Bina Spiller
Fort Lauderdale
Summary
Results-oriented sales and marketing leader with 20+ years of experience increasing market share and visibility for premium beverage brands across on and off premise channels through strategic sales planning and implementation, distributor and internal sales team management, pricing and budget strategy, brand development for existing and emerging brands, and national and regional account acquisition and management.
Overview
23
23
years of professional experience
Work History
Director of Sales – Southeast
Shibui
Fort Lauderdale, FL
01.2025 - Current
- Manage and launch the Shibui Japanese Whisky portfolio across the Southeast United States. Drive sales performance through initiatives that increase conversion rates and customer retention. Lead and manage distributor sales teams within the distributor network. Create and deliver specialized training for sales teams and account staff, resulting in improved solution-selling strategies, increased confidence, and better customer relationship management. Support brand growth through strategic partnerships in ON and Off-premise accounts.
- Distributor launches across the Southeast and Maryland
- Established 100+ high-value, James Beard and Michelin-recognized accounts
- Secured national and regional on-premise partnerships
- Promote sales with national retail chain Total Wine & More
Regional Sales Manager – Southeast / Business Development Manager / Florida State Manager
Vranken Pommery America
Fort Lauderdale, FL
05.2012 - 12.2024
- Managed the Vranken Pommery portfolio across a multi-state distributor network in the Southeast. Oversaw pricing strategy, inventory management, goal tracking, building and implementing incentive programming, sales team education, and budget for marketing and brand activation. Negotiated and executed high-profile activations - Art Basel, Miami Open, and South Beach Wine & Food Festival. Secured and developed off-premise regional chains and high-image on-premise account partnerships. Created brand activations tailored for individual key accounts to enhance brand awareness and visibility. Increased company growth by analyzing market trends, identifying new opportunities, and cultivating strategic partnerships.
- Rosé portfolio depletion growth averaging 30% year over year
- Champagne and sparkling wine portfolio growth averaging 8% annually
- Delivered 39% of the national portfolio market share in FY2022
- Launched Louis Pommery California Sparkling and Pink Flamingo Rose
Moët Hennessy Portfolio Manager – On-Premise South Florida
Coastal Wine & Spirits
Fort Lauderdale, FL
04.2006 - 05.2012
- Elevated beverage programs, including wine lists, cocktail lists, wine dinners, and banquet tiers. Empowered and trained hospitality staff and distributor teams to increase sales and distribution across wine, spirits, and champagne portfolios. Hosted personalized market visits with brand teams and winemakers.
- Increased portfolio sales 14.7% H1 2012 vs 2011
- Grew account universe by 3,532 cases (35%), 2011 vs 2010
- Increased Moët Hennessy portfolio sales 20% from 2009–2010
- Delivered 20.78% depletion growth FY2006–2007 despite statewide decline
- Led national launch of Moët Ice Imperial
- Nationally recognized Top Performing Portfolio Manager – 2010
- Selected instructor for Coastal University sales training
Allied Domecq Account Manager – South Florida
Relay Sponsorship and Event Marketing
Fort Lauderdale, FL
09.2004 - 03.2006
- Developed and implemented promotional campaigns to increase brand awareness, distribution, menu placements, and back-bar presence in on-premise accounts. Managed off-premise accounts consisting of independent and regional chain liquor stores. Conducted training for promotional and account staff to enhance customer service and increase brand sales through suggestive selling.
- Territory sales growth: Stolichnaya +7%, Sauza +9%, Malibu +11%, Maker’s Mark +12%
- Launched Stolichnaya Flavors, Malibu Flavors, and Stoli Elite
- Established Allied Domecq exclusive bars at Hard Rock Paradise accounts
Assistant Manager
Delano Hotel
Miami Beach, Florida
08.2003 - 09.2004
- Managed 40 employees delivering luxury hospitality service while coordinating corporate and private events, including celebrity dinners, luncheons, cocktail parties, and weddings. Created and implemented “Standard Operating Procedures Sequence of Service” templates for employees to ensure 100% guest satisfaction and “Client Event Package” including custom-designed menus, pricing, client agreement, and authorization forms.
Education
BA - Marketing
Florida Atlantic University
First Course Certification -
Court of Master Sommeliers
Portfolio brand training - Specialized, hands-on training in tasting, winemaking, blending, and marketing in Champagne & Cognac (France), New Zealand, Australia, Scotland, and Napa Valley
Skills
- Sales training and leadership
- Territory management and revenue growth
- Distributor and client relationship management
- Business development and planning
- Brand-building strategies
- Key account targeting
- Sales initiatives and techniques
- Partnership development
- Presentations and public speaking
- Goals and performance
Timeline
Director of Sales – Southeast
Shibui
01.2025 - Current
Regional Sales Manager – Southeast / Business Development Manager / Florida State Manager
Vranken Pommery America
05.2012 - 12.2024
Moët Hennessy Portfolio Manager – On-Premise South Florida
Coastal Wine & Spirits
04.2006 - 05.2012
Allied Domecq Account Manager – South Florida
Relay Sponsorship and Event Marketing
09.2004 - 03.2006
Assistant Manager
Delano Hotel
08.2003 - 09.2004
Portfolio brand training - Specialized, hands-on training in tasting, winemaking, blending, and marketing in Champagne & Cognac (France), New Zealand, Australia, Scotland, and Napa Valley
BA - Marketing
Florida Atlantic University
First Course Certification -
Court of Master Sommeliers