Before entering politics, Coleman worked for global management consulting firm McKinsey & Co, LookSmart, dStore, and since 2005, in a variety of roles for PBL Media[2] and the Nine Network[4] where he was the director of strategy and digital. Coleman entered Liberal preselection contests for Cook in 2007 and Bradfield in 2010; but he was unsuccessful in receiving Liberal endorsement.[3] Before his election to Parliament, Coleman held directorships with ninemsn Pty Limited (2008–13), Australian News Channel Pty Limited (2008–13), and Yellow Brick Road Holdings Limited (2011–13).[2]
At the 2013 federal election Coleman defeated the incumbent Labor member for Banks, Daryl Melham, who had held the seat for 23 years.[3] Coleman recorded a two-party preferred swing of 3.28 points in his favour;[5] and became the first non-Labor member to hold the seat since the Division of Banks was created in 1949.[6]
In December 2019, it was announced that Coleman would be taking indefinite leave for personal reasons, with Alan Tudge taking over his portfolio as acting minister.[9] He formally remained as a minister until a December 2020 reshuffle, in which he was instead appointed Assistant Minister to the Prime Minister for Mental Health and Suicide Prevention.[2] He served in this portfolio until May 2022, following the appointment of the Albanese ministry.
Opposition
Coleman was re-elected as Member for Banks in 2022. He was appointed as Shadow Minister for Communications in the shadow ministry of Peter Dutton on 12 February 2023.