Andrew James Seal
Chirnside Park,VIC
Summary
Experienced as a General Manager and Director in the Corporate and SME workplaces, I have expertise in business management, strategy, growth and organizational change.
As an innovative thinker, with a holistic and strategic approach to topics, I create compelling visions and communicate these ideas while developing the teams to realise outcomes.
With a proven track record in securing significant contracts, driving digital transformation, and creating long term partnerships and collaborations across defence, industry, government and academia, I have a strategic and analytical approach to markets.
I believe in the profitable growth of a business to enable a dynamic of constant reinvestment, driving improvement and diversification to meet changing market dynamics.
My expertise in market analysis, strategic planning, business development, and growth and then communicating these visions to the business, partners and customers has enabled me to contribute to numerous organisational successes over my career.
Overview
37
37
years of professional experience
Work History
Sales Director
Thales Australia
02.2022 - 03.2026
- Secured two contracts with a combined value of $2 billion over 15 years for Royal Australian Navy (RAN) sustainment and dock services.
- Contracted rhib support for the RAN and Boarder Force in the Northern Territory.
- 6 Year extension for RAN Key Systems Support with NAVSEA Accreditation across East and West Coast.
- Responsible for managing a portfolio valued at over $400 million.
- Delivered year on year continued Order Intake above target growth, culminating in 170% of 2025 requirements.
- Conducted market analysis and developed capture plans, executing successful bid negotiations to secure competitive advantage.
- Developed and implemented strategic direction and growth plans for business, with product portfolios to achieve profitable order intake.
- Strengthened strategic partnerships with AUKUS and U.S. Navy to enhance business value proposition.
- Pivoted focus towards combat systems, platform product integration, manufacturing, and driving entry into autonomous sectors in new markets.
- Implemented R&D Programs with ARIAM Hub using Ai to capture/retain subject matter expert dockmaster IP and autonomous surveyance solutions.
Business Advisory Consultant
Sole Trader
Melbourne, Australia
01.2020 - 01.2022
- Delivered strategic advice and consultancy support to Commonwealth Defence and industry stakeholders.
- Collaborated with clients on strategic reviews and market entry strategies, enhancing competitive positioning.
- Executed digital transformation projects within defence supply chain operations.
- Facilitated VR/AR market entry strategies for defence applications.
- Provided direct customer support for new technology initiatives and implementations.
- Explored alternative maritime platform energy concepts to promote innovation.
- Developed White Paper for client on ‘Sovereign Industrial Capability – Delivery Digital Transformation to Defence Industry’, a foundation document for the ‘SME Secure Environment’ concept.
Head of Defence & Maritime
Siemens Ltd
Bayswater, Australia
01.2014 - 01.2020
- Directed Siemens' complete business portfolio in defence sector ‘Siemens Defence’, encompassing maritime, healthcare, energy distribution, infrastructure, and software.
- Management of Marine Solutions Division for the commercial and naval sectors in Australia and New Zealand.
- Developed the country plan for the defence sector for strategic growth.
- Supported business line entry into major defence opportunities, targeted leadership messaging.
- Implemented a five-year R&D collaboration on superconducting power solutions with DSTG, QUT, RAN and the U.S. Navy.
- Delivered the ‘Defence Workforce of the Future' Industry 4.0 multi-million dollar software grant to University of South Australia.
- Board member of Victorian Defence Alliance, driving initiatives for maritime and submarine sectors.
- Lead member of the Ai Group Defence Working Panels with the Commonwealth on key policies and initiatives for Defence Industry, including the DISP guide.
- Management of Pacific 2015 and Pacific 2017 exhibitions.
- Lead for the Defence Industry Hannover2018 European Tour, Victorian Government Digital Shipyard Tour 2018, and the South Australian Government Ministerial Skills Mission to Europe.
- Keynote Speaker and Host: NIA Training Conference 2019. CEDA Trustees - Defence Strategy, Capability and Resources - Secretary for Defence.
Executive Marketing Manager
Siemens Ltd
Bayswater, Australia
01.2011 - 01.2014
- Restructure of Siemens Marine Solutions engineering and international delivery model to improve and enhance efficiency.
- Implemented market strategy for the defence ‘Siemens – The Answer for Defence’, across all Siemens business lines to align value proposition and brand visibility.
- Launched ‘Siemens Defence’ with supporting website, world first.
- Positioned defence market as a key growth pillar for Siemens AUNZ to drive strategic focus and resource allocation.
- Delivery of the PSU2 prime contract for the Royal New Zealand Navy ANZAC Class integrated platform control system (IPMS), including fully integrated bridge, IPMS integrated touchscreen battle damage control stations and fully unmanned machinery spaces (world first).
