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Vitamin Shoppe names VP corporate brands


Joe Weiss is the VP corporate brands for The Vitamin Shoppe. In this capacity, he is responsible for sourcing, innovation and branding strategy for all Vitamin Shoppe private-label brands. Weiss joined the company in 2009.

Prior to joining The Vitamin Shoppe, Weiss was senior VP merchandising at GNC, where he had overall responsibility for all product categories including all proprietary products. During his tenure at GNC he also held the positions of VP weight management and brand manager. Weiss began his career at GNC in 1992 as a sales manager. Prior to re-joining GNC in 2003, Weiss was a brand manager at Cognis, where he specialized in business development and key account management in the raw materials industry. After Cognis, he rejoined GNC as VP vitamins and herbs and assumed positions of increasing responsibility and leadership within the company.

Weiss holds a B.S. in Economics from the Pennsylvania State University, and an MBA in Marketing from the University of Pittsburgh – Joseph M. Katz Graduate School of Business.

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