The Vitamin Shoppe names its first chief strategy officer
A CPG veteran is joining The Vitamin Shoppe’s C-suite through a newly-created position.
Mike Forbes has joined the supplement and vitamin retail as executive VP and chief strategy officer. In the new role, he will lead enterprise-wide strategy and long-term growth planning, with a focus on digital acceleration, innovation, and organizational transformation.
Most recently, Forbes served as co-CEO of MaryRuth Organics, where he led the vitamin and supplements company to record growth. Prior to that, he served as CEO of Alter Eco Foods, an organic chocolate company, as well as Safely, the eco-conscious cleaning brand founded by Kris Jenner and Emma Grede, where he scaled digital marketing and achieved key sustainability certifications.
Reporting directly to CEO Sharon Leite, who recently rejoined the company after its private equity acquisition, Forbes’ responsibilities encompass digital commerce, performance marketing, customer loyalty, new business development and strategic partnerships, including mergers and acquisitions.
"I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe," said Leite. "The creation of the chief strategy officer role reflects our commitment to maximizing innovation and unlocking new avenues of growth across digital, retail and strategic partnerships. Mike's deep experience with consumer brands and retail will be invaluable as we chart the next chapter for The Vitamin Shoppe and our customers."
Earlier in his career, Forbes was key in growing California Olive Ranch from a startup into one of the top-selling olive oil brands in the U.S., ultimately rising to executive VP and general manager. He began his professional journey at McKinsey, advising leading consumer and retail companies, and held brand leadership roles at Jim Beam, Procter & Gamble and General Mills.
"I've long admired The Vitamin Shoppe's leadership in the health and wellness space, and I'm honored to join this talented team at such a significant moment in the company's growth," said Forbes. "I'm excited to bring my passion for digital innovation and customer-centric strategy to help drive the next chapter of expansion. Having personally experienced the transformative power of nutrition and a wellness-focused lifestyle, I'm deeply motivated to help deliver that same impact to even more customers and communities."
[READ MORE: The Vitamin Shoppe to be acquired by private equity]
Headquartered in Secaucus, N.J., The Vitamin Shoppe operates more than 640 stores nationwide under its The Vitamin Shoppe and Super Supplements banners. Earlier this year, the company was acquired by Kingswood Capital Management and Performance Investment Partners. Bloomberg Law put the cost of the deal at $193.5 million.
