To achieving budgeted sales (value and volume), both for physical science (PS) & life science (LS) sales and product mix; and to develop close relationships by supporting customers and distributors to facilitate increased sales. To have deep understanding of PS/LS products and customer needs. To develop both academic and industrial market. To develop intimacy with key opinion leaders (KOL) in the territory. To maximise leads and opportunities development for Oxford Instruments full products.