Sales & Growth Lead

Amsterdam | Full-time | On-Site | Start: As soon as possible

Grovero helps professional kitchens grow ultra-fresh microgreens, herbs and edible flowers directly on site.

Our MiniGro microfarm is already used by restaurants, hospitals and hospitality teams in the Netherlands, Belgium and Germany. The product works. Customers are using it. The next step is commercial scale.

Until now, most sales have been founder-led. We are now looking for someone who wants to help build the sales engine with us: opening doors, creating pipeline, building relationships and turning interest into customers.

This is a hands-on sales and growth role.

You will work closely with the founder to speak with chefs and hospitality teams, book demos, follow up, support proposals, handle objections and move deals toward closing.

For many prospects, you will be one of the first faces of Grovero. The way you communicate, build trust and represent the company matters.

What you will do

• Build targeted lead lists of restaurants, hotels, chefs, hospitality groups, caterers and distributors.
• Run outreach through LinkedIn, email, Instagram, phone and events.
• Start conversations, qualify opportunities and book demos or visits.
• Build relationships with key people in the market.
• Move prospects from first conversation to demo, proposal, follow-up and close.
• Keep the CRM clean and make sure every serious lead has a clear next step.
• Prepare proposals, ROI notes and customer-specific follow-ups.
• Turn customer proof into useful sales material.
• Use AI and automation tools to work faster across lead generation, account research, outreach, CRM notes and follow-up.
• Track what works and help improve our sales process every week.

Who you are

• You are commercial, proactive, hands-on and a real people person.
• You like creating opportunities from scratch. You are comfortable reaching out to people you do not know yet, following up strongly, pushing opportunities forward and learning from the market.
• This role could be a strong fit if you:
• Have experience in B2B sales, growth, partnerships, hospitality, foodservice, horeca, food-tech, restaurant tech, equipment sales, premium food products, or a similar commercial role.
• Are comfortable with direct outreach and do not wait for inbound leads.
• Have great communication skills and know how to build trust.
• Are structured with CRM, pipeline, follow-ups and next steps.
• Know how to chase opportunities and keep momentum until there is a clear yes or no.
• Are curious, energetic and comfortable being close to revenue.

Nice to have

• Experience selling into restaurants, hotels, catering, foodservice or horeca.
• Existing network in hospitality, food, restaurants or distributors.
• Experience with Pipedrive or another CRM.
• Fluent English; Dutch and/or German are a strong plus.

What you get

• A front-seat role in scaling Grovero, with real ownership over how we build pipeline, enter new markets, win customers and grow.
• Direct work with the founder and leadership team.
• A product already used in real professional kitchens.
• Short lines, fast decisions and a practical team culture.
• Performance-based upside.