CHRISTINE GUAN MENG YEE

Leadership & Strategic Transformation

• Led the complete channel restructuring since 2023 across three strategic pillars —(HORECA) Hotel, Restaurant, and Hybrid & Cocktail Bar — optimizing portfolio focus, elevating brand desirability, and improving channel efficiency.
• Strengthened the wine and spirits portfolio strategy, expanding presence across five-star hotels, fine restaurants, and high-image hybrid cocktail bars. Delivered a total wine volume of 1,500 standard cases in 2024, up from 950 cases in 2023, representing a +58% year-on-year growth and broader distribution footprint.
• Reinforced commercial excellence through a structured forecasting and depletion management system, enabling data-driven decision-making and sustainable sell-out growth across all channels.

Brand Expansion & Market Penetration

• Volcán de Mi Tierra: Built the brand from zero to hero — expanding to 100 distribution points nationwide across five-star hotels, luxury restaurants, and cocktail bars; achieved 250 standard cases in just 7 months.
• Langkawi Resorts: Secured full portfolio listings across the island’s ultra-luxury resorts — including Four Seasons (VC flagship), St. Regis, The Datai, Dash Resort, Riyaz Heritage, and Park Royal — transforming from zero presence to complete dominance.
• Tequila Leadership: Recognized as MHDM’s top tequila channel driver, delivering nearly 600 standard cases across Don Julio and Volcán, setting a new commercial benchmark.
• Don Julio Tequila Cask Program: Sold one private Don Julio Tequila Cask worth USD 500,000 to an exclusive client — a first-of-its-kind bespoke luxury transaction in Malaysia — and currently negotiating three additional cask sales to private collectors.
• Don Julio Última Launch: Strategically introduced Don Julio Última Reserva exclusively to a top-tier hybrid bar, securing a purchase commitment of USD 1 million worth of stock between Q4 2025 – Q4 2026, marking the largest single premium tequila deal in MHDM’s portfolio history.

Urban & Hotel Domination

• Achieved full presence in Kuala Lumpur’s five-star hotel ecosystem, successfully securing accounts under competitive Marriott contracts and premium chains such as W Hotel, St. Regis, EQ Kuala Lumpur, Lexis Imperial, Four Seasons, Genting, Westin, Shangri-La, Grand Hyatt, Hilton Hotel, and Sheraton Petaling Jaya and many more.
• Extended portfolio prestige into experiential hospitality through a partnership with the Belmond Train, introducing luxury onboard mixology experiences that strengthen MHDM’s regional footprint.
• Strengthened brand visibility through banquet exclusivity, cocktail integration, and by-the-glass programs across hotel and resort networks.

Innovation, Trade Activation & Consumer Engagement

• Krug Ambassade Program: Elevated Krug’s brand image by positioning Potager KL as Malaysia’s leading Krug Ambassade. Introduced Krug by-the-glass offerings that delivered 20 standard cases year-to-date, marking a +50% volume growth vs. last year, and reinforcing Krug’s prestige within Malaysia’s fine-dining scene.
• Speakeasy Bar Attack Plan: Strategized and executed a nationwide hybrid & cocktail bar penetration plan, converting speedrails into full MHDM portfolios across key bars — a first in company history. Overcame long-held market perceptions of MHDM as “too commercial” or “too premium” by curating accessible trade offers and creative activations tailored for craft cocktail environments.
• Raise The Bar Program: Conceptualized and curated a multi-brand trade activation platform featuring six core MHDM spirits — Hennessy, Volcán, Belvedere, Ron Zacapa, Tanqueray No. Ten, and Johnnie Walker Black. The program unified diverse bar partners under one education and advocacy platform, showcasing versatility across all spirit categories.
• Hennessy My Way Competition: Introduced Hennessy My Way to champion bartending talent and innovation within Malaysia’s cocktail scene. All six targeted spirits were prominently featured during Kuala Lumpur Cocktail Week (KLCW 2025), with four out of six booths ranked among the best-performing activations — a milestone in redefining MHDM’s relevance within the craft mixology community.
• Belvedere Innovation: Launched Belvedere Slushies and Belvedere Ready-to-Drink collaborations with padel and pickleball clubs, increasing brand accessibility and driving +40% volume growth vs. 2024.
• Dom Pérignon Reunion Program: Developed an exclusive chef-community platform to foster collaboration and drive Dom Pérignon by-the-glass listings across Michelin-level restaurants.

• Nurtured existing client relationships; boosted customer loyalty and satisfaction.
• Forged strong relationships with clients to increase trust and loyalty.
• Delivered high-quality presentations to clients, showcasing company offerings effectively.
• Oversaw strategic client relationships, strengthening company reputation.
• Took initiatives in organising regular meetings with clients to discuss their requirements and concerns.
• Identified new opportunities by closely monitoring industry trends.
• Enhanced customer satisfaction through prompt resolution of complex issues.
• Handled escalated client concerns efficiently, mitigating potential damage to company-client relationship.