 million loss within s
ix months. Grew Sure Fit from $50 to $150 million in five years and generated $
12 million in annual operating profits.
* Secured 85% market share by reinventing the Sure Fit Slipcover business; foc
used growth strategies on new product development, packaging, quick response del
ivery, and marketing.
* Revitalized operations by shifting 80% of production offshore, with over $8 m
illion of potential annual savings.
* Spearheaded industry marketing innovation with an $18 million national adver
tising campaign.

* Expanded channel distribution; pioneered catalog and internet direct sa

les businesses which grew from $0 to $60 million annually in five years.
WESTPOINT- PEPPERELL, INC. New York, NY 1985 - 1990
$2 billion Multi-Division Manufacturer
President, Cluett Shirt Group (1988-1990) - Charged with halting extensive mana
gement turnover and reversing declining profits in the Arrow Shirts, Colours by
Alexander Julian, Burberrys, and two private label divisions. Oversaw 9 plants w
ith 5,000 employees, and office in China (100+ employees) servicing 5 divisions.
Achieved $400 million total sales. Positioned company for sale to Biderman Indu
stries in 1990 for nearly double what WestPoint paid for it.
* Restructured businesses in a declining dress shirt market and added new 100%
cotton dress shirt and sportswear products that generated $20 million in increme
ntal sales and $3 million in profit.
* Consolidated operations and increased foreign sourcing, generating $3 million
in savings annually.
* Developed and implemented operations improvements that raised quality rating
s 15%, increased productivity to provide $200,000 - $400,000 monthly in addition
al manufacturing variances, improved on-time deliveries from 80 to 95%, reduced
SKUS and inventory 20%, and implemented EDI programs with a majority of customer
s.
President, Apparel Fabrics Division (1985-1988) - Recruited to develop and exec
ute aggressive strategy to affect rapid turnaround of $250 million textile opera
tion suffering two consecutive years of declining sales and $17 million average
loss for two consecutive years .
* Consolidated 10 operating units into 2, achieving dominant market positions
* Turned $17 million loss into $30 million in profits and generated over $100M i
n cash.
* Developed supply chain partnership planning and design programs that resulte
d in significant new products and reduced lead times for leading apparel compani
es, including Guess, Wrangler, Garan, Izod Kids, and Wal-mart.
US INDUSTRIES, New York, NY 1976 - 1985
$ 1 Billion Conglomerate of over 100 divisions in 5 diverse business segments
President, Talbott Knitting & Givenchy Sport (1982 - 1985) - Challenged with br
inging stability to a key division that had burned through four presidents in fi
ve years, cutting costs, reducing investment, and improving profitability.
 * Eliminated unprofitable contract manufacturing and stopped 4 year trend of 1
0% sales decline. Reduced manufacturing costs by $ 3 million dollars through imp
roved planning, larger production runs and reducing SKU's
* Initiated and developed profitable outlet store business that grew to $10 mi
llion and generated incremental $2 million in profits
* Turned $2 million in operating losses into $3 million of profit in 2 years
Vice President, U.S.I. Consumer & Apparel Group (1978 - 1982) - Charged with t
urning around underperforming 13-division, $300 million Apparel and Consumer Gro
up through strategic planning, capital appropriations, and internal consulting.
* Divested underperforming divisions and developed investment plans for high g
rowth potential units, including an artificial flower company that needed to ser
vice Wal-Mart during its early growth spurt from 50 to 250 stores.
* Increased ROI from 2% to 20% groupwide.
Director, Corporate Marketing (1976 - 1978) - Internal consulting role focuse
d on strategic planning, market analysis
and evaluating strategic alternatives across all divisions. Major accomplishm
ents included repositioning Ruffies Plastic Trash Bag Company to sell better ret
ailers like Target and developing a capital and marketing plan for an energy equ
ipment company that allowed it to reach its potential in the rapidly growing and
highly profitable oil drilling industry.

HADLEY C. FORD & ASSOCIATES, New York, NY 1974 - 1976

Management Consulting Firm
Director / Senior Consultant
* U.S. Industries - Developed strategic assessments of several divisions to re
align marketing strategic and financial structure. Key results included increasi
ng investment in the energy equipment and construction sectors.
* Heinz USA - Developed a reorganization plan which incorporated cost reduct
ions and organizational restructuring to focus on product development and market
ing vs. manufacturing and sales.
EDUCATION
Massachusetts Institute of Technology, Sloan School of Management, Cambridge, M
A
Ph.D., Concentration in Labor Economics and Organizational Psychology
Massachusetts Institute of Technology, Sloan School of Management, Cambridge, M
A
Master of Business Administration
Roosevelt University, Walter E. Heller College of Business Administration, Chic
ago, IL
Bachelor of Sciences in Economics, Member: Beta Gamma Sigma Honor Society
HONORS AND AWARDS (partial listing)
Ernst & Young, Entrepreneur of the Year Award, Central and Eastern Pennsylvania
, 2003
DSN Retailing Today, Silver SPARC Award, 2004
EBAY, Best New Merchant Award, November 2003
Catalog Age, Silver Award Winner, 2002 & 2003
ADDITIONAL INFORMATION
LEHIGH UNIVERSITY, COLLEGE OF BUSINESS AND ECONOMICS, Bethlehem, PA,
vSeries Professor, 2001- 2004
HOME FASHION PRODUCTS ASSOCIATION (HFPA), New York, NY
Board Member, 2003-2004