Sales Engineer – Distribution Automation (DA)

We are seeking a dynamic and technically proficient Sales Engineer – Distribution Automation (DA) to lead strategic sales initiatives across our DA products and solutions portfolio. This individual contributor role is responsible for planning and executing the sales strategy to achieve both qualitative and quantitative targets, driving profitable growth and ensuring customer satisfaction.

The successful candidate will collaborate across teams and functions, influence stakeholders, and contribute to a comprehensive offering aligned with strategic objectives. The role requires strong leadership in driving sales excellence and market engagement, without direct responsibility for resource management.

How you'll make an impact:

• Drive sales of distribution automation products and solutions (e.g., IEDs, RTUs, wireless communication), focusing on volume, mix, and profitability targets for assigned business areas.

• Establish and maintain strong relationships with stakeholders across utilities, EPCs, system integrators, OEMs, panel builders, distributors, and industrial clients. Promote understanding of the full DA offering and ensure a positive customer experience throughout the sales cycle.

• Define and maintain a robust channel strategy that supports business growth across diverse market segments. Identify, onboard, and nurture channel partners—including distributors, panel builders, and system integrators—ensuring alignment with strategic goals. Foster long-term strategic partnerships through ongoing support, co-marketing initiatives, and joint business planning.

• Continuously monitor market dynamics, including emerging technologies, competitor activities, regulatory developments, and customer feedback. Analyse trends to identify growth opportunities and threats, and translate insights into actionable recommendations for product development, pricing strategies, and go-to-market positioning. Provide feedback loops to internal teams to refine offerings and maintain competitive differentiation.

• Represent the company and its Distribution Automation portfolio at key industry events, trade shows, conferences, and forums. Leverage these platforms to build relationships, gather market intelligence, and showcase innovation in grid automation.

• Consistently meet or exceed defined sales targets and key performance indicators (KPIs), including order growth, margin contribution, pipeline development, and conversion rates. Demonstrate disciplined execution of sales plans, proactive opportunity management, and effective use of CRM tools. Maintain a high level of accountability and continuously seek ways to improve performance through feedback, learning, and collaboration.

• Provide expert technical consultation and deliver product demonstrations that clearly address customer needs and expectations.

Qualifications

• Bachelor’s degree in Electrical Engineering or a related field (Master’s degree preferred).

• Proven experience in sales management or technical sales, ideally within distribution automation.

• Strong understanding of utility distribution networks, automation technologies, and grid modernisation trends.

• Excellent communication, negotiation, and presentation skills.

• Willingness to travel up to 50% as required.

Preferred Skills

• Technical expertise in power systems and DA technologies.

• Familiarity with communication protocols such as IEC 61850, DNP3, and Modbus.

• Proven ability to develop and execute market-specific sales strategies.

• Strong customer-centric approach with the ability to identify pain points and tailor solutions.

• Experience working with EPCs, OEMs, panel builders, distributors, and system integrators.

• Solid understanding of pricing models, profitability, and commercial strategy.

• Knowledge of regulatory and compliance standards in the energy sector.

• Proficiency in CRM platforms (e.g., Salesforce).