The Vitamin Shoppe Elevates Leadership with Key Executive Appointments to Drive Digital Growth and Operational Excellence
The Vitamin Shoppe®, recognized as a leading omni-channel specialty retailer in the nutritional products industry, is embarking on a transformative period with significant changes in its leadership team. On December 1, 2025, the company revealed the appointments of Monika Grabania and Erica Evans, who will play pivotal roles in shaping the future strategy and operations of the company. These moves are part of The Vitamin Shoppe’s broader initiative to bolster its growth trajectory and enhance overall efficiency in its digital and operational frameworks.
Monika Grabania has been appointed as Vice President of Digital Marketing, while Erica Evans takes on the role of Vice President of Inventory Planning. Under the leadership of CEO Sharon Leite, both of these executives are expected to harness their extensive experience to elevate the brand’s performance and customer engagement.
Grabania, who possesses over 20 years of experience in global beauty and retail, will focus on leading The Vitamin Shoppe's digital marketing efforts. Her responsibilities include enhancing customer engagement, overseeing loyalty programs, and developing data-driven strategies that support the digital customer experience.
Previously, Grabania held key positions in renowned organizations such as Flora Food Group North America, where she drove a 13-fold increase in e-commerce sales in less than four years. Her remarkable background also includes roles at L'Oréal USA and AE Television Networks, making her one of the industry’s notable players in digital marketing transformation.
In her own words, Grabania expressed excitement about joining The Vitamin Shoppe at this critical juncture, emphasizing the opportunity to forge meaningful, data-driven connections with customers and to lead a new wave of digital innovation.
On the other hand, Erica Evans brings her rich experience in merchandising and inventory management, particularly in direct-to-consumer and subscription models. She will spearhead inventory planning and allocation to ensure optimal product availability and efficiency across all channels. Prior to her role at The Vitamin Shoppe, Evans contributed significantly as Vice President of Merchandise Planning at GNC.
Evans articulated her enthusiasm about being part of a mission-driven brand like The Vitamin Shoppe, emphasizing the need to leverage AI and machine learning for better inventory forecasting and efficiency, crucial for both retail and digital growth.
These appointments are part of a larger strategic vision at The Vitamin Shoppe, which aims to create a high-performance culture aligned with bold growth ambitions. In the past few months, the company has made several high-impact appointments, including Mike Forbes as Executive Vice President and Chief Strategy Officer, and Kate Vukelich as Executive Vice President and Chief People Officer, showcasing a concerted effort to enhance strategic leadership across various functions.
As the company continues to innovate in the wellness sector, it seeks to not only meet but transcend the evolving expectations of its customers. The additions of Grabania and Evans signal The Vitamin Shoppe’s commitment to excellence in operational capabilities and digital engagement as it navigates the future of retail.
Built on the motto, “Lifelong Wellness Starts Here,” The Vitamin Shoppe remains a trusted name in wellness and nutrition. Operating from its headquarters in Secaucus, New Jersey, the retailer boasts a wide range of products, from vitamins and minerals to specialty supplements and organic products. The company operates over 640 retail stores in the United States and engages with customers through multiple channels, catering to health and wellness seekers around the globe.
The Vitamin Shoppe continues to inspire confidence among its customers by providing high-quality products and expert guidance to support their journeys toward lifelong wellness. As it moves forward, the company is well-positioned to redefine its business while meeting new market challenges and customer preferences with the guidance of its newly strengthened leadership team.
Key Appointments: Driving Change
Monika Grabania has been appointed as Vice President of Digital Marketing, while Erica Evans takes on the role of Vice President of Inventory Planning. Under the leadership of CEO Sharon Leite, both of these executives are expected to harness their extensive experience to elevate the brand’s performance and customer engagement.
Grabania, who possesses over 20 years of experience in global beauty and retail, will focus on leading The Vitamin Shoppe's digital marketing efforts. Her responsibilities include enhancing customer engagement, overseeing loyalty programs, and developing data-driven strategies that support the digital customer experience.
Previously, Grabania held key positions in renowned organizations such as Flora Food Group North America, where she drove a 13-fold increase in e-commerce sales in less than four years. Her remarkable background also includes roles at L'Oréal USA and AE Television Networks, making her one of the industry’s notable players in digital marketing transformation.
In her own words, Grabania expressed excitement about joining The Vitamin Shoppe at this critical juncture, emphasizing the opportunity to forge meaningful, data-driven connections with customers and to lead a new wave of digital innovation.
On the other hand, Erica Evans brings her rich experience in merchandising and inventory management, particularly in direct-to-consumer and subscription models. She will spearhead inventory planning and allocation to ensure optimal product availability and efficiency across all channels. Prior to her role at The Vitamin Shoppe, Evans contributed significantly as Vice President of Merchandise Planning at GNC.
Evans articulated her enthusiasm about being part of a mission-driven brand like The Vitamin Shoppe, emphasizing the need to leverage AI and machine learning for better inventory forecasting and efficiency, crucial for both retail and digital growth.
Supporting a Growth-Focused Culture
These appointments are part of a larger strategic vision at The Vitamin Shoppe, which aims to create a high-performance culture aligned with bold growth ambitions. In the past few months, the company has made several high-impact appointments, including Mike Forbes as Executive Vice President and Chief Strategy Officer, and Kate Vukelich as Executive Vice President and Chief People Officer, showcasing a concerted effort to enhance strategic leadership across various functions.
As the company continues to innovate in the wellness sector, it seeks to not only meet but transcend the evolving expectations of its customers. The additions of Grabania and Evans signal The Vitamin Shoppe’s commitment to excellence in operational capabilities and digital engagement as it navigates the future of retail.
About The Vitamin Shoppe
Built on the motto, “Lifelong Wellness Starts Here,” The Vitamin Shoppe remains a trusted name in wellness and nutrition. Operating from its headquarters in Secaucus, New Jersey, the retailer boasts a wide range of products, from vitamins and minerals to specialty supplements and organic products. The company operates over 640 retail stores in the United States and engages with customers through multiple channels, catering to health and wellness seekers around the globe.
The Vitamin Shoppe continues to inspire confidence among its customers by providing high-quality products and expert guidance to support their journeys toward lifelong wellness. As it moves forward, the company is well-positioned to redefine its business while meeting new market challenges and customer preferences with the guidance of its newly strengthened leadership team.
Topics Consumer Products & Retail）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.