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Company overview

CR Automation provides robotics, industrial automation, machine safety, electrical engineering, mechanical engineering, and post-harvest solutions to clients throughout New Zealand. The business supports industrial organisations in lifting safety, productivity, and overall operating performance through hands-on, practical engineering work.

Role summary

CR Automation is seeking a commercially aware Technical Sales Engineer to expand its Machine Safety and Industrial Automation offering. This opportunity suits someone with an engineering background who enjoys customer-facing work and identifying new business opportunities, or an experienced industrial salesperson with strong technical capability.

You will work with manufacturers, processors, and other industrial customers to uncover machine safety, automation, and process-improvement needs. The role involves building trusted relationships, learning about customer challenges, shaping solution ideas, and collaborating with the engineering team to turn opportunities into delivered projects.

You do not need to be a fully certified machine safety specialist. A basic understanding of machine safety principles is useful, but CR Automation's engineering experts will handle detailed assessments, design, validation, and implementation support.

Key duties

Develop and maintain relationships with industrial customers across New Zealand
Spot opportunities in machine safety and automation
Carry out site visits and discovery discussions
Learn the client's processes, pain points, and operational risks
Partner with engineering staff to create workable solutions
Prepare proposals, quotes, and business cases
Progress opportunities through the sales funnel
Expand existing accounts while creating new business leads
Act as a credible technical representative for CR Automation

Candidate background

Suitable applicants may come from automation, controls, electrical, mechanical, mechatronics, or industrial engineering; industrial equipment or machinery sales; electrical wholesale or automation distribution; technical account management; industrial maintenance or production engineering; or environments involving machine safety, robotics, or manufacturing.

Success in this role depends most on your ability to build relationships, understand technical and operational issues, ask insightful questions, communicate clearly with both engineers and operational teams, and convert opportunities into commercial outcomes.

Preferred experience

Exposure to industrial automation or manufacturing settings
Working knowledge of machine safety ideas and standards
Experience with PLCs, controls, robotics, or electrical systems
Ability to sell technical solutions
Background in capital equipment or engineering project sales
Experience using CRM systems and managing a sales pipeline

Offer and benefits

Competitive salary package with a company vehicle
Opportunity to build and grow a specialist business area with no capped upside
Pathway into a senior technical sales or business development position
Backing from a strong engineering team
Access to robotics, automation, machine safety, and advanced manufacturing technologies
Flexible working style focused on customer needs

Additional information

This role is based in Hastings, Hawke's Bay, New Zealand and is a full-time onsite position. Applicants should be technically minded, enjoy customer interaction, and want to contribute to New Zealand's expanding automation sector.

Technical Sales Engineer – Machine Safety & Automation

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