The Real World People

We are Real World Marketing.

We are a team of experienced FMCG professionals and true best practice experts, who are passionate about utilising all of our expertise to help clients achieve better results in their business.


Paul Bull, Managing Director

Paul has extensive experience leading Customer and Sales Depts. that work with many of the world’s largest and most sophisticated retailers such as Tesco, Wal Mart, Sainsbury’s, Woolworth’s and Coles. 

Paul’s style is described by clients as engaging, stimulating and thought provoking. He is challenging and supportive in equal measure and loves to see clients develop new perspectives and insights about their business and the opportunities they have.


Mark Strazdins, Category Strategy & Execution Expert

Mark’s key strength lies in building collaborative relationships between suppliers and retailers which is achieved through world class category strategy, joint business planning, and outstanding shopper marketing and in-store activation solutions. Mark has held numerous Category Development leadership roles as well as senior Sales roles both in Australia & the UK.

Mark is very outcome orientated and is always thinking about how the work can take a client towards the goals identified.


Simon Lawther, Category Specialist & Capability Builder

Simon’s background is in FMCG retailing, category and customer management; in Europe, Asia and most recently Australia. With career experience including Retail Strategy and Buying (Kingfisher Stores, UK), National Account Management and Trade Marketing (Unilever and Sara Lee, UK) and leadership positions in Category Development and Customer Marketing (Campbell Arnott’s and Diageo, Australia), Simon is well placed to build the strategic and executional capability of some of the biggest blue-chip FMCG businesses in Australia. 

Simon is facilitative, pragmatic and motivating. 


Emma Keech, Category Strategy and Capability Specialist

Emma’s background is FMCG Category Management & Shopper Marketing, Commercial Strategy and Retail Strategy. During her 16 years of industry experience across the UK and Australia she has held Category leadership roles (Woolworths / Red Bull / Johnson & Johnson – Australia & the UK) and had a strong grounding in sales and commercial strategy (Colgate-Palmolive). She has led change in business capability through Category Management and focused on supplier and retailer collaboration, insight led strategy and excellence in execution.

Emma’s style is engaging and results orientated, and she is passionate about insight led shopper centric solutions.


Jonathan Curnow, Innovation and Consumer Specialist

Jonathan has over 20 years experience leading category, marketing and innovation teams in the UK and Australia. He has extensive experience in research and analytics, trade and category marketing and in his varied career he has had the privilege of working on the development of some of the worlds most famous brands.

Jonathan has a personable and engaging style that constructively challenges the status quo and is highly inclusive. 


Matthew Freebury, Pricing and Promotions and Category Analytics Lead

Matt has a breadth of cross functional experience with leading FMCG Bluechip companies gained across Sales, Revenue Management & Pricing, Category & Marketing. Matt has worked with Campbell Arnott’s, Unilever & PepsiCo. Matt’s experience spans all levels of sales operations, National Business Management (Coles, Woolworths & Convenience), Senior Brand Marketing and head of Category Management.

Matt’s style is to immerse himself in the opportunity at hand and to work the data and the insight until a set of compelling and clear opportunities emerge.


Dina Myers, Marketing and Category Specialist

Dina is an accomplished business professional with a wealth of general and brand management experience in Australia and across multiple markets in Africa. She has a reputation for building capability within organisations and driving clear strategic direction in portfolio, brand and market and consumer choices through applying deep understanding. She has a hands-on approach, partnering with management through the process from strategy to execution.

Her skills were honed during almost a decade at Procter & Gamble South Africa where she worked across sales and category and marketing, culminating with a marketing director appointment. Whilst at P&G she led multi-functional teams to deliver success on several businesses and projects. She also led the development of entry strategies for new categories into sub-Saharan Africa which dramatically changed the game for the business in Africa. She left P&G and co-founded Aperio, a business consulting company focused on accelerating growth of FMCG brands in South Africa and sub-Saharan Africa. Their clients include many multinationals and leading local businesses. Dina has been a RWM consultant for the past few years leading portfolio, channel and distribution and capability development.


David Mcloughlin, Commerical Strategy & Execution Focus

David is a proven commercial professional with excellent sales & negotiation skills gained from over 20yrs in senior commercial roles, managing global and national Customers across the FMCG sector. David’s background includes Senior roles at The Coca-Cola Company and British & American Tobacco. 

David believes in working collaboratively with all key stakeholders to extract maximum value from a project. 


David Ginsberg, Director of Consulting

David is a highly credentialed and well regarded retail expert with a background comprising of over 25 years in senior management roles for multinational retailing organisations including 7-Eleven Hong Kong & Australia, Shell Asia Pacific & The Middle East, Dairy Farm International Hong Kong, Macro Wholefoods, Franklins Supermarkets & BP Australia. David provides a deep understanding of all things retail and importantly the linkages to achieve optimal retailer & supplier engagement and effectiveness.

David’s style is personable, thoughtful, results orientated and engaging. 


Michael Ryan, Sales and Commercial Strategy, Negotiation and Capability Lead

Michael has 20+ years’ experience in FMCG working with Woolworths, Coles, Metcash, Aldi and David Jones leading both sales teams across Australia and New Zealand. Michael has experience working across Food and Non-Food categories within global multinationals including Mars & Nestle and locally listed and privately owned businesses with Goodman Fielder and Manassen Foods.

As a Sales Director Michael has led both large and mid-sized teams through ERP and business planning roll-outs, joint customer planning and integration of new business and brand acquisitions as well as onboarding new principle partner / distributor relationships. Improving trading relationships and in market execution with key customers at both Head Office and at store level.

Michael’s focus is on creating mutually beneficial and sustainable outcomes that unlock value for both you and your trading partner.


Dominique Tourle, Category Strategy, In Store Execution & Capability Builder Specialist

Dominique has over 12 years of category and shopper experience across UK and Australia. She has created and implemented long term strategic category projects with Sainsbury’s, Asda, Tesco, Coles and Woolworths across both liquor and grocery. She has driven transition in businesses by: setting up category, shopper and pricing departments; building capability and internal integration; improving their category reputation with customers (most recently though the Platinum Partnership role with Woolworths). Her background includes TNS / Kantar, Constellation / Accolade Wines and PepsiCo.

Dominique believes in finding alternative approaches to best fit specific projects and in combining individuals’ strengths to create great solutions that are easily executed.



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