Born in Blidworth, Nottinghamshire, Coleman started his career as a youth playing for Hucknall.
He scored five times in nineteen appearances, enough to catch the attention of Grimsby Town of the Second Division, joining them in March 1928.
Intended as a replacement for Jack Lambert, Coleman made his Arsenal debut in a 2–1 win against Leicester City at Highbury on 5 March 1932 and played a total of six games that season, as Arsenal finished runners-up to Everton.
However, his form dropped in 1933-34 and he only scored once in 12 league appearances, though he played as they won the 1933 FA Charity Shield.
Coleman spent three seasons with Middlesbrough, scoring 21 goals in 85 league appearances, before finishing his career with Norwich City.