Bitesize Business Academy was launched in 2017 by Pure Blue Ocean, a leading Sales Consultancy and Veritas Partners, Recruitment Sales role specialists. They recognise that many sales people don’t have the fundamental skills to do their job effectively and that many companies don’t invest in training to get the skills required. As a result, not only does this impact on sales performance, but also on staff retainment.


Duncan Cawdell,
Co-Founder and Managing Partner

Duncan Cawdell has a wealth of senior sales management experience both in the UK and abroad. Duncan has sat on both sides of the table, as buyer and as seller, which provides a rounded perspective on effective selling.

His career started in Asda, one of the UK’s largest grocery retailers, as a Business Unit Manager where he learnt the fundamentals, such as people management, inventory management, range and layout and retailer execution. He progressed to Product Group Manager at Somerfield, deepening his knowledge in the importance of commercial strategy and product and margin mix. During that time he bought across multiple categories for supermarkets, convenience stores and discounters. These roles provided the depth and breadth needed to be successful in his move from buyer to seller, first at Gerber Foods as Commercial Operations Controller and then in his international role as Sales Director at Bon Bon Buddies Europe.

Duncan, is not only a commercial driven individual, he has always had a passion for working with and developing people. This led to him leveraging his sales expertise to work for Weben Consulting, leading the sales capability arm of the organisation, providing sales training programmes for major corporations across the globe, as well as some time back in retail with Pick N Pay (Southern Africa’s largest retailer). It was in this capacity that Kerry Foods asked Duncan to join them as Field Sales Director for the Van Sales Division, and then later as the Sales Capability Director GB&I at a Group level.

His career path, passion for people and drive has since led him to be the Founder and Managing Partner for Pure Blue Ocean. Duncan is able to draw on his experiences working with diverse companies and people to ensure that his clients are successful in their own space, moving from the red ocean and into the blue.


Nicky Stapleton,

In 2005, Nicky set up The Veritas Partnership with Mike Gorman with the aim of building on their extensive network and personal reputations, coupled with their hunger to deliver sustainable results for their clients.

Nicky has a wealth of experience in the FMCG sector, including sales, marketing, category, supply chain, operations and HR recruitment – executive search to contingency. Her earlier career encompassed time in FMCG Operations and a Finance role before moving into FMCG sales recruitment.

In 2014 she arranged for her team at Veritas to go through the Insights Discovery team event. She was ‘blown away’ by the insight on preferences and behaviour and how it enhanced the team and their performance. This lead to Nicky investing herself to become an Insights Discovery Practitioner in 2015. She has since run Introduction to Insights for customers from start-ups, such as Primal Pantry to multi-billion pound organisations, such as Walgreens Boots Alliance.”

Tim Coles

Tim Coles,
Negotiation Programme Lead

With a wealth of frontline negotiation experience leading buying teams for major retail groups including Tesco and Kingfisher in the UK and most recently with UNO a hypermarket start up in Algeria.

He has worked for nearly a decade as a specialist consultant developing the commercial capabilities of hundreds of sales and marketing executives within large FMCG organisations including PepsiCo, Mars, Unilever, & Carlsberg.

Jo Chapman

Jo Chapman,
Marketing Programme Lead

Jo Chapman has over 15 years of FMCG senior management experience in leading FMCGs PepsiCo and Diageo. Her fast track career path has helped her to build deep knowledge and experience in key functional areas such as Brand Marketing, Innovation, Field and National Sales, Procurement, Commercial and Channel Marketing.

Throughout her career she has been involved in developing and delivering training programmes for the functions within which she worked. Jo creates an engaging, informative and open environment to ensure delegates get the most out of the training sessions that can be taken back to the workplace.

Cat Hadfield

Cat Hadfield,
Category Programme Lead

Cat has recently joined the Bitesize team her dedicated career will bring a wealth of knowledge and experience to all clients.

Cat has over 20 years of experience in top blue chip FMCG companies. She has a unique breath of commercial and brand capabilities across Category, Sales, Business Development, Consumer Insights and MS&P functions.

She has 10 years at Procter and Gamble where she worked across multiple customers and categories defining trade strategies and delivering step-changing category, customer and brand growth.

She then moved to  L’Oreal where she has developed extensive understanding of the health beauty world and was headhunted into the to the prestige division which brings a unique understanding of mass market and luxury

She has extensive experience of delivering training and presenting at multiple levels and to multi-functions and is passionate about delivering this into her clients She is thrives about unlocking business opportunities and has a collaborative and engaging style which makes teams succeed.

Phil Hutchinson-May

Phil Hutchinson-May,
Career Management Programme Lead

Phil has over 25 years’ experience and began his career in Human Resources with Unipart and Coca-Cola, before joining Mars in a sales role. He has subsequently become a successful and respected recruitment consultant. Phil has worked with many of the UKs leading companies and recruited at all levels.

He enjoys taking a consultative view with his clients and also advising candidates to support them through the often challenging recruitment process. Phil is still very much a hands on recruiter and in 2010 he established his own consultancy FMCG Central.

He has a wealth of practical experiences and seeks to add value and become a partner to both candidates and clients. He invests time to understand company cultures and environments so that he can offer advice and provide an outstanding candidate experience.

We are pleased that Phil has now teamed up with Bitesize to offer our Career Management Programmes. In practical sessions, these are designed to provide a step by step approach, shared experiences and tangible outcomes.