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.
In 2024, Coleman as Shadow Minister for Communications supported the Labor government plans for a Age verification system in social media.[10]