Faculty - The Australian Grocery Academy
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Meet our talented team.
Paul Bull

Paul Bull

Paul is the Managing Director of Real World and a founder of Advantage Group in Australia. Paul has 10 years consulting, facilitating and training experience and prior to that spent 10 years in the UK and Australia across Sales and Category for Arnott’s & Kellogg. Paul has an MBA from Manchester Business School.


Rebecca Jones

Rebecca joined RWM in 2020 after 8+ years in London with a career spanning Sales, Insights & Category across a number of blue chip FMCG market leading brands. With experience across a broad mix of Food, Household & Liquor categories, she is passionate about leveraging a deep understanding of consumer & shopper behaviour to unlock growth for categories & brands, enabling collaborative partnerships between Retailers & Suppliers for mutual benefit.


James Lane

James has 27 years’ experience within the Coca-Cola System and 3 Years as an FMCG commercial excellence consultant. James’s roles included Commercial Director CCA, General Manager of Retail and General Manger Category and Strategy. His expertise covers Route to Market, Field Sales execution, Strategic Revenue Management, Strategy and Customer Marketing. James believes in driving collaborative business plans with major customers as a foundation for growth.


Simon Mosley

Simon has a broad range of experience working in the Australian FMCG industry over the last 25 years. With a background in Sales and Marketing, he is now a commercial consultant and leadership mentor. Previously Simon was the Sales Director at General Mills ANZ and prior to that worked as a Senior Marketing Manager. In addition, he has a wide range of commercial and leadership experience across several other industry leaders, including Mondelez, Cadbury Schweppes, Kraft Foods and Unilever.

James Tan

James Tan


James has 20 years’ experience working across commercial buying and category roles with Woolworths in Australia and Sainsburys and Tesco in the United Kingdom.  James has worked across numerous categories including Packaged Groceries (Head of Trade Woolworths), Confectionary (Category Manager), Frozen Foods (Senior Buying Manager Tesco), and Produce (Sainsbury’s).  With a focus on growth, James utilizes his personable style to unlock opportunities.


Mark Strazdins

Mark is Real World’s Head of Category and an expert in Category Management. Mark has been Real World’s Category Consulting lead for three years and prior to this was head of Category at Mondelez and Kraft. Mark has almost 20 years’ experience in Category and Sales in the UK and Australia.

Dominique Tourle

Dominique Tourle

Dominique is Real World’s Insight specialist and is an expert on Category Strategy and Execution. Dominique helps many of Australia’s leading fmcg companies find true value in their research and data and is able to ensure that businesses develop executable plans from the data they have. Dominique has over 10 years experience leading Category teams gained in fmcg and Liquor both in Australia and the UK.