Charlie Chappell

Visionary
DISC Type : Ds

Investor & Mentor, (Advisory) | SKU CPG Accelerator at SKU

Hershey, Pennsylvania, United States

Overview

A growth and transformation executive with a foundation in Chemical Engineering from Purdue and an MBA from Kellogg. Charlie has driven innovation and marketing for global giants like The Hershey Company and Procter & Gamble, blending technical R&D expertise with commercial leadership to generate substantial revenue growth across more than 30 markets.

Outside of his corporate roles, Charlie is passionate about fostering the next generation of consumer brands. He serves as an investor and mentor for early-stage startups at the SKU CPG Accelerator, advising founders on everything from brand positioning to go-to-market strategy. He sometimes humorously describes his innovation role as being like "Willy Wonka. "

Unique Fact: He began his career as a product developer and holds three patents for personal care products, a technical background that informs his innovative approach to brand marketing.

Personality Overview

Big Vision Person

Objective Evaluator

Goal-Oriented

Reading between the lines and seeing beyond your words comes naturally to them.  They are very professional in their approach and can weigh multiple perspectives together. They exhibit a rare combination of being result-oriented but patient at the same time.

Topics They Care About

CPG Innovation
As VP of Innovation at Hershey, he led his team to grow three-year innovation sales by 33% to $1. 2B and champions looking "around corners" for the next big trend.
Startup Mentorship
Actively serves as an investor and mentor for SKU, a leading CPG accelerator, where he advises founders of early-stage consumer startups on growth and strategy.
Digital Transformation
He led Hershey's global media transformation, doubling its revenue impact by shifting investment to data-driven digital platforms and away from traditional media.

Media Appearances

Charlie Chappell of The Hershey Company on Retail – BRAVE COMMERCE. Featured in Apple Podcasts

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Charlie Chappell, Vice President of Innovation, R&D at The Hershey Company (YouTube Shorts). Featured in YouTube

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Charlie Chappell, Vice President Innovation and R&D, The Hershey Company – DataIQ Profile. Featured in DataIQ

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Work History

7-2025 - 11-2025
Investor & Mentor, (Advisory) | SKU CPG Accelerator at SKU
8-2022 - 12-2025
Vice President, Innovation and Global Research & Development at The Hershey Company
7-2015 - 8-2022
Vice President/Senior Director Media at The Hershey Company
7-2012 - 6-2015
Senior Director - Global Marketing Excellence & Brand Franchise Leader at The Hershey Company
8-2010 - 7-2012
Associate Marketing Director - Global Ecommerce/Digital at Procter & Gamble

Education

MBA from Northwestern University - Kellogg School of Management
Bachelor of Science - BS from Purdue University

More Information

Social Presence :

Prographics :

Exp : 28 Location : Hershey, Pennsylvania, United States Job Level : N/A Designation : Investor & Mentor, (Advisory) | SKU CPG Accelerator at SKU

Interested in

Health & Outdoor

Travel, Travel

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Insights For Selling To Charlie

During A Call Or A Meeting

DO's

  • During followups, use phone or text if needed, they should be fine
  • Let them know of potential risks but suggest mitigation methods alongside
  • You can spend time on BANT (or other qualification methodology) but keep it to the point

DONT's

  • Don't shy away from asking hard questions, but be extra polite
  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Charlie is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Charlie

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Charlie move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Charlie take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Charlie

Personality Compatibility


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