Power Digital has appointed consumer goods executive Charlie Chappell as President of its Consumer Packaged Goods (CPG) Division, expanding its industry-focused leadership strategy as brands face growing pressure to improve marketing efficiency, retail measurement, and return on investment. The appointment underscores the increasing demand for specialized marketing expertise that combines category knowledge with data-driven growth strategies.

Power Digital has appointed Charlie Chappell as President of its Consumer Packaged Goods (CPG) Division, strengthening the company's vertical-focused growth strategy as consumer brands navigate a rapidly changing retail and digital marketing landscape.

The appointment expands Power Digital's industry-specific operating model, which organizes the firm's services around specialized business sectors rather than general marketing practices. The strategy is designed to combine deep category expertise with technology-enabled marketing intelligence, enabling clients to address increasingly complex growth challenges across consumer markets.

Chappell joins Power Digital after a 25-year career in brand strategy, innovation, media transformation, and commercial leadership. Most recently, he served as Vice President of Innovation and Global Research & Development at The Hershey Company, where he helped position innovation as one of the company's largest growth drivers while overseeing major product launches and innovation initiatives.

Earlier in his career, Chappell led Hershey's media transformation strategy, focusing on data-driven marketing and improving media effectiveness. Before joining Hershey, he spent 12 years at Procter & Gamble, developing expertise in brand management and commercial leadership across more than 30 international markets.

In his new role, Chappell will oversee Power Digital's partnerships with consumer packaged goods companies, helping brands integrate marketing strategy, commerce, media, creative development, innovation, and analytics into unified growth programs.

The appointment comes during a period of significant transformation across the CPG industry. Consumer brands are adapting to fragmented retail ecosystems, rising customer acquisition costs, evolving consumer purchasing behavior, and increasing expectations for measurable marketing performance. As ecommerce, retail media networks, social commerce, and direct-to-consumer (DTC) channels continue expanding, marketing organizations are under greater pressure to demonstrate clear business outcomes from advertising investments.

Power Digital Chief Executive Officer Jeff Mason said brands increasingly seek partners with both operational and category expertise.

"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," Mason said. "Charlie has built innovation engines, managed hundreds of millions in media, and driven measurable growth at the highest level of the industry."

Chappell emphasized that sustainable business growth requires closer integration across traditionally separate marketing functions.

"Most agencies are built to execute. Power Digital is built to grow businesses," he said. "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."

The appointment reflects broader changes across the marketing services industry, where agencies are increasingly positioning themselves as strategic business advisors rather than execution-focused service providers. Enterprise clients now expect consulting support that connects marketing investments directly with commercial performance, customer acquisition, revenue growth, and operational decision-making.

According to Gartner, chief marketing officers continue prioritizing investments in marketing analytics, artificial intelligence, and customer data to improve measurable business performance while navigating tighter budgets. Meanwhile, McKinsey & Company reports that organizations integrating marketing, commerce, analytics, and product innovation outperform competitors in both customer acquisition and long-term revenue growth.

Power Digital's vertical expansion strategy also aligns with growing enterprise demand for industry-specific expertise. Earlier this year, the company expanded its healthcare capabilities through the acquisition of Cardinal Digital Marketing, establishing a dedicated healthcare division. The creation of a specialized CPG division extends that model into one of the largest and most competitive global consumer industries.

Technology is also reshaping how CPG brands engage consumers. Platforms from Google, Amazon, Salesforce, Adobe, and Microsoft increasingly combine artificial intelligence, marketing automation, retail analytics, customer relationship management (CRM), and commerce intelligence to help brands personalize customer engagement while improving campaign measurement.

For CPG organizations, integrating these technologies with retail media, ecommerce platforms, loyalty programs, and first-party customer data has become essential for delivering consistent omnichannel experiences. Marketing partners capable of connecting creative strategy with commerce performance and advanced analytics are becoming increasingly valuable as brands seek greater efficiency from every marketing investment.

The appointment of Chappell signals Power Digital's intention to deepen its role as a strategic growth partner for enterprise consumer brands rather than serving solely as a marketing execution agency. By combining category expertise with data-driven consulting and technology-enabled marketing services, the company aims to help CPG organizations navigate evolving consumer behavior, retail transformation, and increasingly complex digital marketing ecosystems.

Market Landscape

Consumer packaged goods companies are accelerating investments in AI-powered marketing, retail media, ecommerce, first-party data, and omnichannel customer engagement as traditional growth models evolve. Marketing service providers are responding by building specialized industry teams capable of combining strategic consulting, analytics, commerce expertise, and digital marketing execution. Vertical-focused operating models are becoming increasingly common as enterprise brands seek partners with deep category knowledge and measurable business outcomes.

Top Insights

• Power Digital appointed Charlie Chappell as President of its Consumer Packaged Goods Division to strengthen category-specific growth consulting and enterprise marketing capabilities.
• Chappell brings leadership experience from The Hershey Company and Procter & Gamble, spanning innovation, media transformation, brand strategy, and global commercial operations.
• The appointment reflects growing demand for integrated marketing strategies connecting brand, media, commerce, analytics, and product innovation across CPG organizations.
• Rising customer acquisition costs, fragmented retail ecosystems, and increasing ROI expectations continue reshaping marketing priorities within the consumer goods industry.
• Specialized industry-focused marketing teams are becoming increasingly important as enterprise brands seek strategic partners capable of delivering measurable commercial growth.

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