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title: "Charlie Chappell - Power Digital Marketing | LinkedIn"
url: https://stacklist.com/card/d051ebb7-c737-4810-89f4-ad844c1d0070
source_url: "https://www.linkedin.com/in/charliechappell"
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summary: "Charlie Chappell is a marketing professional at Power Digital Marketing with 9K followers and 500+ connections, based in Hershey, Pennsylvania. He specializes in omnichannel measurement and CPG marketing, recently speaking at eTail Boston about retail growth strategies and marketing attribution challenges."
tags: "linkedin-profile, marketing, cpg, omnichannel, retail, career"
key_entities: "Charlie Chappell (person), Ben Dutter (person), Power Digital Marketing (organization), Northwestern University - Kellogg School of Management (organization), Hershey (organization), P&G (organization), eTail Boston (event), Hershey, Pennsylvania, United States (location), omnichannel-measurement (concept), customer-attribution (concept)"
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# Charlie Chappell - Power Digital Marketing | LinkedIn

Sign in to view Charlie’s full profile Charlie can introduce you to 10+ people at Power Digital Marketing Email or phone Password Show Forgot password? Sign in Sign in with Email or New to LinkedIn? Join now By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement , Privacy Policy , and Cookie Policy . Charlie Chappell Sign in to view Charlie’s full profile Charlie can introduce you to 10+ people at Power Digital Marketing Email or phone Password Show Forgot password? Sign in Sign in with Email or New to LinkedIn? Join now By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement , Privacy Policy , and Cookie Policy . Hershey, Pennsylvania, United States Contact Info Sign in to view Charlie’s full profile Charlie can introduce you to 10+ people at Power Digital Marketing Email or phone Password Show Forgot password? Sign in Sign in with Email or New to LinkedIn? Join now By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement , Privacy Policy , and Cookie Policy . 9K followers 500+ connections See your mutual connections View mutual connections with Charlie Charlie can introduce you to 10+ people at Power Digital Marketing Email or phone Password Show Forgot password? Sign in Sign in with Email or New to LinkedIn? Join now By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement , Privacy Policy , and Cookie Policy . Join to view profile Message Sign in to view Charlie’s full profile Charlie can introduce you to 10+ people at Power Digital Marketing Email or phone Password Show Forgot password? Sign in Sign in with Email or New to LinkedIn? Join now By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement , Privacy Policy , and Cookie Policy . Power Digital Marketing Northwestern University - Kellogg School of Management Report this profile About Throughout my career, I’ve been energized by one question: Where does the next… see more Welcome back Email or phone Password Show Forgot password? Sign in or By clicking Continue to join or sign in, you agree to LinkedIn’s User Agreement , Privacy Policy , and Cookie Policy . New to LinkedIn? Join now Activity 9K followers Posts Comments Reactions No more previous content Charlie Chappell Charlie Chappell 3w Report this post Charlie Chappell shared this Job Alert! My team at Power Digital is growing as our business is growing. Looking for a Group Director with CPG experience to report to me. Hybrid role. Please apply through the link. https://lnkd.in/e8DUazck Group Director, CPG Group Director, CPG 87 7 Comments Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 1mo Report this post Charlie Chappell shared this Looking forward to attending eTail Boston next week to partner with Ben Dutter on this important topic. Be sure to stop by and check this out if you are there. • Where: eTail East • When: August 11, 3pm ET Ben Dutter Ben Dutter 1mo Charlie Chappell shared this Omnichannel measurement is one of the biggest challenges in marketing today. It's something that hundreds of retail brands have asked me about: • How do they structure their marketing program • What can they expect in terms of halo effect • What is cannibalization vs synergistic growth And most importantly, where should they put their next dollar in order to achieve their business goals. The universe of retail, CPG, and brick and mortar is vast, opaque, and complex. Deterministic tracking and customer-level attribution have been attempted (and failed) for decades. To help discuss ACTUAL practical advice, and what has worked in his 30+ year career, I'm doing a fireside chat with Charlie Chappell (former Hershey, P&G) all about growth, media, and measurement. And we'll be doing it at eTail™ Boston next week! • Where: eTail East • When: August 11, 3pm ET Come listen to us nerd out about what it actually takes to grow a brand in the modern omnichannel landscape. public_profile__posts 9 2 Comments Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 1mo Report this post Charlie Chappell shared this I love how the fundamentals of marketing keep showing up in today’s world. I got to run sampling programs back in the pre digital days and brands were making the same mistake then not counting the total costs of the program. While TiKToK shop is an entirely different animal you still don’t want to burn cash on a negative ROI even if the vanity metrics look strong. Sophia Talese Sophia Talese 1mo Charlie Chappell shared this Hot take: winning on TikTok Shop isn't about sending the most samples, it's about setting the program up to actually be profitable. I have audited hundreds of TikTok Shops and I see it constantly. GMV looks healthy but then you breakdown the P&L and they are losing money every month. While the incremental lift / halo effect is undeniable, you can still run a profitable program in platform. The default playbook is "send more samples, get more posts, watch GMV climb." Which in