Ok, I managed to hack my way around this.
I created a batch file that runs PSExec and used the -i to start the command in Session 1:
PSExec -h -i 1 C:\VMWare\vmware.exe
This ensures I can see it. The only odd thing is that VMWare starts as SYSTEM but with a session id of 1. I may try the -u -p commands to run as Administrator.