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

About vly

vly is a FoodTech startup from Berlin that makes plant-based milk alternatives 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 Munich region, you manage key retail accounts on site, mainly Rewe and Edeka. You acquire new supermarkets, advise and support them, ensure 100% distribution, and implement promotions in store shelves. You also represent vly at trade fairs and events, sometimes outside Berlin, and build relationships that expand the brand's presence.

A typical day

A typical day involves visiting Rewe and Edeka stores in the Munich region to check shelf placement, talk to store managers, and set up promotions. You might also prospect new supermarkets, report on distribution, and occasionally travel to a trade fair or event to represent vly. The role is remote but based around store visits and regional travel.

Who vly is looking for

• Has field sales experience in food retail, ideally with Rewe or Edeka accounts.
• Can work independently in the Munich region and is willing to travel to stores, fairs, and events, occasionally outside Berlin.
• Understands retail distribution, shelf placement, and promotion execution.
• Is comfortable acquiring new supermarkets and maintaining relationships with store managers and buyers.
• Speaks German fluently and can represent vly in person.

Tips for this application

• Name specific Rewe or Edeka experience in your CV or cover letter, including regions or stores you managed.
• Show you understand the Munich grocery market and can name local retail structures or districts.
• Mention any experience with in-store promotions, shelf placement, or distribution targets.
• Confirm you are based in or willing to relocate to the Munich area, since the role covers that region.
• If you have worked with plant-based or food startup products, state it directly and link it to vly's pea protein and fava bean yogurt range.

What to cover in your cover letter

['Your direct experience managing Rewe and Edeka accounts or similar grocery retail customers.', 'Concrete examples of acquiring new supermarkets or increasing distribution in a region.', 'Your ability to execute promotions and maintain shelf presence in stores.', 'Your connection to Munich and readiness to travel for fairs and events, including outside Berlin.']

Research before applying

• vly's product range, including the pea protein milk alternatives and fava bean yogurt, and where they are already sold.
• The German plant-based milk and yogurt market, including main competitors and typical retail prices.
• Rewe and Edeka store structures in Munich, including regional offices or distribution centers if available.
• vly's recent news, funding, or expansion plans to understand growth targets for the Munich region.

Likely interview topics

Based on the job description, expect questions about:

• How you would approach acquiring new supermarkets in Munich and which chains you would prioritize.
• Your experience with Rewe and Edeka, including buyer contacts, store-level relationships, or regional structures.
• How you ensure 100% distribution and handle promotions in store shelves.
• How you would represent vly at a trade fair or event and build relationships there.
• Your understanding of vly's products, such as pea protein milk alternatives and fava bean yogurt, and how you would sell them against competitors.

Common mistakes to avoid

• Applying without any mention of Rewe, Edeka, or food retail experience, since the role is specific to those accounts.
• Ignoring the Munich location and not stating your connection to the region or willingness to travel there.
• Using generic sales language without showing knowledge of in-store distribution, shelf placement, or promotions.