Hawking's appointment comes as Sky Media seeks to strengthen the importance of advertising sales within the BSkyB organisation and promote the benefits of digital television to agencies and advertisers.
Chippendale is also creating the new position of head of strategic planning to work alongside the agency sales team. The job will involve promoting how Sky can offer an integrated sell to advertisers.
Chippendale, who was an early evangelist for interactive advertising, is keen for the digital television arena to set common standards so that the medium becomes more accessible to advertisers.
Hawking has been at Sky since 1995. He joined as London sales manager and most recently held the job title head of agency sales. Hawking is a well-known figure on the TV sales circuit having previously worked at a number of ITV companies including Granada, Central and Yorkshire-Tyne Tees.
Chippendale became Sky's sales director in January this year following the departure of Peter Shea. Shea had worked for Sky for 12 years and her departure was linked to the arrival of Dawn Airey at BSkyB, who joined as managing director of Sky Networks.
Chippendale said, "Richard is an experienced media executive who understands how Sky can deliver integrated deals which meet client objectives. His appointment as deputy sales director will take forward our drive to forge partnerships that enable our clients to thrive in the multichannel environment."
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