theory works, but only if you have a sound foundation and healthy product strategy. At Power Digital we start with the basics first: - COGS: What does the product cost? Can their margins handle the fees associated with the platform? - Assortment: not every SKU belongs on TikTok Shop. Some just can't survive the margin hit. - Hero Products: Can we identify 1-3 products that actually have the margin and the story to scale? Do we have different acquisition products vs retention products? - Commission Rates: Based on product margins breakdowns & industry benchmarks, how much can we offer? What is our base and what is our ceiling? Then we build a real P&L that breaks down all of the costs: product cost, commission, creator payouts, samples, content, platform fees, ad spend, etc. TikTok Shop is expensive but brands can be profitable if they are setup for success from the beginning. Build the foundation first, then scale after. 5 2 Comments Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 1mo Report this post Charlie Chappell shared this More on the idea that AI is your operating system not a part of your tool set. Jeff Mason Jeff Mason 1mo Charlie Chappell shared this What does the agency of the future actually look like? I have debated this countless times with contemporaries, partners, clients and industry leaders. This curve is how I've been answering it. There are four stages. Traditional agencies still running manual workflows. AI-curious shops experimenting at the edges, a few people using frontier models for drafts while client work gets delivered the same way it always has. AI-assisted teams that have embedded AI into the daily workflow, moving faster but still very "tool" centric. Then there's the fourth stage. AI-native. The operating model is built around AI from the ground up, where the work gets orchestrated through an agentic ecosystem and people direct it. When work moves out of sheets, decks, reports and dashboards and into a single unified operating system, that's the signal you're moving up the curve. I think most of the category is sitting in stage two right now. The mistake many leaders are making is believing that buying more tools moves them up the curve. We learned that the hard way. Moving from curious to assisted is the right move, but the jump to native requires building. The stage isn't defined by which AI tools you use. It's defined by what your operating model is built around. That's a much harder problem. Power Digital is approaching that fourth stage now. This week we announced Power Digital as an AI-native growth firm, with Omega, our AI operating system, at the center of how we work. It took 3+ years, a decade of performance data, and rebuilding how we operate from the ground up. We haven't nailed it yet. Nobody has. But this is the curve we're betting on, and we're building our way up. public_profile__posts 4 Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 1mo Report this post Charlie Chappell shared this I'm just over 30 days into my new role and folks have been asking me why I made my career pivot to Power Digital Marketing . When Jeff Mason shared his vision for PDM to become an AI native growth firm I immediately saw the potential. • Structured data and a tech stack already in place • Analytics from a decade of tests and campaigns learning what works and what doesn't • A team of experts in house to build it and run it This isn't a set of AI tools cobbled together. It's our operating system and it's in place now. We call it Omega. I've had the chance to use Omega from Day 1 and it has already accelerated my learning faster than anything I've seen in my career. I'm so energized to see how our CPG team can use Omega to bring the best decisions made fast to the CPG world. Power Digital Marketing Power Digital Marketing 1mo Charlie Chappell shared this Today, we're proud to introduce Power Digital as an AI-Native Growth Firm. Brands are under more pressure than ever to make faster decisions, prove business impact, and drive measurable growth. We believe the future belongs to organizations that combine the best talent with the best technology. That's why we've spent years building an operating model that combines dedicated industry experts with enterprise intelligence to help clients make better business decisions and achieve better business outcomes. Today, that vision comes to life with Omega, our AI operating system, and Iris, the intelligence layer powering every recommendation, workflow, and decision. Together, they give our strategists better intelligence, better context, and better tools to help move businesses forward. Watch our launch video, explore Omega, and read more about this next chapter for Power Digital. Explore Omega https://lnkd.in/gUhArsUy Read the Press Release https://lnkd.in/gGPY4rCZ public_profile__posts 46 12 Comments Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 2mo Report this post Charlie Chappell shared this Today, I’m turning a page. After 25 years on the brand side at Procter & Gamble and The Hershey Company , I’m joining Power Digital Marketing , a leading tech-enabled growth marketing firm, as President of its Consumer Packaged Goods (CPG) Division. Throughout my career, I have been energized by one question: Where does the next wave of growth come from? That question shaped much of my work at P&G and Hershey, where I had the opportunity to learn from some of the best leaders, marketers, retailers, agencies, media platforms, and technology partners in CPG. It is also what drew me to Power Digital. Modern CPG growth is being built differently. While core marketing principles remain the same, consumer expectations are changing rapidly, and the tools and technology to listen and connect with them are evolving at a faster pace. Yet, the pressure to grow and prove the return on every dollar hasn’t let up. At Power, I will be partnering at the highest level with the modern CPG brands at the forefront of this change. My work will focus on serving as a true operating