Senior Sales Leader & Strategic Revenue Partner

Revenue Partner & Business Growth Specialist | Founder & Principal

Simone Cassell is a senior B2B & B2C Sales Leader, Revenue Architect, and trusted strategic advisor with over 20 years of frontline commercial experience across FMCG, Health & Wellness, Communications, Professional Services, and founder-led enterprises. Across her corporate career and entrepreneurial ventures, she has generated and influenced millions in revenue, consistently converting complex, high-stakes sales environments into sustainable, scalable growth outcomes.

Recognised for her assertive yet deeply human selling style, Simone brings a rare dual perspective as both a corporate sales professional and seasoned business owner. This enables her to operate not just as a sales executor, but as a commercially grounded revenue partner, aligning sales performance, revenue architecture, and strategic growth with long-term business objectives.

She is the founder of multiple ventures, including CGA, a specialist B2B Sales Coaching, Advisory & Business Development firm established in 2022, Simone partnered with Australian SMEs, CEOs, and revenue leaders to design, optimise, and scale revenue systems. Her expertise spans enterprise account management, long sales cycles, complex buying environments, and founder-led selling, positioning her as a trusted advisor in navigating critical revenue inflection points.

A Career Built on Sales Mastery & Commercial Insight

Simone’s career has been shaped by extensive, frontline face-to-face B2B and B2C sales experience, spanning both tangible products and high-value intangible offers.

Over two decades, she has closed complex B2B deals, managed strategic accounts, led business development initiatives, and partnered with leadership teams to unlock stalled revenue pipelines. Her experience spans both large corporate environments and entrepreneurial ventures, giving her a rare, well-rounded commercial perspective.

Throughout her corporate career, Simone held senior commercial roles as Sales Executive and National Account Manager, representing thousands of health, wellness, and consumer brands, and has worked with leading organisations including Unique Health Products, Caruso’s Natural Health, Rockport Footwear (True Alliance Business Solutions), Berlei & Playtex Lingerie (Hanes Australasia), Oroton Group and Singtel Optus, to name a few. Across these roles, she generated millions of dollars in revenue through ownership of large national B2B customer portfolios, driving new business, upsell, expansion, retention, and long-term account growth at a national level.

What distinguishes Simone is not only her commercial performance, but her exceptional ability to build rapport and trust across all levels of an organisation. She is equally effective engaging C-suite executives, founders, commercial directors, and operational teams, quickly adapting her communication style and aligning conversations. This ability allows her to navigate complex buying committees, long sales cycles, and nuanced objections with confidence and authority.

Entrepreneurial Leadership & Business Ownership

In 2015, Simone founded Cassell Coker & Co Organic Whole Foods, a retail, wholesale, and corporate gifting business within the organic food sector. She successfully built the brand from the ground up, overseeing product development, supplier relationships, sales, marketing, and operations, before selling and exiting the business in 2022.

The past decade of business ownership fundamentally shaped Simone’s approach to sales. She understands firsthand the pressures business owners and leaders face — cash flow, margins, growth decisions, and risk. This perspective enables her to sell not just a product or service, but a commercial solution, aligning sales outcomes with operational capability and long-term business health.

In 2022 Simone founded Cassell Group Australia, working with SMEs nationwide, delivering outbound sales pipeline management, sales coaching, and advisory services. CGA partnered closely with clients to design and execute tailored strategies that improve lead conversion, strengthen client engagement, and create sustainable revenue growth.

Simone’s advisory work focuses on elevating sales capability from the inside out, refining messaging, improving sales conversations, strengthening objection handling, and embedding repeatable systems that perform beyond individual personalities. Her approach is practical, direct, and commercially focused, ensuring results are measurable and aligned with business goals.

High-Ticket Sales

Simone is skilled as a High-Ticket Sales Partner & Closer. She partners with founders, consultants, agencies, and professional service firms to support complex, high-value sales conversations where trust, credibility, and precision are critical.

A Trusted Sales & Revenue Partner

At the core of Simone Cassell’s work is a deep respect for the craft of sales. She views sales not as persuasion, but as partnership and value creation. Whether advising leadership teams, coaching sales professionals, or closing high-ticket deals, Simone brings clarity, integrity, and commercial excellence to every engagement.

Simone leverages over two decades of B2B and B2C sales expertise and more than a decade of business ownership to act as a true revenue partner. Her style is consultative, assertive, and commercially astute, balancing deep listening with decisive leadership to move opportunities forward. She is particularly effective in high-stakes environments where prospects require clarity, confidence, and strategic guidance to make informed decisions.

Simone excels at uncovering real buying motivations, addressing unspoken objections, and aligning solutions to commercial priorities. Her strength lies in her ability to hold conversations that feel human, grounded, and outcome-focused, resulting in stronger close rates and higher-quality client relationships.

She is widely regarded as a trusted senior sales partner, one who understands that revenue is not just about closing deals, but about building businesses that last.

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