Bailey Mak
Trade Marketing Manager
Summary
Results-driven Commercial Professional with 4 years of rapid advancement at Pernod Ricard, specializing in data-backed sales execution and luxury trade marketing. Proven track record of delivering significant commercial growth, including an 81% Net Sales expansion in Modern Off-Trade JDS channels and 15% YoY growth in prestige sectors.
Adept at ROI modeling, high-profile product launches, and managing key accounts like Watson’s Wine, City’super, and major wholesalers. Expert at bridging the gap between premium brand strategy and rigorous financial analysis to maximize channel profitability.
Overview
1
1
Certification
4
4
years of professional experience
Work History
Sales Executive – Modern Off-Trade
Pernod Ricard Hong Kong & Macau
07.2024 - Current
- Formulated and managed business plans for ultra-premium accounts (Watson’s Wine, Liquid Gold, HK Liquor Store, Asia Miles) and key wholesalers (Leung Yick Ltd), delivering 15% year-on-year Net Sales growth for the FY24/25 cycle.
- Modeled and executed a comprehensive Below-The-Line (BTL) commercial strategy across core department stores (Aeon, City’super, Yata, Sogo), driving an unprecedented 81% expansion in Net Sales (NS) year-to-date as of April 2026
- Structured and executed premium consumer events and integrated promotional calendars featuring curated GWP initiatives for key accounts, enhancing luxury consumer experiences while driving net sales growth at ultra prestige category product across target prestige portfolios.
- Conducted extensive ROI analysis and financial modeling on regional activation spend, boosting promotional capital efficiency through the integration of data analytics tools like Power BI
Trade Marketing Executive
Pernod Ricard Hong Kong & Macau
05.2022 - 06.2024
- Drafted and executed an integrated annual BTL activation calendar and investment allocation plan for both On-trade and Off-trade outlets, ensuring strict compliance with premium luxury brand guidelines
- Supported Hit List management and outlet-level activation execution across HORECA, bars, and nightclubs, increasing premium menu placements and back-bar brand visibility across target accounts.
- Designed and deployed a scalable Point-of-Sale Materials (POSM) and Gift-with-Purchase (GWP) tracking framework, standardizing luxury-in-trade merchandising excellence.
- Conducted post-activation quantitative analysis on consumer conversion rates and perfectly-serve initiatives, producing detailed performance decks utilized by senior leadership for regional strategy adjustments.
- Executed multi-channel launch strategies for new product portfolios across On and Off-trade environments, maximizing consumer trial to secure high distribution coverage across target key accounts.
Education
BBA - IBBA- Analytics & Marketing
The Chinese University of Hong Kong
Shatin, Hong Kong 04.2001 -
Skills
Net Sales (NS) Growth Optimization
Revenue Growth Management (RGM)
P&L & ROI Modeling
Modern Off-Trade Management
Joint Business Planning (JBP)
Below-The-Line (BTL) Strategy
Multi-Channel New Product Launches (NPD)
Data Analytics Tools (Power BI, Aspire)
Advanced Excel (Financial Modeling, Predictive
Market Share & Consumer Segmentation AnalyticsForecasts)
Certification
WSET Level 2 Award in Wines (Pass with Merit)
Timeline
WSET Level 2 Award in Wines (Pass with Merit)
03-2026
Sales Executive – Modern Off-Trade
Pernod Ricard Hong Kong & Macau
07.2024 - Current
Trade Marketing Executive
Pernod Ricard Hong Kong & Macau
05.2022 - 06.2024
BBA - IBBA- Analytics & Marketing
The Chinese University of Hong Kong
04.2001 -