Instruments Category Sales Manager East of England
Location: London, GB
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‑Ban, 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, LensCrafters, Salmoiraghi & Viganò and the GrandVision network), and leading e‑commerce platforms.
Join our global community of over 190,000 dedicated employees around the world in driving the transformation of the eyewear and eyecare industry.
Your #FutureInSight with EssilorLuxottica
Are you willing to pioneer new frontiers, foster inclusivity and collaboration, embrace agility, ignite passion, and make a positive impact on the world? Join us in redefining the boundaries of what’s possible.
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.
Reporting into the Head of Regional Sales, this role owns the full commercial lifecycle of instrument opportunities — from identifying and developing pipeline, through to demonstration, negotiation, and successful installation.
Operating in a high‑value, solution‑led environment, the role requires strong commercial acumen, technical credibility, and disciplined pipeline management to convert opportunities into revenue and long‑term customer partnerships.
Owns all instrument sales opportunities within a defined territory
Focuses on pipeline generation, solution selling, and deal conversion
Works as part of cross‑category commercial team alongside Lenses and Frames partners
Collaborates with Sell‑Out Specialists to support post‑sale adoption and usage
Key Responsibilities
1. 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
2. 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
3. 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
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
5. 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
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
7. 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
8. 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
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.
