Secaucus-based The Vitamin Shoppe on Wednesday said it named Mike Forbes as executive vice president and chief strategy officer. He will report to CEO Sharon Leite.
In his newly created role, Forbes will be charged with focusing on digital acceleration, innovation and organizational transformation. His 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,” Leite said. “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 served as co-CEO of MaryRuth Organics, where he led the fast-growing vitamin and supplements company to record revenue and profitability. Prior to that he was CEO of Alter Eco Foods and 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.
Earlier in his career, Forbes was instrumental 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 vice president 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,” Forbes said. “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.”
In May 2025, The Vitamin Shoppe was acquired by Kingswood Capital Management and Performance Investment Partners. As part of the transaction, Leite rejoined the company as CEO, having previously led the business from 2018 to 2023. The new ownership group has committed significant resources to advancing The Vitamin Shoppe’s digital capabilities, expanding the reach of its private brand portfolio, and accelerating performance marketing efforts to support both its e-commerce platform and nationwide network of over 640 retail locations.
