Vice President, Pricing & Revenue Optimization

Herschend Family Entertainment•Peachtree Corners, GA

14h

About The Position

Herschend is the world’s largest family-owned themed attractions company, with thousands of passionate hosts collectively entertaining 15 million guests each year. The heart of Herschend’s success has long been the world-renowned hospitality that is rooted in our DNA. We call it Heartspitality®. It is a unique culture that blends our ethos of Leading with Love and our purpose of Bringing Families Closer Together by Creating Memories Worth Repeating® to create real impact and joy that spreads through our hosts to our guests and out into our communities. Herschend’s portfolio includes beloved family entertainment brands across North America, including theme parks, water parks, resorts, aquariums, attractions, touring entertainment, and immersive experiences. As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feels welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect.

Requirements

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.
A Bachelor’s degree in Business, Economics, Finance, Statistics, Revenue Management, Marketing, Analytics, or a related field is required.
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.
Ability to manage multiple enterprise priorities simultaneously and deliver results under tight deadlines.

Nice To Haves

Experience with demand-based, tiered, and dynamic pricing methodologies strongly preferred.
An MBA or other advanced business, economics, or technical degree is strongly preferred.
Willingness to travel as required to theme park, water park, resort, and attraction operations.

Responsibilities

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.
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.
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.
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.
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.
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.
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.
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.
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.