Assistant Vice President/Vice President, Attractions & Destination Experience Revenue Operations

Role Overview

The Assistant Vice President/Vice President for Attractions & Destination Experience Revenue Operations holds a senior leadership position dedicated to maximizing revenue, profitability, and overall guest satisfaction across all non-ticket revenue avenues. This position oversees comprehensive merchandising and food & beverage operations, driving commercial strategies, operational excellence, and innovation that align with brand identity and guests’ expectations.

Key Responsibilities

• Manage the entire merchandising lifecycle, from product development to category management, pricing strategies, and promotional campaigns.
• Lead merchandising planning efforts including demand forecasting, inventory management, and assortment coordination across multiple locations and sales channels.
• Ensure operational efficiency in merchandising through supply chain coordination, inventory control, replenishment, vendor oversight, and sourcing activities.
• Maintain brand alignment in merchandising and intellectual property considerations.
• Establish and uphold visual merchandising protocols that improve storytelling and enhance customer conversion rates.
• Guarantee consistent thematic design across retail and food & beverage outlets; optimize store layouts and in-store experiences to increase guest engagement and dwell time.
• Supervise all food & beverage operations, including diverse outlets such as restaurants, kiosks, carts and catering services.
• Drive cost efficiency via managing food costs, labor optimization, and standardizing processes and systems.
• Set and maintain service quality standards for consistent, high-caliber guest experiences.
• Collaborate with culinary leaders to shape visionary culinary strategies, menu innovation, seasonal and cultural relevance, and sustainability considerations.
• Manage commercial and financial aspects including full P&L responsibility, budgeting, forecasting, capital investments, margin optimization through strategic pricing, cost control, and supplier negotiations.
• Promote digital and omnichannel integration by advancing mobile ordering, online retail, pre-ordering services, and seamless cashless payments.
• Foster the use of data-driven decision-making and dashboard analytics.
• Provide leadership to build and develop high-performing teams with a culture emphasizing innovation, accountability, and guest focus.

Qualifications and Experience

• Bachelor’s degree in Business, Hospitality, Retail Management, or related disciplines.
• 15 to 20 years of progressively responsible leadership roles within attractions, theme parks, hospitality, retail, or integrated resorts.
• Demonstrated expertise managing extensive merchandising and F&B operations with strong commercial focus.
• Experience with full profit and loss accountability.
• Deep knowledge of supply chain management, retail analytics, and food & beverage operations.
• Proven strategic thinking ability and consistent execution prowess.
• Strong leadership with focus on team development and mentoring.
• Innovative mindset committed to continuous process improvements.
• Resilient and adaptable in fast-paced and challenging environments, skilled in problem solving.