POSITION SUMMARY

The Vice President, Pricing & Revenue Optimization is responsible for leading all aspects of enterprise pricing strategy, revenue management, admissions revenue optimization, in-park revenue optimization, and pricing analytics and reporting across Herschend's portfolio of theme parks, water parks, attractions, and related businesses. This individual will provide strategic leadership for admission pricing, season pass and membership pricing, dynamic pricing programs, demand forecasting, revenue optimization, and enterprise business intelligence capabilities with respect to pricing. This role is accountable for enterprise pricing governance and revenue optimization decisions influencing more than $500 million in annual admissions and related guest revenue.

The Vice President will partner closely with Property General Managers, Regional Presidents, and leaders across PSC Marketing, Finance, Operations, Technology, and Commercial functions to establish strategies that maximize revenue and profitability while protecting guest value perception and long-term brand health. The role serves as a key advisor to senior leadership and translates market intelligence, guest behavior, and commercial performance data into actionable enterprise and property-level decisions.

ESSENTIAL DUTIES & RESPONSIBILITIES

• Revenue Management: Lead the enterprise revenue management function and oversee the team and processes used to set admission pricing for all theme parks and water parks. Direct demand-based and tiered pricing across the majority of properties and dynamic pricing at designated properties. Advise on the establishment of pricing strategies for season passes, memberships, single-day tickets, multi-day tickets, group admissions, ancillary revenue products, and products sold through direct and third-party channels. Set enterprise pricing governance, decision rights, calendars, guardrails, and performance standards.
• Admissions Revenue Maximization: Coordinate enterprise and property-level efforts to determine the appropriate direction, structure, and timing of admission pricing changes. Evaluate price elasticity, demand patterns, attendance objectives, competitive positioning, product mix, channel mix, and guest behavior to maximize admissions revenue, yield, contribution profit, and long-term customer value. Monitor performance against budget and forecast and recommend corrective actions when results differ from expectations.
• Marketing Collaboration: Collaborate with enterprise and property Marketing teams on pricing strategy, promotional priorities, and market-specific opportunities. Ensure alignment among pricing actions, marketing investment, brand positioning, and revenue outcomes.
• In-Park Revenue Maximization: Partner with Operations, Food & Beverage, Merchandise, Lodging, and property leadership to identify and prioritize opportunities to increase per-capita spending and contribution profit. Establish analytical frameworks and testing plans for pricing, packaging, bundling, upsell, and promotional initiatives across key in-park revenue streams. Scale successful practices across the portfolio while recognizing property-specific guest and operating dynamics.
• Data Visualization Oversight: Lead the business pricing data team in determining priorities for enterprise dashboards, data visualizations, executive scorecards, self-service analytics, and ad-hoc reporting used across the organization. Establish a pricing business intelligence roadmap and governance process that ensures leaders receive accurate, timely, consistent, and actionable information. Partner with Technology and data teams to improve data quality, automation, accessibility, and scalability.
• Pricing Analytics and Forecasting: Advance the organization's capabilities in demand forecasting, price elasticity analysis, promotional measurement, scenario modeling, experimentation, and revenue optimization. Establish common methods for measuring pricing performance and translating analytical findings into practical commercial actions.
• Strategic Roadmap: Develop and implement a multi-year pricing and revenue optimization roadmap aligned with Herschend's growth, profitability, and guest experience objectives. Identify opportunities to use advanced analytics, artificial intelligence, revenue management systems, and external partners to improve decision quality and execution speed.
• Leadership and Team Development: Build and lead a high-performing team across pricing, revenue management, business intelligence, and commercial analytics. Provide clear objectives, coaching, succession planning, and capability development. Foster a culture of accountability, commercial curiosity, collaboration, disciplined testing, and data-driven decision-making.
• Collaboration with Stakeholders: Partner with senior leaders across Marketing, Operations, Finance, Technology, Digital Commerce, and property leadership. Act as a key advisor to executive leadership on pricing, revenue management, commercial analytics, forecasting, and performance opportunities. Communicate complex findings and recommendations in clear business terms and build alignment around high-impact decisions.

EXPERIENCE & EDUCATION

• 15+ years of progressive experience in pricing, revenue management, commercial strategy, analytics, finance, consulting, hospitality, travel, entertainment, or related fields.
• Proven track record of success in senior leadership roles with enterprise-wide responsibility for pricing, revenue optimization, or related commercial outcomes.
• Demonstrated experience leading pricing strategy, forecasting, analytics, and transformation initiatives in a complex, multi-location organization.
• Experience with demand-based, tiered, and dynamic pricing methodologies strongly preferred.
• A Bachelor's degree in Business, Economics, Finance, Statistics, Revenue Management, Marketing, Analytics, or a related field is required.
• An MBA or other advanced business, economics, or technical degree is strongly preferred.

SKILLS & QUALIFICATIONS

• Deep expertise in pricing strategy, revenue management, forecasting, commercial optimization, and promotional effectiveness.
• Strong understanding of admissions products, season passes and memberships, channel economics, guest segmentation, and demand management for the theme park and/or travel industry.
• Demonstrated ability to connect pricing and revenue decisions to attendance, guest value, profitability, cash flow, and long-term enterprise value.
• Experience leading business intelligence, data visualization, or commercial analytics teams and prioritizing enterprise reporting needs.
• Exceptional strategic thinking and problem-solving skills, with the ability to translate complex analysis into decisive business action.
• Strong leadership and talent-development skills, with experience building high-performing teams and leading through influence in a matrixed organization.
• Excellent executive communication skills, including the ability to present recommendations to senior executives and non-technical stakeholders.
• Working knowledge of platforms and tools such as Power BI, Tableau, SQL, advanced Excel, forecasting applications, and revenue management technologies.
• Strong business and financial acumen, sound judgment, and comfort making decisions with incomplete information.
• Must be able to work effectively in a highly collaborative, relationship-based culture.
• Willingness to travel as required to theme park, water park, resort, and attraction operations.
• Ability to manage multiple enterprise priorities simultaneously and deliver results under tight deadlines.