Vitamin Shoppe Strengthens Digital Marketing Leadership

Vitamin Shoppe enhances digital marketing potential through two new leadership roles to support expansion and customer involvement.

The Vitamin Shoppe has filled its top management with two important positions to enhance its growth and increase its online presence. Monika Grabania has also become the Vice President of Digital Marketing, and Erica Evans has become the Vice President of Bearing Inventory Planning.

The new hires forming the titles of the additions, according to CEO Sharon Leite, signal a new move in the transformation strategy of the retailer, stating that it has vast experience with various global brands. She presented her observation that their leadership will make the customer experience more refined, digital marketing execution more focused and operational excellence more elevated.

Grabania will also manage digital marketing organization in the company with initiatives in growth marketing, CRM, loyalty programs, and data-driven customer journeys. With over 20 years of experience in beauty, retail, and media, she has led digital change and e-commerce initiatives at Flora Food Group North America, significantly increasing digital marketplace sales.

When Evans comes to it, he/she will handle enterprise-wide inventory planning and forecasting to optimize products and channels. She has played roles in merchandising, subscription, marketplaces, and brick-and-mortar businesses and worked as a past leader at GNC and Praia Beauty Group.

Both leaders are coming at a time when The Vitamin Shoppe is urging towards a greater digital marketing penetration and more responsive operation models to serve its omni-channel expansion. The company is still investing in data, AI, and machine-learning tools to strengthen long-term retail strategy and interaction with customers.