CEO Profile

SEAN WILSON

CEO | Managing Director | Group Executive (COO, Commercial Leader)

Executive Profile

I’m a commercially focused CEO and Managing Director with more than 10 years experience in board-appointed CEO roles, leading multi-million-dollar organisations through growth, turnaround, transformation and change.

I’ve had full P&L responsibility for portfolios of up to $89 million, led large cross-functional teams of 300+ people across more than 50 locations, and worked across industries including technology, SaaS, HR and employment law, healthcare, NDIS, professional services, retail, building, advertising, membership and not-for-profit organisations.

Across my career, I’ve increased share value by 150%+, doubled revenue and gross profit, delivered repeated loss-to-profit turnarounds, grown SaaS and recurring revenue businesses, integrated acquisitions and prepared businesses for sale or exit.

I’ve also spent a significant part of my career working closely with boards, private equity investors, shareholders and other senior stakeholders. I’m comfortable taking responsibility for the difficult decisions, whether that means restructuring a business, addressing accumulated risk, changing leadership, improving financial performance, rebuilding systems or finding a new way to grow.

My approach is generally straightforward: understand what is really happening, stabilise what needs fixing, make the difficult decisions, build the right foundations and then focus on growth and value creation.

What I Bring

I bring broad commercial and operational experience rather than a narrow functional background. I’ve worked across sales, marketing, technology, HR, finance, operations, product, governance and strategy, including serving concurrently as CTO, HR Director, Board Director, Company Secretary and Public Officer.

That means I’m comfortable looking at a business as a whole — understanding how the numbers, people, customers, technology, operations and strategy fit together rather than treating them as separate functions.

My experience includes:

Full P&L ownership of portfolios up to $89 million.
Leading teams of 300+ people across 50+ locations.
150%+ share value growth.
Repeated loss-to-profit turnarounds.
Consistent double-digit revenue growth across multiple organisations.
SaaS scale, ARR growth and digital transformation.
Acquisition integration and post-acquisition performance improvement.
Capital allocation and disciplined use of internal cashflow.
Governance, compliance and risk resolution.
Working with boards, private equity investors and shareholders.
Building commercial partnerships and distribution channels.
Restructuring organisations, leadership teams and operating models.
Preparing businesses for sale, exit or investment.

BetterHR | CEO & Managing Director (2017–2024 | 7+ years)

I was appointed by the Board to lead BetterHR, a multi-million-dollar HR and employment law SaaS and advisory business.

I served as CEO and Managing Director for 7 years.

I also served concurrently as CTO, HR Director, Board Director, Company Secretary and Public Officer.

Before becoming CEO, I spent four years as COO & Deputy CEO, giving me more than a decade of experience within the business across senior executive and board responsibilities.

My work at BetterHR was recognised through national and international awards including Best HR & Employment Law CEO – Australia, Top 50 Small Business Leaders and 30 Best CEOs of the Year, among others.

> See more: Proven track record

Zonda Global | Zonda Care | Marine Seven (Group CEO | 2024–2025)

I was appointed by private equity investors to lead a $20 million+ multi-entity portfolio covering healthcare staffing and recruitment, NDIS services and marine sales and service.

The role involved taking responsibility for multiple businesses with different operating models, customer bases, risk profiles and performance challenges.

I also served concurrently as Group COO for Venturely, rebuilding the shared-services model across areas including HR, IT, marketing and sales to stabilise performance.

> See more: Proven track record

Kolling Foundation | now North Foundation (CEO & Managing Director | 2008–2010)

I was appointed by the Board to lead the Kolling Foundation, a multi-million-dollar medical research foundation associated with Royal North Shore Hospital and founded by the NSW Government, University of Sydney and Ramsay Health, among others.

I also served concurrently as Board Director, Company Secretary and Public Officer, as well as a member of committees such as the Finance, Investment & Audit Committee and the Andrew Olle Memorial Trust Committee.

The role combined commercial and operational leadership with the governance, fundraising, stakeholder and accountability requirements of a significant medical research organisation.

> See more: Proven track record

Sharing Minds | Asta Group (Commercial Director | 2025–Present)

I was brought into the business to commercialise and scale a new legal technology division within a professional services group.

I built the division from zero to more than $1 million in revenue within six months, with a $2 million+ commercial uplift for the financial year and ARR representing more than 50%.

The role again involved taking something relatively new, establishing the commercial model, building the market and creating a platform for scalable growth.

> See more: Proven track record

Earlier Executive Experience

My earlier career provides additional breadth across commercial leadership, technology, government and large national organisations.

As National General Manager Sales & Marketing at the Housing Industry Association, I delivered double-digit annual revenue growth for an organisation generating $85 million+ in revenue, increased membership to 50,000+, supported 600+ apprentices, and delivered a major national restructure across 23 offices.

As National Sales Director at Sensis, I delivered double-digit annual revenue growth over more than four years, broke long-standing sales records and received multiple sales and sales leadership awards.

As Acting CEO of Image Training Systems, I took on broader executive responsibility during a period of organisational change.

As Director of Sales & Marketing at ColorTile, I led commercial and marketing responsibilities within a national retail environment.

Earlier still, I founded and led several businesses, including ITBIZ, Froggy's and Streetwise, taking each from founder-led operation through to CEO and eventual sale/exit.

I also spent more than seven years as an IT Manager for large government authorities, leading multi-million-dollar technology projects and budgets, large teams and complex multi-site operations.

> See more: Proven track record

How I Lead

I’m generally at my best when there is something important that needs to be fixed, built or changed.

I don’t believe transformation comes from producing another strategy document and hoping the organisation executes it. The strategy has to make commercial sense, people need to understand where the business is going, accountability needs to be clear and the numbers need to support the decisions being made.

I’m also comfortable making decisions that aren’t always easy. That might mean changing the leadership team, restructuring an operating model, addressing an uncomfortable compliance issue, cutting costs, changing the commercial model or investing in technology that the business genuinely needs.

At the same time, I’m not interested in change for the sake of change. The objective is to leave the business stronger, more valuable and better positioned for what comes next.

My CEO Value Creation Pattern

Over the course of my career, a consistent pattern has emerged:

Stabilise → Restructure → Scale → Create Value → Exit-Ready

That can mean different things depending on the business. Sometimes the immediate priority is fixing financial performance. Sometimes it is governance, leadership, technology, compliance or the operating model. Sometimes the opportunity is already there but the business lacks the structure, capability or commercial discipline to capture it.

My job as CEO is to work out what matters most, bring the right people around the problem and then make sure the organisation actually delivers.

Reputation

I’ve built a reputation for being a commercially minded, hands-on CEO who is comfortable taking responsibility in complex and high-stakes environments.

Boards and investors have appointed me to lead businesses where growth has stalled, performance needs to improve, risk has accumulated, organisations need to be professionalised, or a business needs to prepare for its next stage of growth or exit.

I bring an owner's mindset, full P&L accountability and broad cross-functional experience, with a track record of turning strategy into measurable commercial and operational outcomes.

Ultimately, I’m interested in building better businesses - stronger financially, operationally and commercially, with the people, systems and strategy needed to sustain that performance.

Proven Track Record

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