Vice President, Digital Channels

ABOUT US 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.

POSITION SUMMARY The Vice President, Digital Channels is responsible for the enterprise strategy, performance, governance, and continuous improvement of Herschend’s guest-facing digital channels, including all websites, mobile applications, email, and SMS outbound communications. This executive leads the teams and operating model responsible for digital revenue, conversion, merchandising accuracy, purchase-journey optimization, experimentation, and channel performance across Herschend’s portfolio of businesses.  This role is accountable for enterprise revenue generation and decisions influencing more than $500 million in annual admissions and related guest revenue.

The Vice President will establish clear, single-point accountability for digital channel outcomes and will partner closely with Property Marketing, Brand, Revenue Management, Insights & Analytics, Technology, Engineering, Operations, Guest Services, Legal, and Finance. The role is accountable for translating enterprise growth priorities and property needs into a prioritized digital roadmap, scalable standards, measurable releases, and improved guest experiences that increase revenue, engagement, and long-term customer value.

  ESSENTIAL DUTIES & RESPONSIBILITIES Enterprise Digital Channel Strategy: Develop and lead a multi-year strategy and roadmap for websites, mobile applications, email, and SMS across the enterprise. Define the role, objectives, standards, investment priorities, and performance expectations for each channel. Establish the portfolio operating model that balances enterprise consistency with appropriate property-level flexibility and local relevance.

Digital Revenue and Conversion: Own digital channel revenue, conversion, and commercial performance across the portfolio. Lead efforts to improve the path from guest intent through completed transaction for daily tickets, season passes and memberships, mobile food ordering, and ancillary products. Ensure channel decisions are evaluated using revenue per session, conversion, attachment, per-capita revenue, and profitability measures.

Website Channel Leadership: Provide executive oversight for the strategy, merchandising, content experience, conversion performance, accessibility, and operating standards of all Herschend websites. Establish consistent purchase-entry and product-presentation practices, ensure pricing and promotional accuracy, and prioritize website enhancements using guest behavior, commercial value, and measured opportunity.

Mobile Application Leadership: Lead the strategy and performance of Herschend mobile applications, including revenue generation, conversion, activation, pre-visit planning, transaction capabilities, and in-park digital engagement. Establish portfolio standards and priorities while accommodating the distinct needs of each property and guest journey. Email and SMS Channel Leadership: Lead enterpris