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

About vly

vly is a Berlin-based FoodTech startup making 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 aims to change the food system and reduce environmental impact.

About the role

As a field sales manager for the Hamburg region, you manage key retail accounts on site, mainly Rewe and Edeka. You acquire new supermarkets, ensure 100% distribution, and implement promotions on shelves. You also represent vly at trade fairs and events, sometimes outside Hamburg, to build relationships.

A typical day

A typical day might involve visiting several Rewe and Edeka stores in Hamburg to check product placement, talk to store managers, and set up promotions. You might also spend time prospecting new supermarkets or preparing for an upcoming trade fair. Some days you report on distribution and promotion results or coordinate with the Berlin team.

Who vly is looking for

• Has field sales experience in food retail, ideally with Rewe or Edeka accounts.
• Can work independently, manage a territory, and acquire new supermarkets.
• Understands shelf distribution and promotion execution in supermarkets.
• Is willing to travel within the Hamburg region and occasionally to trade fairs or events outside the region.
• Speaks German fluently and can represent vly in person to retail partners.

Tips for this application

• In your CV, list specific Rewe or Edeka accounts you have managed and the results you achieved, such as distribution gains or promotion execution.
• Mention any experience with plant-based or health-focused food products, since vly operates in that category.
• State clearly that you are based in or willing to relocate to Hamburg, because the role covers that region.
• Include concrete numbers where possible, such as number of stores managed, distribution percentage achieved, or sales growth.
• Address your willingness to travel occasionally outside Hamburg for trade fairs and events, as the job description mentions this.

What to cover in your cover letter

Emphasize your direct experience with Rewe and Edeka. Explain how you have achieved 100% distribution or executed promotions in supermarkets. Show that you understand vly's products and the plant-based category. State your connection to the Hamburg region and your ability to work independently in the field.

Research before applying

• Check which Rewe and Edeka stores in Hamburg already carry vly products and which do not.
• Read about vly's product range, including the pea protein milk alternatives and the fava bean yogurt, and their nutritional claims.
• Look up vly's awards and recent news to understand their market position.
• Find out who vly's competitors are in the plant-based milk and yogurt category in Germany.

Likely interview topics

Based on the job description, expect questions about:

• How would you approach acquiring new supermarkets in the Hamburg region for vly?
• Describe a time you improved distribution or executed a promotion in Rewe or Edeka stores.
• What do you know about vly's products, such as the pea protein milk alternatives and fava bean yogurt?
• How do you manage your time and territory when covering a large region like Hamburg?
• Give an example of how you built relationships with retail buyers or store managers.

Common mistakes to avoid

• Applying without mentioning any experience in food retail or with Rewe and Edeka specifically.
• Being vague about your location or unwillingness to travel within Hamburg and occasionally beyond.
• Focusing only on sales in general without addressing distribution, promotions, or shelf execution.