Sales Manager -Instruments Category - East Anglia & East

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Location:

Birmingham, 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, Lens Crafters, Salmoiraghi & Viganò and the Grand Vision network), and leading e-commerce platforms.

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Your role

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.

Postcodes covered: , CB, IP, PE, MK, SG, LU, NN, LE CV, DE, LN, NG, DN, S, WF, HD

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

Main 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…