Power Digital Appoints Charlie Chappell as President of CPG Division to Lead Vertical Growth Strategy

Chappell brings 25 years of brand-side experience at The Hershey Company and Procter & Gamble, deepening Power Digital's CPG specialization as the firm expands its vertical division model

SAN DIEGO--(BUSINESS WIRE)--Power Digital, a leading tech-enabled growth marketing firm, today announced the appointment of Charlie Chappell as President of its Consumer Packaged Goods (CPG) Division. The hire marks the latest expansion of Power Digital's vertical division model, which pairs deep category specialization with enterprise-scale intelligence to drive measurable growth across industries.

Chappell joins Power Digital following a 25-year career building sustainable growth for leading consumer brands through strategy, media transformation, innovation and commercial execution. Most recently, he served as Vice President of Innovation and Global Research & Development at The Hershey Company where he transformed innovation into the company’s second-largest driver of growth, restored category innovation leadership, and led the launch of record-breaking product platforms. Earlier, he led Hershey’s media transformation, doubling revenue attributable to media and delivering category-leading marketing ROI while positioning the company at the forefront of data-driven, digital-first growth. His foundation was built during 12 years at Procter & Gamble, where he developed deep expertise in brand building and commercial leadership across more than 30 global markets.

In this role, Chappell will shape how Power Digital partners with CPG brands at the highest level, ensuring Power Digital delivers not only marketing excellence to its client, but also serves as a true business operating partner that drives lasting growth.

The CPG industry is navigating one of its most complex periods in recent history. Fragmented retail environments have made measurement increasingly challenging, rising customer acquisition costs are squeezing growth models that worked just a few years ago, and brands are under pressure to prove the return on every dollar spent. Chappell's appointment reflects Power Digital's conviction that brands need a true end-to-end commerce strategy to succeed in this environment.

"CPG brands want two things from a growth partner: practitioners who understand the levers that actually move the business, and a team that has lived inside the category," said Jeff Mason, CEO of Power Digital. "Charlie has sat in the seat our clients sit in. He has built innovation engines, managed hundreds of millions in media, and driven measurable growth at the highest level of the industry. That perspective is exactly what our CPG division needs to reach the next level."

“Most agencies are built to execute. Power Digital is built to grow businesses. That distinction matters enormously in CPG, where the complexity of the category demands a partner that thinks like an operator, not just a marketer,” said Chappell. “Over the past 25 years, I’ve learned that sustainable growth rarely comes from optimizing one function in isolation. It comes from connecting brand, creative, media, commerce, innovation, and data around the outcomes that matter most to the business. That’s what drew me to Power Digital and the opportunity to help more brands unlock their next stage of growth.”

"Charlie brings something that is genuinely rare in this industry: the ability to understand a brand's business from the inside and translate that into a growth strategy," said Samantha Kress, Chief Client Officer at Power Digital. "His depth of knowledge in the CPG space as well as his brand side experience will be a value driver for how we deliver for our clients and allow us to level up our consultative skills within the team to drive better client business growth."

The appointment builds on Power Digital's broader vertical division strategy, which structured the firm around specialized industry teams to deliver deeper expertise and more measurable outcomes for clients. Earlier this year, Power Digital established a dedicated Healthcare division through the acquisition of Cardinal Digital Marketing, reinforcing the firm's commitment to category-focused growth at scale. The CPG division extends that model into one of the largest and most competitive consumer categories in the world.

To learn more, visit www.PowerDigitalMarketing.com.

About Power Digital Marketing

Power Digital is a tech-enabled growth firm at the intersection of marketing, consulting and data intelligence, igniting revenue and brand recognition for leading and emerging companies around the world. At the heart of Power Digital is proprietary technology, nova, which analyzes businesses through first-party data, simplifying investment planning for marketing and diligence in M&A, putting marketers in a strategic seat at the table and providing value in unparalleled ways. Managing billions in media, Power Digital's dynamic team of consultative marketers, creatives, analysts and technologists challenge traditional ways of planning, execution and measurement through meticulous testing and data science across each milestone of the customer journey. Discover more at www.PowerDigitalMarketing.com.