About Pure Blue Ocean

Our vision is to be seen and respected as a leading customer focused consultancy that works in partnership with people and organisations to realise their potential in an ever-competitive market.
We work closely with you, to understand the uniqueness of your business, and your people, and ask the honest and forthright questions that others can’t – to bring together the vision for the business with the reality of performance. We bring global experience, across a range of industries and backgrounds, providing a wealth of knowledge that aids in accelerating your business.


Duncan Cawdell,
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.

David Warren

David Warren,
Associate Partner

David started working on behalf of Pure Blue Ocean in 2017. His broad career provides a wealth of knowledge and experience to Pure Blue Ocean and its clients.

David has over 20 years’ experience in FMCG and has in that time developed a unique breadth of commercial capabilities that includes developing strategy and leading teams across Insight, Category, Sales, Marketing, Innovation, and MS&P functions and more recently through business transformation in his role leading the Excel business transformation team at Kerry Foods, and consulting and training and development assignments with the Quantic Group.

David is also a NLP master practitioner, executive coach, Prince2 Project Manager, capable facilitator, trainer and public speaker.

Martin Heyes

Martin Heyes,
Associate Partner

Martin became an Associate of Pure Blue Ocean in 2017 following a long successful career in various sales roles at Mars.

Martin Heyes most recent role was as National Sales Training Director for Mars UK, with responsibility for the development and delivery of the sales training strategy and programmes across the three Mars UK businesses.

During his 30 years with Mars, Martin has developed a wealth of Customer Management experience, from frontline territory sales, sales operations, trade marketing, and national account management across all sectors of the Mars business, including top 5 grocers, professional convenience, food service, travel and leisure, and independent retail.

Jo Chapman

Jo Chapman,
Associate Partner

Jo Chapman is an effective business woman who 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 Marketing, Innovation, Sales, Commercial and Channel Marketing and Procurement. Her successful career and wide-ranging experience has equipped her with a deep and diverse skillset that will add value to any business.

Regarded as someone who can make things happen, Jo has demonstrated outstanding ability to drive permanent change, tackling organisational and cultural barriers, and successfully embedding new ways of working.

It is this skill set and her ‘trouble shooting’ reputation that has led Jo to so many diverse and organisationally critical roles.

Whether the task at hand is building a brand, implementing a new process, or building a relationship with a customer, Jo is able to quickly get to the nub of the problem, identify a range of solutions and implement the change; providing end-to-end strategic change management and delivery.

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