Omnichannel
Vitamin Shoppe taps Mike Forbes as EVP, chief strategy officer
September 19, 2025
The Vitamin Shoppe has appointed Mike Forbes as executive vice president and chief strategy officer.
In his role he will lead enterprise-wide strategy and long-term growth planning, with a focus on digital acceleration, innovation and organizational transformation, according to a press release.
Reporting to CEO Sharon Leite, his responsibilities encompass digital commerce, performance marketing, customer loyalty, new business development and strategic partnerships, including mergers and acquisitions.
Forbes brings more than 20 years of leadership experience in the retail and consumer packaged goods sectors, including CEO roles at high-growth, mission-driven companies, such as MaryRuth Organics and Alter Eco Foods.
"I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe," Leite said in the release. "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."
Forbes has also served as CEO of Safely, the eco-conscious cleaning brand founded by Kris Jenner and Emma Grede.
"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," Forbes said in the release. "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."
