“Work more on things that people haven’t figured out yet." Charlie Chappell is head of integrated media and communications planning at The Hershey Company, where he is leading the company’s transformation towards a data-driven, people-based approach to media on brands like Reese’s, Hershey’s, Kit Kat, Ice Breakers, Twizzlers and many more. In a great conversation about finding what’s important to each of us at work, Charlie talks about he’s always found his path Charlie brings a decidedly marketing perspective to media after spending 12 years at Procter & Gamble, working on brands like Pantene, Herbal Essences, Old Spice, Gillette, Secret, Safeway and Camay - across 25 countries including the US, China, Russia, Egypt, and Pakistan - as well as in Central and Eastern Europe, the Middle East and Africa. Charlie received his MBA from the Kellogg School at Northwestern, and also studied chemical engineering at Purdue University. He lives just outside of Hershey, Pennsylvania with his wife and four kids.