Anita Sheridan-Roddick named National Sales Director at Baidam
Baidam has appointed Anita Sheridan-Roddick as National Sales Director as the company continues to develop its leadership team.
The appointment of Sheridan-Roddick follows shortly after Jo Masters joined Baidam as Chief Executive Officer. The move signals a period of strategic growth for the organisation, which provides Indigenous cybersecurity services across Australia.
One of Masters' first actions as CEO was to secure Sheridan-Roddick for the new sales leadership role. Masters said, "I am extremely excited to have Anita join our team to lead our sales team to achieve growth and support our social impacts. Anita has a track record of building high-performing sales teams and strong relationships."
Explaining her decision to approach Sheridan-Roddick before conducting a formal recruitment process, Masters commented, "We had a mutual enthusiasm for the prospect of working together. Anita is someone I've known for many years through the technology industry, and I've a great deal of professional and personal respect for her capabilities and approach. Being able to attract a sales professional of her calibre is a direct reflection of the impact Baidam is having in the market."
Sheridan-Roddick has more than eight years' experience at Seccom Global, where she most recently served as Group Sales Manager APAC. While at Seccom Global, she contributed to the company's direct market growth initiatives, which included forming a channel market via service providers and telecommunications companies, and building a team that supported the company's sales strategy.
Commitment to technical equity
Discussing her new position at Baidam, Sheridan-Roddick noted that she was drawn to the company's purpose-driven approach. She said, "The idea of working for a business that prioritises technical equity to provide opportunities to First Nations Peoples resonated with me, along with the glowing feedback from the channel and vendors. It showed me a company that not only lives up to its social commitment to giving back but is also incredibly professional, with a high level of technical expertise and competency. Jo's appointment as their new CEO and our shared respect for one another sealed the deal."
"It's important that my team understand and believe in Baidam's commitment to technical equity and giving back to the community. That's the difference that makes us who we are."
Sheridan-Roddick is recruiting new team members to join Baidam's sales operation. She emphasises the need for staff who share the organisation's values and commitment to community impact. She will be based at the Sydney office, located on Gadigal Country.
Background
Baidam was established in 2018 by Jack Reis and Phillip (Pip) Jenkinson. The company's customer base includes national ASX 200-listed firms as well as government bodies at multiple levels.
Since its founding, Baidam has received industry recognition for its cybersecurity services and for its dedication to social inclusion and operational standards. Baidam has featured on the Deloitte Technology Fast50 and in the Australian Financial Review's Fast 100, reflecting growth and business performance. The company has also partnered with Indigenous and non-profit organisations such as Wesley Mission Queensland and Gurriny Yealamucka Health Services in Far North Queensland.
Baidam's services cover licensing, recruitment, digital infrastructure, and cloud consulting, along with advisory and professional services, managed security delivery, and market-facing technologies. The firm operates with a co-designed Security Operations Centre.
As part of its mission, Baidam works to improve Indigenous representation within the technology industry. The company is certified by Social Traders and is a member of Supply Nation, supporting efforts to leverage procurement in support of social good.
Recent awards for Baidam include the 2025 Indigenous Cyber Security Business of the Year and 2025 Indigenous Cyber Security Leader of the Year, which was awarded to Jack Reis.
