The Vitamin Shoppe Names Chief Strategy Officer
The Vitamin Shoppe has named Mike Forbes as executive vice president and chief strategy officer, a new position within the company. Forbes started on Aug. 5.
He will lead the company's enterprise-wide strategy and long-term growth planning, with a focus on digital acceleration, innovation and organizational transformation. Reporting directly to CEO Sharon Leite, his responsibilities encompass digital commerce, performance marketing, customer loyalty, new business development and strategic partnerships, including mergers and acquisitions.
He has more than 20 years of leadership experience in the retail and consumer packaged goods sectors, including CEO roles at MaryRuth Organics, Alter Eco Foods and Safely.
"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."
Most recently, Forbes was the co-CEO of MaryRuth Organics, where he led the fast-growing vitamin and supplements company to record revenue and profitability. Previously, as CEO of Alter Eco Foods, he revitalized the organic chocolate company's operations and brand, earning industry accolades including "Game Changer" by Food & Wine magazine and "Best and Brightest Places to Work" in San Francisco. He also served as CEO of Safely, the eco-conscious cleaning brand founded by Kris Jenner and Emma Grede, where he scaled digital marketing and achieved key sustainability certifications.
"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."
