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Lena Garrett
Sales + Marketing Director @ Coconut Cartel
Lena Garrett is the National Sales Director at Coconut Cartel, a premium rum company based in Miami, Florida.15 She has been with the company for over 8 years, joining in March 2015.3 Garrett is a seasoned professional with extensive experience in sales, brand management, and community engagement.5
In her role, Garrett is responsible for driving brand growth and customer engagement for Coconut Cartel. She has been involved in various aspects of the company's marketing strategy, including content creation, channel management, and leveraging partnerships.4
Garrett has played a significant role in Coconut Cartel's growth and success, being mentioned as one of the "cartel OGs" alongside Moscow and Rafael Trigueros.8 Her LinkedIn profile (username: lena-garrett-34b50657) showcases her involvement in new retailer launches and marketing strategies for the brand.7
Coconut Cartel, founded by siblings Mike and Dani Zig, started as a coconut smuggling operation and has since evolved into a premium rum brand that infuses its products with coconut water.26 Garrett's expertise has contributed to the company's unique positioning in the spirits industry and its expansion into new markets.
Highlights
🥳 Coconut Cartel is loading into 138 Walgreens Liquor locations in Florida this week! After 3 years of working with the legendary Mitchell Goldenberg to make this a reality - the time has come!
The words I have to describe Mitchell Goldenberg could go on forever…thoughtful, kind, detail-oriented, generous, enthusiastic, compassionate, fierce, caring, funny…I could continue without hesitation.
Mitchell has been the most incredible mentor to me since we launched at Breakthru Beverage Group 4 years ago.
It all started with a cold message from him to just say hello and express his admiration for the brand we had been building, and that he wanted to work with me to fine tune a pitch to Walgreens when we were ready. He never gave up, year after year, and kept advocating for us until we the time was right and the stars aligned.
I hope everyone has the opportunity to find a Mitchell in their career 🙏 Thank you for all the phone calls, texts, laughs and guidance - you are the biggest mensch and I am forever grateful for your mentorship and friendship.
