Cassell Group Australia
Helping companies create Strategic Growth through nurturing B2B Relationships
B2B Sales & Business Development Specialists | B2B Sales Coaching & Advisory
Cassell Group Australia (CGA) specialises in B2B Sales Coaching, Advisory and Business Development, delivering targeted strategies to drive business growth and optimise sales performance. Since 2022, our mission has been to empower businesses with the tools, insights, and systems needed to maximise customer engagement and secure long-term success.
With over 20 years of B2B sales expertise, CGA provides clients with proven methodologies and dedicated advisory support, fully aligned with their specific business goals.
Our services encompass Sales Coaching, Business Development, and Sales Advisory— focused on strengthening key relationships and promoting sustainable growth. We approach each client uniquely, creating tailored strategies to boost productivity, elevate customer experience, and enhance sales outcomes.
Committed to your business’s success, CGA offers high-impact solutions across diverse sectors, with a specialisation in Food & Beverage, Health & Wellness, and FMCG, serving clients Australia-wide.
Our Services
B2B STRATEGIC BUSINESS DEVELOPMENT
B2B OUTBOUND SALES
B2B KEY ACCOUNT MANAGEMENT
B2B SALES ADVISORY & COACHING
Meet the team
Simone Cassell is a successful B2B Sales Professional, Creative Entrepreneur and Founder/Director with a passion for transforming businesses through strategic business development, sales coaching, and advisory.
With over 20 years of hands-on experience in B2B sales and business development across multiple industries, Simone brings valuable insight and expertise that help companies grow and thrive. In 2015, she founded Cassell Coker & Co Organic Whole Foods, a retail and wholesale organic food and corporate gifting business, which she successfully built, sold, and exited in 2023.
Simone’s career spans both SMEs and large corporations, where she has played an integral role in driving company growth and revenue. She is highly driven and ambitious, with a finely tuned skill set and deep passion for sales, product development, entrepreneurship, and consumer brands.
Her entrepreneurial background—combined with experience in large corporations and small to mid-sized enterprises—gives her a well-rounded perspective on the challenges and opportunities businesses face. With a strong foundation in brand building, Simone understands what it takes for a business to succeed and the importance of staying customer-focused. As a seasoned sales professional, she knows that sales are at the heart of every successful business.
Throughout her career, Simone has collaborated with over 3,000 health and wellness brands and represented leading names such as Unique Health Products, Caruso’s Natural Health, Rockport Footwear (True Alliance), Berlei & Playtex Lingerie (Hanes Australasia), Oroton Group, and Singtel Optus. Today, she continues to apply her sales expertise and coaching skills to drive meaningful results for her clients.
Simone Cassell
Founder & Managing Director
From our clients
We have earned the trust and satisfaction from clients Australia wide, by providing reliable, high-quality service, backed by exceptional results & strategic business growth.