• by Tanya Gazdik , 3 hours ago

The Vitamin Shoppe has selected Kimberley Gardiner as its chief marketing and growth officer.

Gardiner will report directly to CEO Sharon Leite and join the company’s executive leadership team.

“I’ve been interested in health and wellness from a pretty young age,” Gardiner tells Marketing Daily, adding that her mom influenced her awareness of the importance of self c-are.

Gardiner will oversee brand strategy and creative, performance marketing, ecommerce, CRM and personalization, loyalty, corporate communications and public relations. 

“I’m excited to stay in retail,” Gardiner says. “I love being able to help shape the customer experience, and as someone who enjoys change, the fast pace of retail is super motivating. Most of all, I’m excited to join a brand that supports people on their health and wellness journeys.”

Gardiner will focus on using customer insights and data to strengthen brand relevance, accelerate acquisition and loyalty, and create a more personalized experience across stores and digital channels. She will also work closely with the merchandising organization and brand partners to elevate product storytelling and bring emerging wellness trends and innovation to life for customers, according to the company.

“Kimberley is an exceptional marketing leader with a proven ability to reinvent established brands and turn customer insights into measurable growth,” said Leite, in a release. “As The Vitamin Shoppe prepares to celebrate its 50th anniversary next year, we have an opportunity to build on decades of customer trust and loyalty while reimagining how we engage with the modern wellness consumer. Kimberley brings the experience and vision to help us reach new audiences and create more personalized experiences across every touchpoint.”

Gardiner joins The Vitamin Shoppe from Tractor Supply Company, where she served as CMO since 2022, leading strategic marketing across national, regional, and local initiatives for more than 2,400 Tractor Supply stores. 

Prior to Tractor Supply, Gardiner served as CMO at Volkswagen of America, where she led brand strategy, retail content, media planning, dealer marketing operations, and consumer experience marketing. 

She previously held senior marketing leadership positions at Mitsubishi Motors North America, Kia Motors America and 5th Kind. Earlier in her career, Gardiner spent 15 years at Toyota Motor Sales, USA in roles of increasing responsibility.