Product Application Specialist

Role Definition

Regional Product Application Specialist covering Motor‑Grader products in Africa and Middle East territories. The RPAS drives value selling through product and application expertise aligned with regional go‑to‑market initiatives and sales execution as a subject‑matter expert of the assigned portfolio of products and services.

• Providing product application expertise at point of sale or by delivering various types of product training—including applied technology, job efficiency, and safety—to customers, company and dealers, and sales personnel.
• Conduct product performance studies to assess customer job‑site efficiency, collecting product and customer requirements to capitalize on opportunities for incremental sales and create a business case for product improvement and new product introduction.
• Monetize customer value through VST Value Selling Tool templates that combine performance, efficiency and technology benefits from the customer perspective.
• Manage marketing technology tools and systems, working with key stakeholders to develop a marketing technology product roadmap that drives business growth.
• Collaborate with other internal teams to align on timelines and marketing goals while developing the marketing technology product roadmap.
• Oversee Percent of Industry Sales (PINS) trends, industry outlook, demand fluctuations, and basic customer requirements.

• Customer Focus – Knowledge of the values and practices that align customer needs and satisfaction as primary considerations in all business decisions and the ability to leverage that information in creating customized customer solutions.
• Products and Services – Knowledge of major products and services and product and service groups, with the ability to apply this knowledge appropriately to diverse situations.
• Decision Making and Critical Thinking – Knowledge of the decision‑making process and associated tools and techniques, with the ability to accurately analyze situations and reach productive decisions based on informed judgment.
• Effective Communications – Understanding of effective communication concepts, tools and techniques, with the ability to effectively transmit, receive and accurately interpret ideas, information and needs through appropriate communication behaviors.
• Negotiating – Knowledge of successful negotiation concepts and techniques, with the ability to negotiate successfully across the organization and with external vendors and clients in a constructive and collaborative manner.
• Relationship Management – Knowledge of relationship management techniques, with the ability to establish and maintain healthy working relationships with clients, vendors and peers.
• Technical Excellence – Knowledge of a given technology and its application methods, with the ability to develop and provide solutions to significant technical challenges.
• Value Selling – Knowledge of the principles and practices for selling products, technology and services, with the ability to provide overall product service value and differentiate support offerings that address clearly understood customer needs.

• Experience working with Motor‑Graders or closely related construction equipment—e.g., earthmoving machinery and road‑building equipment for CAT, SEM or other brands.
• Background in dealer‑facing roles supporting sales enablement, product application and customer engagement across diverse markets.
• Exposure to Africa and/or Middle East markets with an understanding of varying customer needs, infrastructure maturity, and operating conditions.
• Experience combining technical product knowledge with commercial insight, contributing to value selling and differentiated customer solutions.

This role requires up to 60-70% of business travel time.