- Implementation of the Marine Solutions Centre of Excellence in the Southern Hemisphere.
- Positioning Defence as one of the 4 growth pillars of Siemens.
- Resolution of HMAS Choules propulsion transformer issues.
- Management of Pacific 2012 and 2013 exhibitions.
Business Development Manager
Siemens Ltd
Bayswater, Australia
01.2008 - 01.2011
- Oversaw management of Marine Solutions business across the naval and commercial markets.
- Strategically lead defence engagements with senior stakeholders in government and industry.
- Secured Siemens' first prime contract with New Zealand Ministry of Defence for ANZAC class PSU2 program. First ASDEFCON contract structure NZDF.
- Introduced Canberra Class LHD electrical podded propulsion, establishing new policy high voltage frameworks for Royal Australian Navy.
- Development of the automation and electrical drive packages for Austal JHSV for U.S. Navy.
- Implemented hybrid and battery propulsion systems for Svitzer Tidewater and Mermaid Marine Eco Tug, promoting sustainability
- Key advertiser for Navy Outlook 2010, front double page in 100 Year Anniversary publication.
- Management of Pacific 2010 exhibition.
International Sales Manager
Dasic Marine Ltd
Eastleigh, UK
01.2007 - 01.2008
- Directed worldwide sales and marketing efforts for Dasic Marine and Dasic Tankclean equipment, contributing to an annual turnover of £2.3M.
- Managed existing agents while identifying and appointing new agents to maximize market potential.
- Identified key future markets and routes for both marine and land-based sectors.
International Sales Manager
Rotork Ltd
Bath, UK
01.2006 - 01.2007
- Introduced new Rotork U.S. factory acquisition of a high performance actuator product line for the European, Middle Eastern, and Asian markets.
- Generated a £2.75m annual turnover.
- Integrated the product range into Rotork's portfolio to broaden market presence.
- Diversified into new markets to increase regional growth.
- Identified and appointed new agents, broadening market reach and enhancing distribution networks.
Director and General Manager
Radamec Controls Ltd
Newbury, UK
01.2005 - 01.2006
- General Management of a design and manufacturing business in the automotive and marine sectors.
- Accountability the profit and loss of a £4.5 million turnover.
- Increased annual turnover by 15%.
- Increased production efficiency by 25% with process optimization.
- Reduced material costs by 30%.
- Implemented new IT infrastructure and lean manufacturing practices to enhance efficiency and reduce waste.
- Introduced additive manufacturing for niche market parts.
- Closed in-house machine shop, moving to outsourced model.
- Developed first digital control system for the RNLI lifeboats.
- Implemented a range of compact waterproof control heads and wireless smoke emissions meters.
- Management of supplier quality issues with early LED components used in smoke emission solutions.
Sales and Marketing Director
Radamec Controls Ltd
Newbury, UK
01.2004 - 01.2005
- Complete rebranding with new marketing collateral and website to elevate market presence.
- Management of sales and marketing functions in the marine and automotive industries.
- Developed new markets and products, targeting superyachts and wireless smoke meter markets.
- Established pan-European distribution network, increasing product availability across key markets.
- Implemented new pricing policies and internal sales procedures to improve profit and efficiency.
- Support of the design and manufacturing of smoke emission meters for automotive industry using innovative LED technologies and packaging.
- Participated in major international exhibitions, including SMM Monaco Yacht Show and METS.
- Collaborated with trade associations and government entities to secure funding and boost market visibility.
Business Development Manager
Lenze Ltd (formerly Simplatroll Ltd)
Bedford, UK
01.1999 - 01.2004
- Establishment of the Complete Solutions department generating £4.3m turnover.
- Delivered bespoke products and comprehensive linear system solutions to market.
- Consolidated CAD department into the Complete Solutions department, improving departmental synergy.
- Implemented Lenze Business Management System (B.M.S.) to streamline operations and enhance workflow.
- Contract and development of the ‘Millennium Wheel’ self-leveling boarding platform, ticket barrier and power take-off solutions.
- Contract and development of the Turing Opera House multi-level stage system.
Product Leader
Simplatroll Ltd
Bedford, UK
01.1995 - 01.1999
- Launched screw jack range to enable complete lifting solutions.
- Developed Vickers Tanks power take-off gearbox.
- Created new Sales structure to drive complete solutions across multiple product managers.
- Development of the exhibition interaction demonstration, ‘Servo Actuator Maze Game’
- Launched the Ferrari Museum tour competition for regional Sales force.
- Contracted the Hong Kong Airport postal automated baggage handling system.
