# Joe VanDette

> Joe VanDette is National Vision's Chief Brand and Marketing Officer, responsible for go-to-market brand strategy, CRM, advertising and media, digital marketing, e-commerce, research and consumer insights. A Penn State graduate with more than two decades in retail, he built his career across Toys "R" Us and Smart & Final before joining National Vision in April 2022. His recent work includes leading the 2025 National Vision identity refresh and the repositioning of America's Best around the campaign "Every Eye Deserves Better," while connecting customer research, CRM and digital experiences to the company's wider transformation.

- **Role:** Chief Brand and Marketing Officer at National Vision Inc.
- **Organizations:** National Vision Inc., Smart & Final, Toys "R" Us, Pennsylvania State University
- **Education:** B.S. in Management Science and Information Systems, Pennsylvania State University
- **Known for:** Built more than 20 years of leadership experience across retail marketing, strategy, analytics and digital commerce., Led business transformation and customer engagement work at Smart & Final, using data-driven strategies to grow brand awareness and e-commerce., Led National Vision's 2025 corporate identity refresh with VML.

## Career timeline

- **2005-2014** — Held management roles in marketing, strategy and consumer analytics at Toys "R" Us.
- **2014-2018** — Served as Vice President of CRM, Analytics and Digital at Smart & Final.
- **2018-2022** — Served as Chief Marketing and Digital Officer at Smart & Final, leading customer engagement and digital transformation work.
- **2022** — Joined National Vision in April as Senior Vice President and Chief Marketing Officer.
- **2025** — Named Chief Brand and Marketing Officer as National Vision expanded executive responsibilities around its transformation.
- **2025** — Led the National Vision corporate rebrand and the America's Best brand repositioning and "Every Eye Deserves Better" campaign.

## Achievements

- Built more than 20 years of leadership experience across retail marketing, strategy, analytics and digital commerce.
- Led business transformation and customer engagement work at Smart & Final, using data-driven strategies to grow brand awareness and e-commerce.
- Led National Vision's 2025 corporate identity refresh with VML.
- Led the 2025 America's Best brand redesign and repositioning around "Every Eye Deserves Better."
- Helped launch a new CRM system and initial targeted customer journeys at National Vision in 2025.
- Was listed as a nominee for the 2025 GeorgiaCIO/GeorgiaCMO ORBIE Awards.

## Latest updates

- **2025-11** — Presented National Vision's customer and brand transformation at the company's Investor Day, detailing its new CRM, brand refreshes and targeted customer strategy.
- **2025-10** — Was named among the nominees in the 2025 GeorgiaCMO ORBIE Awards advertising supplement.
- **2025-08** — Publicly credited his team and VML for National Vision's redesigned corporate identity.
- **2025-01** — Was named Chief Brand and Marketing Officer as part of National Vision's expanded executive leadership roles.

## Links

- Website: https://www.nationalvision.com/company/corporate-leadership/joe-vandette/
- LinkedIn: https://www.linkedin.com/in/jvandette

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Profile page: https://yespress.io/joe-vandette
Published by YesPress — https://yespress.io
Last updated: 2026-08-11