Vice President, Pricing & Revenue Optimization

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, 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 spe