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

About vly

vly is a FoodTech startup from Berlin 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 nationwide in 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 Ruhr area, you own relationships with major retail customers on the ground, mainly Rewe and Edeka. You acquire new supermarkets, advise and support them, ensure 100% distribution, and execute promotions in stores. You also represent vly at trade fairs and events, sometimes outside Berlin.

A typical day

A typical day involves visiting Rewe and Edeka stores across the Ruhr area to check shelf placement, talk to store managers, and set up promotions. You might also cold-call new supermarkets to pitch vly products. Some days include travel to trade fairs or events to represent the brand.

Who vly is looking for

• Has field sales experience in German food retail (LEH), ideally with Rewe or Edeka accounts.
• Lives in or near the Ruhr area and can travel daily to stores across the region.
• Is comfortable with cold acquisition of new supermarkets and independent store owners.
• Can execute promotions and shelf placement in stores and track distribution numbers.
• Speaks fluent German for negotiations with store managers and buyers.

Tips for this application

• Name your specific experience with Rewe and Edeka in the first lines of your CV or cover letter; this role names them directly.
• State your location and confirm you can cover the Ruhr area daily, since the role is region-specific despite being listed as remote.
• Include concrete numbers from past field sales work, such as number of stores managed, distribution rate achieved, or promotions run.
• Mention any experience with plant-based or food products, since vly sells pea protein milk and fava bean yogurt.
• Note your willingness to travel to trade fairs and events, sometimes outside Berlin, as the job description states this.

What to cover in your cover letter

Your existing relationships or sales record with Rewe and Edeka. Your ability to acquire new supermarkets independently. Concrete results in distribution or promotion execution in food retail. Your connection to the Ruhr area and readiness to travel there daily.

Research before applying

• vly's product range, including the pea protein milk alternatives and the fava bean protein yogurt, and where they are already sold.
• The German plant-based milk market and main competitors, so you can discuss positioning.
• Rewe and Edeka store structures in the Ruhr area, including which regions or franchise groups matter most.
• vly's funding, growth stage, and recent news to understand the company's current priorities.

Likely interview topics

Based on the job description, expect questions about:

• How you would approach acquiring a new Edeka store in the Ruhr area from first contact to first order.
• Your experience with Rewe or Edeka listing processes and store-level decision makers.
• How you ensure 100% distribution of a product across a store network.
• How you would run a promotion for vly products in a supermarket and measure its success.
• Your understanding of the plant-based milk category and how vly compares to competitors like Oatly or Alpro.

Common mistakes to avoid

• Applying without any German food retail (LEH) experience when the role requires direct Rewe and Edeka account work.
• Ignoring the Ruhr area location requirement and not explaining how you would cover the region.
• Sending a generic cover letter that does not mention vly's specific products or the named retailers.