Instruments Category Sales Manager East of England in London

If you’ve worn a pair of glasses, we’ve already met.

We are a global leader in the design, manufacture, and distribution of ophthalmic lenses, frames, and sunglasses. We offer our industry stakeholders in over

150 countries access to a global platform of high‑quality vision care products (such as the Essilor brand, with Varilux, Crizal, Eyezen, Stellest and Transitions), iconic brands that consumers love (such as Ray‑B, Oakley, Persol, Oliver Peoples, Vogue Eyewear and Costa), as well as a network that offers consumers high‑quality vision care and best‑in‑class shopping experiences (such as Sunglass Hut, Lens Crafters, Salmoiraghi & Viganò and the Grand Vision network), and leading e‑commerce platforms.

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190,000 dedicated employees around the world in driving the transformation of the eyewear and eyecare industry.

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Role Purpose

The Instruments Category Sales Manager is responsible for delivering profitable growth across a defined territory by driving the sales of diagnostic, clinical, and equipment solutions.

• Scope & Role Positioning
• Owns all instrument sales opportunities within a defined territory
• Focuses on pipeline generation, solution selling, and deal conversion
• Works as part of a cross-category commercial team alongside Lenses and Frames partners
• Collaborates with Sell‑Out Specialists to support post‑sale adoption and usage

Key Responsibilities

• Territory Ownership & Commercial Growth
• Own and deliver net sales, margin, and growth targets for instruments across the territory
• Identify and develop new business opportunities within existing and prospective customers
• Build and maintain a strong pipeline of qualified opportunities
• Prioritise accounts based on potential, readiness, and strategic importance
• Maintain consistent territory coverage and engagement
• Pipeline Development & Opportunity Management
• Proactively generate demand through customer engagement, prospecting, and networking
• Qualify opportunities effectively, understanding customer needs, timelines, and decision processes
• Manage multiple opportunities at different stages of the sales cycle
• Maintain clear next steps, timelines, and ownership for all pipeline activity Ensure accurate forecasting and visibility of future business
• Solution Selling & Commercial Conversion
• Conduct structured discovery to understand customer clinical, operational, and financial requirements
• Position instrument solutions as part of a broader business and patient care improvement
• Deliver compelling demonstrations and presentations tailored to customer needs
• Build and present business cases including ROI, efficiency gains, and patient outcomes
• Lead negotiations and close deals in line with commercial targets
• Installation, Training & Customer Success
• Ensure smooth installation and handover of equipment in partnership with internal teams
• Deliver or coordinate training to ensure customers are confident and capable in using solutions
• Support early‑stage adoption to maximise utilisation and customer satisfaction
• Maintain strong relationships post‑sale to drive repeat business and referrals
• Cross‑Category Collaboration & Value Creation
• Work closely with Lenses and Frames partners to identify opportunities where instruments can enhance overall customer value
• Support cross‑category solutions that integrate clinical, retail, and technology elements
• Align activity with broader regional and commercial priorities
• Collaborate with Sell‑Out Specialists to ensure effective in‑practice integration
• Market Insight & Competitive Awareness
• Maintain strong awareness of competitor products, pricing, and positioning
• Stay informed on clinical and technological developments within the market
• Provide structured feedback on market trends, opportunities, and risks
• Support the introduction of new products, technologies, and innovations
• Data, Reporting & Performance Management
• Maintain accurate CRM records including pipeline, forecasts, and customer interactions
• Use data to track performance and identify opportunities for growth
• Report regularly on activity, performance, and market insights
• Ensure strong discipline in pipeline and performance management
• Compliance & Professional Standards
• Operate in line with company policies, industry regulations, and ethical standards
• Ensure accurate and transparent reporting of activities and results
• Maintain professionalism and credibility in all customer interactions
• Key KPIs / Success Metrics
• Net sales and margin performance vs target (instruments)
• Pipeline value, quality, and conversion rate
• Number and value of new equipment sales
• Forecast accuracy
• Customer satisfaction and post‑installation success
• Cross‑category contribution to wider account growth
• Adoption and utilisation of installed equipment
• Profile & Experience
• Proven experience in field sales, ideally within medical devices, optical equipment, or technical B2B environments
• Strong track record of managing and closing high‑value sales opportunities
• Ability to build and present commercial and clinical business cases
• Strong understanding of sales pipeline management and forecasting
• Technically capable, with the ability to understand and explain complex products
• Core Competencies
• Strong commercial and closing capability
• Structured pipeline and opportunity management
• Technical credibility and product understanding
• Consultative, solution‑led selling
• Relationship building and stakeholder management
• Resilience and persistence in longer sales cycles
• Data‑driven decision making
• Summary

This role is critical in driving growth within the instruments category by converting high‑value opportunities into commercial outcomes.

Success will be defined by the ability to build a strong pipeline, deliver compelling solutions, and consistently close deals that enhance both customer performance and patient care.

Our Diversity, Equity and Inclusion commitment

We are committed to creating an inclusive environment for all employees.

We celebrate diversity and provide equal opportunities to all, regardless of race, gender, ethnicity, religion, disability, sexual orientation, or any other characteristic that makes us unique.

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