The journey to here.
Simone Cassell is a sales leader, trainer, advisor, creative founder, author and strategic revenue partner with more than two decades of frontline commercial experience across B2B, B2C and D2C sales environments.
She has generated and influenced more than $50M in revenue across corporate leadership roles, founder-led ventures and client partnerships, working across high-stakes commercial environments spanning FMCG, health and wellness, communications, professional services and entrepreneurial businesses.
Her career has encompassed national sales portfolios, complex sales cycles, strategic accounts and growth initiatives, giving her a rare dual perspective as both a senior commercial operator and business owner. She understands not only how to sell, but how sales decisions impact positioning, profitability, operations and the broader business—allowing her to operate as a strategic revenue partner, aligning sales performance and commercial strategy with sustainable growth.
In 2015, Simone founded and grew a multi-channel organic food brand across retail, wholesale and corporate markets, overseeing product development, sales, marketing and operations before successfully exiting the business in 2022.
She subsequently founded Cassell Group Australia, partnering with SMEs to strengthen sales capability, improve conversion and build more effective revenue systems through B2B sales advisory, coaching and execution.
Today, Simone brings together deep frontline sales expertise, entrepreneurial experience and strategic commercial thinking to help businesses, founders and professionals turn expertise, opportunity and relationships into measurable revenue.
