How to apply for Field Sales Manager:in - Köln (#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 states its goal is to change the food system and reduce environmental impact.

About the role

As Field Sales Manager for the Cologne region, you manage key retail accounts on-site, mainly Rewe and Edeka. You acquire new supermarkets, ensure 100% distribution, and execute promotions in stores. You also represent vly at trade fairs and events, sometimes outside Berlin. This role directly drives vly's presence in German grocery retail.

A typical day

A typical day might involve visiting several Rewe and Edeka stores in the Cologne area 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 are spent on the road, others coordinating with the Berlin team.

Who vly is looking for

• Has field sales experience in food retail, ideally with Rewe, Edeka, or similar grocery chains.
• Is based in or near Cologne and willing to travel within the region for store visits.
• Can work independently, manage account relationships, and negotiate shelf space and promotions.
• Is comfortable representing a brand at trade fairs and events, occasionally outside Berlin.
• Speaks German fluently and understands the German grocery retail landscape.

Tips for this application

• Highlight any specific experience with Rewe or Edeka accounts in your CV or cover letter.
• Quantify your sales results: distribution gains, new store acquisitions, or promotion execution.
• State clearly that you are based in the Cologne region and can travel locally.
• Mention any experience with plant-based or health-focused food products, even if not required.
• If you have worked at trade fairs or events, describe your role and the outcomes.

What to cover in your cover letter

['Your direct experience managing Rewe and/or Edeka accounts and what you achieved.', 'How you have acquired new supermarkets and maintained distribution in a field sales role.', 'Your ability to execute promotions and ensure product visibility in stores.', "Why you want to work for a plant-based food startup and how you connect with vly's products."]

Research before applying

• Study vly's product range, including the pea protein milk alternatives and fava bean yogurt, and their nutritional claims.
• Research vly's current retail presence in Germany and specifically in the Cologne region.
• Look up recent news about vly, such as funding, product launches, or awards.
• Understand the German grocery retail landscape, especially Rewe and Edeka's structure and decision-making.

Likely interview topics

Based on the job description, expect questions about:

• How you would approach acquiring new supermarkets in the Cologne region for vly.
• Your experience with Rewe and Edeka: how you built relationships and negotiated shelf space.
• A time you turned around a low-distribution situation or launched a product in retail.
• How you plan and execute in-store promotions to drive sales.
• Your understanding of vly's products and the plant-based milk alternatives market.

Common mistakes to avoid

• Applying without any mention of Rewe or Edeka experience, as these are the main accounts.
• Being vague about your sales achievements instead of giving concrete numbers or examples.
• Not demonstrating knowledge of vly's products or the plant-based food category.
• Failing to confirm you are based in or willing to relocate to the Cologne region.