How to apply for Field Sales Manager:in - Düsseldorf (#Außendienst #LEH)

About vly

vly is a Berlin-based FoodTech startup that makes plant-based milk alternatives from pea protein and the first yogurt from fava bean protein. Its products have less sugar and more protein than typical alternatives, have won awards, and are sold across Germany. The company's stated goal is to change the food system and reduce environmental impact.

About the role

As field sales manager for the Düsseldorf region, you manage key retail accounts on site, mainly Rewe and Edeka. You acquire new supermarkets, advise and support them, ensure full distribution, and implement promotions in stores. You also represent vly at trade fairs and events, sometimes outside Berlin, and build relationships that grow the brand.

A typical day

A typical day involves visiting Rewe and Edeka stores in the Düsseldorf region to check shelf placement, talk to store managers, and set up promotions. You might also prospect new supermarkets, handle follow-ups, and prepare for upcoming fairs or events. Some days are spent traveling to meetings or events outside your region.

Who vly is looking for

• Has field sales experience in German food retail (LEH), ideally with Rewe or Edeka accounts.
• Can work independently in the Düsseldorf region and is willing to travel for store visits, fairs, and events, occasionally outside Berlin.
• Understands retail distribution, shelf placement, and promotion execution, and can negotiate with store managers.
• Is comfortable being the face of the brand and building long-term relationships with retail partners.

Tips for this application

• Name your specific experience with Rewe and Edeka accounts and describe the regions you covered.
• Quantify your sales results: number of stores acquired, distribution rates achieved, or promotions executed.
• Confirm you are based in or can cover the Düsseldorf region, since the role is region-specific despite being listed as remote.
• Mention any experience with plant-based or health food products, since vly operates in that category.
• Note your willingness to travel for fairs and events, including occasional trips outside Berlin.

What to cover in your cover letter

Your direct experience managing Rewe and Edeka accounts in the Düsseldorf area. Concrete examples of acquiring new supermarkets and raising distribution rates. How you have executed promotions in stores and what results you achieved. Why you want to sell plant-based products and what you know about vly's pea protein and fava bean products.

Research before applying

• vly's product range, including the pea protein milk alternatives and fava bean yogurt, and their nutritional claims.
• vly's current retail presence in Germany and which stores in the Düsseldorf region already stock the products.
• The company's funding, growth stage, and recent news to understand where sales fits in its priorities.
• Competitors in the plant-based milk and yogurt category in German retail and how vly differentiates.

Likely interview topics

Based on the job description, expect questions about:

• How you would approach acquiring new Rewe and Edeka stores in the Düsseldorf region.
• A specific example of how you achieved 100% distribution for a product in your territory.
• How you plan and execute in-store promotions and measure their success.
• Your knowledge of vly's products and how you would position them against other plant-based milk alternatives.
• How you handle objections from store managers who are reluctant to list a new product.

Common mistakes to avoid

• Applying without any food retail (LEH) experience, since the role requires direct work with Rewe and Edeka.
• Ignoring the regional focus and not showing you can cover Düsseldorf or that you live nearby.
• Writing a generic cover letter that does not mention vly's specific products or the field sales responsibilities.