SHANTELL AVECILLA
Miami,FL
Summary
Dynamic Florida Market Manager & Brand Strategist with a proven record of leading premium spirits launches, multicultural marketing programs, and high-impact trade execution. Expert in territory management, distributor leadership, and brand development across Florida’s diverse hospitality and retail landscape. Skilled in building brand awareness, driving velocity, and executing experiential programming that resonates with Hispanic, Caribbean, nightlife, and tourism markets. Known for strong forecasting, relationship-building, and cross-functional collaboration that consistently grow revenue and market share.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Florida Market Manager
Craft & Art Wine and Spirits
07.2025 - Current
- Direct statewide sales strategy, multicultural trade marketing, and execution for a premium portfolio: Sonrisa Puerto Rican Rum, Tepozan Tequila, Celosa Rosé Tequila, Cincoro Tequila, El Silencio Mezcal.
- Develop and implement brand awareness campaigns tailored to diverse Florida demographics across Miami, Orlando, Tampa, and coastal resort markets.
- Oversee SGWS and National distributor teams, driving growth through incentives, education, promotions, and targeted programming.
- Lead key account development with menu placements, features, POS, influencer engagement, and experiential activations.
- Collaborate with marketing on localized POS, social media assets, digital QR campaigns, and branded event concepts.
- Manage forecasting, KPI reporting, inventory planning, and performance analysis aligned with national goals.
Senior Florida Market Manager
Cinco Spirits Group
08.2019 - 07.2025
- Spearheaded Florida launch and expansion of Cincoro Tequila, driving the state to become the #1 volume market nationally.
- Built and executed multicultural marketing strategies to elevate brand visibility in Latin, Caribbean, luxury, nightlife, and tourism-driven segments.
- Designed high-impact brand programs, menu placements, retail strategies, and consumer-facing events to accelerate velocity.
- Led distributor execution (SGWS & Breakthru), developing incentives, educational programs, KPIs, and activation plans.
- Conducted bilingual staff trainings, seminars, and tasting experiences to strengthen brand advocacy.
- Supported regional blitz efforts across the Southeast (GA, TN), driving YOY account and volume growth.
- Awarded Top Cincoro Market Manager of the Year – 2020 for national leadership and performance.
Sales Consultant
Southern Glazer’s Wine & Spirits
11.2015 - 08.2019
- Managed one of South Florida’s highest-performing territories, consistently exceeding monthly sales targets.
- Leveraged multicultural insights to build cocktail lists, wine menus, and retail features tailored to diverse consumer bases.
- Executed staff trainings, tastings, and consumer events to drive trial, engagement, and brand loyalty.
Education
Bachelor of Science in Business Administration - International Business & Marketing
Florida International University
Miami, FL12.2012
Skills
- Brand Marketing & Multicultural Strategy
- Experiential Events & Trade Activation
- Territory & Distributor Management (SGWS, Breakthru)
- Sales Forecasting & KPI Tracking
- Key Account Development (On/Off-Premise)
- Brand Launch & Market Expansion
- Cross-Functional Leadership
- Bilingual: English & Spanish
- Microsoft Office (Excel, PPT, Outlook), Salesforce & CRM Platforms
- New product launch
- Client relations
- Sales operations
Certification
- WSET Level 2 – Wine & Spirits
- WSET Level 1 – Sake
- Court of Master Sommeliers – Level 1
- CRT Certified
Languages
English
Spanish
Timeline
Florida Market Manager
Craft & Art Wine and Spirits
07.2025 - Current
Senior Florida Market Manager
Cinco Spirits Group
08.2019 - 07.2025
Sales Consultant
Southern Glazer’s Wine & Spirits
11.2015 - 08.2019
Bachelor of Science in Business Administration - International Business & Marketing
Florida International University