Head of Sales - Germany

Just Food Company; Lüneburg; Hybrid; EUR 120,000 - 170,000; Full time

Job summary

Just Food Company is looking for a commercially driven, entrepreneurial Head of Sales, Germany to lead the growth of our plant-based portfolio across the German market. This is a hands-on sales role for someone who knows how to build a market — not simply manage one.

You will own our commercial growth in Germany across retail and foodservice, manage key relationships, and work with brokers, distributors, and partners.

Qualifications

• Significant commercial experience in the German food, beverage, or CPG industry.
• Proven track record selling into German retail and/or foodservice across channels.
• Fluent German and professional English communication.
• Strong networks in German retail, foodservice, wholesale, and distribution channels.

Responsibilities

• Own the sales strategy, revenue plan, pipeline, and commercial performance for Germany across retail and foodservice.
• Build and grow relationships with retailers, foodservice operators, wholesalers, and distributors; manage brokers and partners.
• Lead end-to-end sales cycle from prospecting to negotiation, launch, and ongoing account management.
• Translate US leadership priorities into local German market strategies and actions.
• Collaborate with cross-functional teams (Marketing, Operations, Product, Regulatory, Finance) and travel regularly within Germany.

Skills

German fluency

English proficiency

German market knowledge

New business development

Retail & foodservice experience

Job description

Just Food Company is on a mission to build a healthier, safer, and more sustainable food system—starting with what’s on your plate. From pioneering plant-based eggs to making real meat without slaughter, we’re reimagining the future of food in ways that are better for people and the planet.

We’re a lean, passionate team of scientists, chefs, engineers, and operators who believe that doing hard things well can make a meaningful difference. We’ve brought groundbreaking innovations to market, like Just Egg and GOOD Meat, and we’re just getting started.

If you’re excited by big challenges, real impact, and the chance to shape what the future tastes like—we’d love to meet you.

Just Food Company is looking for a commercially driven, entrepreneurial Head of Sales, Germany to lead the growth of our portfolio of plant-based products across the German market.

This is a hands-on sales role for someone who knows how to build a market — not simply manage one. You will own our commercial growth in Germany across retail and foodservice, growing existing customer relationships while actively identifying, pursuing, and closing new business.

You will sell directly to strategic customers while also working through brokers, distributors, and other commercial partners where appropriate. As our senior commercial leader in Germany, you will also serve as an important bridge between our U.S.-based leadership team and the German market, helping us translate global commercial priorities into strategies and approaches that work locally.

The right person combines strong relationships and knowledge of the German food industry with a builder mentality: comfortable operating independently, creating structure where it does not yet exist, and personally doing the work required to turn opportunities into revenue.

What You’ll Do

• Own the sales strategy, revenue plan, pipeline, and commercial performance for Germany across retail and foodservice.
• Manage and grow existing customer relationships while developing a strong pipeline of new accounts and distribution opportunities.
• Personally lead the sales cycle from prospecting and customer presentations through commercial negotiation, launch, and ongoing account management.
• Develop relationships with key German retailers, foodservice operators, wholesalers, distributors, and other strategic partners.
• Identify the right route-to-market by customer and channel, including determining where direct selling versus brokers, agents, distributors, or other partners will be most effective.
• Manage and hold external brokers and commercial partners accountable for pipeline development, execution, and results.
• Negotiate pricing, commercial terms, promotional programs, annual agreements, and other customer arrangements.
• Develop a deep understanding of customer needs, competitive dynamics, category trends, and opportunities for Just Egg and Just Meat within the German market.
• Partner closely with U.S.-based leadership and cross-functional teams including Marketing, Operations, Product, Regulatory, Quality, and Finance.
• Provide clear, candid market insight to global leadership and help adapt U.S. strategies and expectations to the realities of doing business successfully in Germany.
• Maintain disciplined pipeline management, forecasting, customer planning, and reporting.
• Represent Just Food Company with customers, partners, industry organizations, trade shows, and other relevant events.
• Build the foundation for continued commercial growth in Germany and, as the business evolves, help determine the appropriate future sales structure and resources.

What We’re Looking For

• Significant commercial experience in the German food, beverage, or consumer packaged goods industry, with a strong track record of generating new business and growing existing accounts.
• Demonstrated experience selling into German retail and/or foodservice, ideally with meaningful experience across both channels.
• Strong knowledge of the German food market, customer landscape, commercial practices, and routes to market.
• Strong existing network within the German food industry, with established relationships across relevant retail/LEH, foodservice, wholesale, distribution, broker, and/or other industry channels. Demonstrated ability to leverage these relationships to open doors and engage senior commercial decision-makers.
• Proven ability to personally prospect, pitch, negotiate, close, and manage strategic customer relationships.
• Experience launching, establishing, or scaling a new brand or product in Germany strongly preferred.
• Experience working for or closely with a U.S.-based company or American consumer brand entering or growing in Germany strongly preferred.
• Native-level or professional fluency in German and exceptional spoken and written English, with the confidence to work directly and frequently with U.S.-based executive leadership.
• Strong cross-functional communication skills and the ability to translate between global business objectives and German market realities — including knowing when and how an approach needs to be adapted locally.
• Entrepreneurial, resourceful, and comfortable operating with significant autonomy in a fast-moving environment.
• Highly execution-oriented; willing to operate both strategically and tactically without relying on a large local team or infrastructure.
• Commercially rigorous and comfortable using data, customer insights, and financial considerations to prioritize opportunities and make decisions.
• Willing and able to travel regularly within Germany and as needed internationally.

What Success Looks Like

You establish Just Food Company as a credible, growing commercial partner in Germany; deepen and expand our existing business; build a qualified pipeline of new retail and foodservice opportunities; convert that pipeline into meaningful distribution and revenue; create productive broker and partner relationships; and help the broader company understand how to win in Germany — not simply how we would sell the same products in the United States.

Ideally, this individual will be based within reasonable proximity to our manufacturing facility in Luneberg and able to regularly engage with our team there in person. However, we recognize that the strongest candidate may be based elsewhere in Germany, and proximity to Luneberg is not a requirement.

Our priority is finding someone who can work effectively in a remote and highly collaborative environment, partnering closely with both our Luneberg‑based colleagues and our U.S.-based team, while being well positioned to travel throughout Germany to meet with customers, distributors, brokers, and other commercial partners.

Regardless of home base, this role will require regular travel to Luneberg. We are looking for someone who is genuinely enthusiastic about building strong relationships with the onsite team and maintaining a meaningful presence at the facility, while also spending time in‑market developing our commercial business across Germany.