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

About vly

vly is a Berlin-based food tech 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 Stuttgart region, you manage vly's key retail accounts on site, mainly Rewe and Edeka. You acquire new supermarkets, advise and support them, ensure full distribution, and implement promotions on shelves. You also represent vly at trade fairs and events, sometimes outside Stuttgart, to build relationships.

A typical day

A typical day involves driving to Rewe and Edeka stores in the Stuttgart region to check shelf placement, talk to store managers, and set up promotions. You might also visit new supermarkets to pitch vly products, then log your visits and plan the next day. Occasionally you attend a trade fair or event to represent vly and build contacts.

Who vly is looking for

• Has field sales experience in German food retail (LEH), ideally with Rewe or Edeka accounts.
• Can work independently from a remote base in or near Stuttgart and travel daily to stores.
• Understands shelf placement, distribution targets, and promotion execution in supermarkets.
• Is comfortable being the face of a young brand with buyers, store managers, and at events.
• Speaks fluent German and can negotiate with retail partners.

Tips for this application

• Name your specific experience with Rewe and Edeka in the first lines of your CV or cover letter, since these are the main accounts.
• Give concrete numbers for past distribution wins, such as how many stores you added or what percentage of distribution you reached.
• State your location and confirm you can cover the Stuttgart region daily, since the role is remote but tied to that area.
• Show familiarity with vly's products (pea protein milk, fava bean yogurt) and where they sit in the store compared to other plant milks.
• Mention any trade fair or event experience, because the role includes representing vly at events outside Stuttgart.

What to cover in your cover letter

['Your direct experience managing Rewe and Edeka accounts in field sales.', 'A concrete example of how you achieved or improved distribution in supermarkets.', 'How you execute promotions and maintain shelf presence in stores.', 'Why you want to sell plant-based products and how you would represent vly in the Stuttgart region.']

Research before applying

• Find out which vly products are currently listed at Rewe and Edeka and in which regions.
• Check vly's website and social media for recent product launches, awards, and retail expansions.
• Look at where vly products sit on shelves in Stuttgart stores and compare with competitors like Oatly or Alpro.
• Research vly's funding, growth stage, and any news about the sales team structure, since the role is remote and region-based.

Likely interview topics

Based on the job description, expect questions about:

• How you would approach acquiring new supermarkets in the Stuttgart region for vly.
• A past example of negotiating shelf space or distribution with Rewe or Edeka.
• How you plan and execute in-store promotions and measure their success.
• How you handle rejection or slow buyers when pushing a new product into retail.
• Your understanding of vly's products and how they compare to other plant-based milk alternatives.

Common mistakes to avoid

• Applying without any concrete experience in German food retail or with Rewe and Edeka accounts.
• Writing a generic cover letter that does not mention the Stuttgart region or the specific retail partners.
• Not knowing vly's products or confusing them with other plant-based brands.