Product Sales Engineer
Simplatroll Ltd
Bedford, UK
01.1991 - 01.1995
- Introduced linear actuator product lines into company portfolio.
- Developed supplier marketing collateral to support sales growth.
- Developed GE medical scanning head gearbox for U.S. market with Panasonic.
- Engineered and implemented servo-driven high-speed actuators.
- Designed actuators for national electricity grid to provide remote operation.
- Created screen printing actuator solutions for the circuit board production market to improve machine accuracy and ease of implementation.
- Developed remote arming system for Thales’s light armored vehicle, enhancing tactical functionality.
- Identified niche market opportunities from existing European manufacturing partners.
- Generated revenue from zero to approximately $2 million, contributing 30% of factory turnover.
Technical Sales Engineer
Powerdrive PSR Ltd
Leamington SPA, UK
01.1989 - 01.1991
- Cultivated and sustained key customer relationships for bespoke gearboxes with Kelvin Hughes, driving customer satisfaction and loyalty.
- Delivered sales and technical support for geared motors, achieving sales targets and empowering external sales force through enhanced knowledge and opportunities.
- Managed factory relationship in Italy, ensuring effective stock management and overseeing workshop assembly.
Education
Executive MBA - Business Administration
DeMontfort University
Leicester, UK01-2004
Diploma in Management Studies - Business Management
DeMontfort University
Leicester, UK01-2002
Certificate in Management Studies - Business Management
DeMontfort University
Leicester, UK01-2001
HND Mechanical Engineering - Mechanical Engineering
Coventry University
Coventry, UK01-1989
‘A’ Levels - Mathematics, Technology
Harlington Upper
Bedfordshire, UK01-1986
Harlington Upper
Bedfordshire, UK01-1984
Skills
- Business Development
- Strategic Planning
- Market Analysis
- Holistic and Creative Thinker
- Key Communicator and Speaker
- Thought Leadership
- Customer Relationship Management
- Product Management
- Digital Transformation
- Organisational Change
- Executive Leadership
- General Management
- Exhibition Management
- Defence and Government Networking
Additional Activity
- Classic Car Restoration
- Audiophile/Vintage Hifi Restoration
- Radio Control
- Aerial Photography
- Origami
Accomplishments
- Australian Defence Industry Awards 2025
Naval Program of the Year - Defence Connect
- Large Business of the Year 2025
NT Defence Industry Excellence Awards - Northern Territory Government
- ARIAM Hub Ai Research Program
Towards a Digital Dock - Australian Research Center
- AiGroup panel member for Commercial/Contracting/Ethics, and Security Working Groups
- Navy, Industry and Academia Training Conference 2019
‘Digitalization: Preparing defence for the future of work’ - Naval Shipbuilding College
- Aurora Award - Siemens
Sales Breakthrough 2018: Defence & Fire Safety Collaboration
- Defence Industry Study Course 2016
Defence Materiel Organisation (DMO)
- Cornerstone Award 2014 - Siemens
Brand Positioning in Defence
- Marketing Excellence Award 2012
Business to Business Communications
‘Positioning Siemens in Defence’ - Australian Marketing Institute (AMI)
- DNA Growth Award 2009 - Siemens
Prime Contractor for PSU2 for the Royal New Zealand Navy
Timeline
Sales Director
Thales Australia
02.2022 - 03.2026
Business Advisory Consultant
Sole Trader
01.2020 - 01.2022
Head of Defence & Maritime
Siemens Ltd
01.2014 - 01.2020
Executive Marketing Manager
Siemens Ltd
01.2011 - 01.2014
Business Development Manager
Siemens Ltd
01.2008 - 01.2011
International Sales Manager
Dasic Marine Ltd
01.2007 - 01.2008
International Sales Manager
Rotork Ltd
01.2006 - 01.2007
Director and General Manager
Radamec Controls Ltd
01.2005 - 01.2006
Sales and Marketing Director
Radamec Controls Ltd
01.2004 - 01.2005
Business Development Manager
Lenze Ltd (formerly Simplatroll Ltd)
01.1999 - 01.2004
Product Leader
Simplatroll Ltd
01.1995 - 01.1999
Product Sales Engineer
Simplatroll Ltd
01.1991 - 01.1995
Technical Sales Engineer
Powerdrive PSR Ltd
01.1989 - 01.1991
Executive MBA - Business Administration
DeMontfort University
Diploma in Management Studies - Business Management
DeMontfort University
Certificate in Management Studies - Business Management
DeMontfort University
HND Mechanical Engineering - Mechanical Engineering
Coventry University
‘A’ Levels - Mathematics, Technology
Harlington Upper
Harlington Upper