Charles Vila was appointed Vice President-Consumer & Customer Insights Department (CCID) Global in June 2013.
Charles leads the insights work that, guides Campbell’s marketplace activities, such as advertising, product and package design, innovation, pricing, and in-store activities.
Charles has an extensive track record in driving business success by understanding people’s needs, habits, and behaviors, and identifying meaningful and lasting ways to connect Campbell’s brands to their lives. A key element of his approach involves a full immersion into consumers’ everyday lives by interacting with people as they shop, cook, dine, and play.
Charles joined Campbell in 1989 as Associate Manager-Market Research, supporting U.S. Soup. Since then, he has held positions of increasing responsibility, including Director-CCID, International; Director-Consumer Insights and Consumer Contact Center, Asia-Pacific; Director-CCID, U.S. Soup; Director-CCID, Europe; Vice President-CCID, Campbell North America and currently, Vice President – CCID, Global.
Charles and his team of more than 30 professionals around the world support brands including Campbell’scondensed soup, Campbell’s Chunky soup, V8 beverages, Prego pasta sauces, and Pace Mexican sauces, Pepperidge Farm and Arnott’s Biscuits.
His work has been featured in The Wall Street Journal, Advertising Age, ABC-TV’s Nightline, CBS News and National Public Radio.
Previously, Charles held consumer insights positions at Pepsi-Cola and RJR Nabisco.
Charles graduated high school at age 15, and actually started college when was 14 years old. He obtained two undergraduate degrees by the time he was 19 years old and completed his MBA from the University of Miami at the age 22.
In 2012, Charles received the award from Diversity MBA magazine as ‘Top 50 under 50 Executive Diversity Leaders’. In 2013, Charles was recognized with Campbell’s ‘Influence with Honor’ leadership award.