Country Manager - Citel

About the role

Rubicon Industrial Automation is looking for a Country Manager to own the Citel surge protection portfolio across South Africa and the wider SADC region. This is a business development mandate: build brand presence, open new market segments and gain market share from established surge protection brands.

It is not an order-taking or account-maintenance role. Surge protection is sold on specification and technical credibility, with a long design-to-installation cycle. You will create demand at design stage, build a channel capable of carrying volume, and convert both into sustained revenue growth.

The position is a joint appointment between Rubicon Industrial Automation and Citel SAS. You are employed by Rubicon Group on a South African contract of employment and represent Citel across the territory. You will report to the Managing Director: Industrial Automation at Rubicon, with a functional reporting line to the Area Manager Southern Africa and SADC at Citel SAS in France.

About Citel

Citel is a French manufacturer established in 1937 that specialises exclusively in surge protective devices (SPDs). It is unusual in the market in that it manufactures both component-level protection, including gas discharge tubes for printed circuit board applications, and the complete devices built around them. The range spans AC power, DC power, photovoltaic, data and telecommunications, and RF coaxial networks, and is certified to IEC 61643-11, IEC 61643-31 and UL 1449 fifth editi on.

Why this market

Southern Africa has one of the highest lightning ground flash densities in the world, yet surge protection remains widely under-specified in local installations. That gap is the opportunity. Demand is driven by rooftop and utility-scale solar photovoltaic, battery energy storage, data centres, telecommunications infrastructure, water and wastewater treatment, mining and minerals processing, rail and transport infrastructure, utilities and municipal LED street lighting.

What you will do

• Develop and execute an annual territory plan for the Citel range across South Africa and SADC, with quarterly targets by market segment and channel.

• Grow revenue, gross margin and market share year on year, and maintain an accurate, well-forecast pipeline in the Rubicon CRM.

• Get Citel specified at design stage by consulting engineers, EPC contractors, system integrators and end-user engineering departments.

• Conduct site risk assessments and surge protection audits, and translate findings into coordinated protection solutions across AC power, DC power, photovoltaic and data circuits.

• Prepare technical proposals, tender responses and compliance schedules referencing the applicable SANS and IEC requirements.

• Deliver technical training and product presentations to engineers, contractors, panel builders and the Rubicon sales teams.

• Build and manage the route to market across panel builders, electrical contractors, system integrators, machine-building OEMs, solar installers and resellers.

• Enable the Rubicon branch sales network nationally so that Citel is actively sold by the business rather than by one person.

• Own the local portfolio: range selection, recommended stock profile, lead times, obsolescence planning, and pricing and margin structures within agreed frameworks.

• Plan and run the local marketing programme, including trade exhibitions, technical seminars, webinars, trade press articles and digital campaigns.

• Report monthly to both Rubicon and Citel on pipeline, revenue, market share and competitor activity.

What we are looking for

• A National Diploma or Degree in Electrical Engineering, or a qualified Installation Electrician with substantial commercial and technical sales experience.

• At least five years of technical sales or business development experience in the electrical, industrial automation, power quality or energy sectors.

• A demonstrated track record of growing a product portfolio, opening new market segments or launching a brand into a territory.

• Sound working knowledge of low voltage electrical installations and distribution systems.

• Proven ability to sell on specification into consulting engineers, EPCs, system integrators or end-user engineering teams.

• A valid Code B driver licence and own reliable transport.

• A valid passport and the willingness to travel regionally and internationally.

• Computer literacy, including MS Office and CRM systems.

Advantageous

• Direct experience with surge protection, lightning protection or earthing products.

• Working knowledge of SANS 10142-1, SANS 61643-11, SANS 62305, SANS 10313 and the IEC 61643 series.

• Project experience in solar photovoltaic, battery energy storage or data centre environments.

• Established relationships with consulting engineers, EPC contractors or system integrators in Southern Africa.

• Previous experience representing an international principal, or working within a distributor and principal relationship.

• Commercial exposure to SADC markets.

The details

• Location: Rubicon Stoneridge Business Park offices, Gauteng.

• Territory: Republic of South Africa, with responsibility for the wider SADC region.

• Travel: regular national travel, periodic travel within SADC and occasional travel to Citel in France.

• Remuneration: market related and negotiable according to experience — cost to company package plus a Rubicon-funded performance incentive.