partner, helping brands move from momentum to scale by connecting consumer insight, brand strategy, and commercial execution with modern growth capabilities to drive sustainable business growth. To my new colleagues at Power Digital: I can’t wait to get started. If you are building, leading, investing in, or advising a growth-oriented consumer brand, I would welcome the chance to talk about what it takes to unlock the next stage of growth. And if we’ve worked together, learned together, built together, or simply crossed paths along the way, I’d love to reconnect in the weeks ahead. Let’s catch up. Power Digital Marketing Power Digital Marketing 2mo Charlie Chappell shared this Big news: Charlie Chappell has joined Power Digital as President of our CPG Division. He brings 25 years of brand-side experience at Hershey and P&G, along with a track record of turning innovation into real growth. Now, he's leading our CPG vertical strategy. Learn more below: https://lnkd.in/ggjXNebK Power Digital Appoints Charlie Chappell as President of CPG Division to Lead Vertical Growth Strategy Power Digital Appoints Charlie Chappell as President of CPG Division to Lead Vertical Growth Strategy 661 299 Comments Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 4mo Report this post Charlie Chappell shared this Really enjoyed getting to share some new perspective on balancing speed vs. risk when it comes to CPG innovation with Katy Jones of Trustwell . As I spend more time with smaller growth-oriented CPGs, I appreciate more that there is no one answer to the question of how fast to move. Staying grounded in first principles (e.g. food safety) while understanding your business context is critical to making those calls. Reach out to me if you would like to dig deeper. Trustwell Trustwell 4mo Charlie Chappell shared this How fast should innovation move in the food industry? In the latest episode of Food Tech Talk: Supply Chain Insights From Farm to Fork Trustwell CEO and host Katy Jones sits down with Charlie Chappell , former VP of Innovation and Global R&D at The Hershey Company to discuss the balance between speed, quality, and risk in global product development. Charlie explains why established brands operate under a different level of scrutiny than startups and what it takes for legacy companies to protect decades of consumer trust while continuing to innovate to changing tastes. One principle remains constant across every business size: food safety is non-negotiable. Listen to the full episode for insights on innovation strategy, consumer expectations, and responsible growth. 🎧 https://hubs.ly/Q04gw2Ck0 #FoodTechTalk #FoodRandD #FoodFormulation #FoodSafety public_profile__posts 24 1 Comment Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 6mo Report this post Charlie Chappell posted this Looking for help from my LinkedIn network. I'm advising a university professor and licensed counselor who is launching a new book and podcast about relationships particularly for young adults (20-30) navigating this topic in today's world at a critical time in their lives. Looking for social media experts, strategists, or content creators who share her vision for helping young adults build healthy, lasting relationships. Podcast production is underway so help needed is how to create content (clips, etc.) for social media platforms to raise awareness and engagement. Need strategy first, then execution. If you are interested or know someone who could help, DM me and I can provide more details. 32 7 Comments Copy LinkedIn Facebook X Charlie Chappell Charlie Chappell 6mo Report this post Charlie Chappell shared this I enjoyed collaborating on this white paper because I've seen first hand when companies view reformulation as a value creation tool rather than just a cost savings or compliance exercise they realize the greatest long term value. Even better when you put your customer or consumer at the heart of it all. Value Gene Consulting Group Value Gene Consulting Group 6mo Charlie Chappell shared this Reformulation is no longer a one-off product exercise. It is now an enterprise capability. For years, reformulation was treated as a technical response to specific triggers: regulation changes, evolving consumer expectations, ingredient issues, or cost pressures. That approach is no longer enough. Today, multiple requirements hit at once, varying by retailer, customer, claim set, and jurisdiction. Timelines are tighter, proof expectations are higher, and delays increase risk. Within 5 years, in many large portfolios, 15–40% of SKUs may face reformulation pressure. When managed ad hoc, this often leads to 3-15% higher unit costs, execution delays, and tradeoffs that strain margins, operations, and shelf access. Our white paper makes a clear case: Reformulation must be managed through a repeatable operating model, not reactive product-by-product decisions. That means: Treating reformulation as a portfolio program, rather than a one-off product change. Translating external and internal requirements into clear portfolio implications. Stress-testing options across R&D, procurement, regulatory, operations, quality, and commercial teams. Prioritizing actions through a multi-year roadmap with strong governance and C-level ownership. This is not just about changing formulas. It is about building the organizational capability to drive continuous change with greater speed, discipline, and confidence. We would also like to sincerely thank the contributors who shared their perspectives, feedback, and practical input in support of this paper: David Thomas, PhD , Charlie Chappell , Susan Bond , and Carrie Schroeder . Their insights helped strengthen the quality and practicality of this work, and we are grateful for their support. Read the full white paper: https://lnkd.in/g3zQE4KK Listen to the podcast: https://lnkd.in/g-RU2rY6 (also available on all major platforms via the Value Gene Insight Conversations podcast) public_profile__posts 27 5 Comments Copy LinkedIn Facebook X No more next content