Marketing Strategy & Management

Sean Wilson has a strong background in marketing strategy, brand development, customer acquisition and commercial growth, developed through more than 20 years of executive, commercial and operational leadership.

He has led marketing and commercial functions across technology, SaaS, advertising, retail, professional services, healthcare and membership organisations. His experience spans market positioning, customer insight, value propositions, product and service development, digital platforms, partnerships, customer engagement, retention and national marketing operations.

Sean's experience extends beyond developing marketing strategies and campaigns. As a CEO, COO, Commercial Director and National General Manager Sales & Marketing, he has been accountable for connecting marketing investment with customer acquisition, sales performance, revenue, profitability and enterprise value.

He understands how to identify customer needs, determine which markets an organisation can best serve, develop relevant products and services, and build the marketing and sales capability required to deliver sustainable growth. His approach combines commercial strategy with hands-on execution and close alignment between marketing, sales, product development and operations.

Proven Impact & Results

Housing Industry Association: National marketing and commercial transformation

As National General Manager Sales & Marketing at HIA, Sean led a national commercial operation across 23 offices and more than 300 employees, supporting more than 50,000 members.

His responsibilities included membership acquisition and retention, regional membership managers, field sales, retail teams, the national member service centre, Home Ideas Centres, marketing, publications, events, training and commercial partnerships.

He led a national restructure and commercial transformation that reversed declining membership and revenue, returned underperforming operations to profitability and delivered double-digit revenue growth. Revenue grew to more than $85 million, membership exceeded 50,000, and the organisation added more than 10,000 new members.

Other achievements included expanding training to more than 500 courses and 8,000 participants, supporting more than 600 apprentices and establishing a national business partner program that grew to more than 10,000 members.

This experience demonstrates Sean's ability to connect marketing, membership, customer service and commercial operations across a complex national organisation.

Sensis: National advertising, digital and brand-led sales

As National Sales Director at Sensis, part of Telstra, Sean led commercial operations across a portfolio that included White Pages, Yellow Pages, Whereis, Trading Post, Sensis 1234 and Telstra Directory Assistance.

The core business grew from approximately $909 million to more than $1.8 billion during the broader period. Sean delivered strong year-on-year sales growth in his leadership context, built major customer accounts exceeding $1 million and led relationships with private organisations such as Sony, Visa, Mastercard, Hyundai, Mirvac, Sonic Healthcare and Ford.

He also established a national government sales and service capability supporting more than 5,000 accounts such as Centrelink, Defence, The Australian Taxation Office and Commonwealth Parliamentarians. During this time he supported the Department of Prime Minister & Cabinet with the development and rollout of consistent Australian Government branding requirements.

His responsibilities connected advertising products, customer needs, market opportunities, sales execution and reliable digital service delivery.

Sean represented Sensis at the National Press Club for two years and received multiple sales, leadership and CEO recognition awards.

BetterHR: Marketing and commercial growth for SaaS and advisory services

As COO and later CEO and Managing Director of BetterHR, Sean led a national HR technology and employment law services business, while also serving as Chief Technology & Product Officer for more than a decade.

His responsibilities included the commercial positioning and growth of SaaS subscriptions, mobile applications, HR advisory services and digital resources. He oversaw customer acquisition, sales, marketing, partnerships, customer retention and the development of new service offerings.

BetterHR grew to more than 60,000 users and over 300 partners, including Telstra and ADP. During his tenure, revenue and gross profit doubled, while share value increased by more than 150%.

Sharing Minds: Taking a new SaaS division to market

As Commercial Director at Sharing Minds, part of Asta, Sean led the commercialisation of a new SaaS division and developed the sales and marketing capability required to launch and grow the business.

He helped establish the market proposition, develop the sales pipeline, acquire customers, build partnerships and translate the product offering into paid subscriptions and professional services.

Within six months, sales grew from zero to more than $1 million in banked sales, exceeding $2 million for the financial year across all channels. The business also secured more than 1,000 licensed users, over 1,600 prepaid professional service hours and 58% annual recurring revenue confirmed for the following year.

ColorTile: Retail and trade marketing

As Director of Sales & Marketing at ColorTile, Sean led commercial activity across retail showrooms, trade customers, project builders and the major projects division.

Working closely with the Managing Director, he helped strengthen the company's market presence, customer relationships and sales performance, servicing thousands of retail customers while supporting major property developers and high-profile building projects. The business achieved double-digit revenue and profit growth.

Zonda and associated businesses: Marketing across diverse service markets

As Group CEO for the wider portfolio, Sean led national sales and marketing teams across healthcare staffing, disability and support services, retail dealerships and managed services.

His responsibilities included customer acquisition, sales and marketing coordination, service positioning and commercial performance across businesses with different customer groups and operating models. He helped address declining customer numbers and financial losses while working to restore growth and profitability.

Bettersource and other commercial ventures

Sean's work across workforce solutions, advisory services and new business ventures has also involved defining market propositions, developing pricing and packaging, building websites and marketing materials, establishing sales channels and developing qualified leads.

This practical experience allows him to connect marketing strategy with the operational and commercial requirements of taking a product or service to market.