Vice President, Commercial Partnerships

Herschend is the world’s largest family-held themed attractions company, with a portfolio of over 40 family entertainment brands across North America, including destinations, resorts, theme parks, water parks, immersive experiences, and content enjoyed by audiences worldwide.

While each of our family brands offers something unique, all are united by a shared purpose: Bringing Families Closer Together by Creating Memories Worth Repeating®. Our 22,000 passionate hosts make this purpose possible through everyday acts of love and service—what we call Heartspitality®—the intersection of heart and hospitality.

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. For more information, visit www.Herschend.com.

POSITION SUMMARY

The Vice President of Commercial Partnerships will lead the strategic growth and expansion of the Herschend’s third party business relationships for on property experiences, digital channel content, and third-party sales and distribution.  The role also manages the pipeline of incoming deal opportunities and organic growth ventures.  This executive will be responsible for setting and executing the partnership and growth strategy, prospecting new opportunities, negotiating and securing agreements, and managing long-term relationships that drive mutual value. In this role, the VP will create compelling consumer value propositions for our guests, the company and partners, while ensuring performance commitments are met and exceeded. This is a leadership role requiring a balance of strategic thinking, market insight, and a deep understanding of the digital and leisure industries. The successful candidate will bring a track record of success in managing complex partnerships and deal-making in a dynamic, results-oriented environment.

ESSENTIAL DUTIES & RESPONSBILITIES

Partnership Strategy & Leadership

• Develop and execute the company's partnership strategy across digital platforms and on-property experiences, aligned with overall corporate goals and property annual plans.
• Identify key growth opportunities in both digital ecosystems (e.g., technology platforms, content providers, online services, owned channels, customer data) and on-property experiences (e.g., events, F&B, leisure services) that enhance guest experiences and drive new revenue streams.
• Lead, develop, and expand third party distribution channels to drive customer acquisition and ticket / product sales across our theme parks and aquariums.
• Lead the design of integrated consumer value propositions for each partnership, ensuring mutual benefit and strong market differentiation by property and at the enterprise level where appropriate.
• Collaborate closely with internal stakeholders (e.g., properties, marketing team, technology, finance) to ensure alignment and successful implementation of partnerships.

Deal Sourcing & Negotiation

• Lead the overall pipeline management process across a matrix of relationships for each Herschend property and across the enterprise for partnerships, incoming deal flow and organic growth ventures.
• Proactively prospect and identify new partners, leveraging market intelligence, industry trends, and business relationships locally and nationally.
• Negotiate and secure high-value contracts with potential partners, including defining partnership terms, financial models, KPIs, and performance metrics.
• Ensure the partnership pipeline is consistently populated with high-quality, revenue-generating opportunities.
• Manage and collaborate with third party agencies who work on the company’s behalf for agreed sectors and properties to source deals and extend our network of relationships.

Relationship Management & Performance Delivery

• Cultivate and maintain strong, long-term relationships with key internal stakeholders, ensuring a collaborative and productive working environment.
• Manage ongoing partner relationships, ensuring performance commitments are being met by both parties and that value is continually delivered.
• Manage and drive growth of a traditional B2B sales funnel to drive sustained revenue generation from third party relationships.
• Develop and oversee jointly developed products, guest value propositions, and content offerings on digital channels that serve joint partnership objectives.
• Serve as the primary point of contact for critical escalations and ensure timely and effective resolution of issues.

Cross-functional Collaboration & Execution

• Work cross-functionally with senior leaders to develop joint go-to-market strategies, marketing campaigns, and other initiatives that drive consumer engagement and partner success.
• Ensure alignment between partnership goals and broader company objectives, providing regular updates to the executive team on the performance of key partnerships.
• Leverage data and analytics to track performance and deliver insights that optimize the impact of partnerships.

Team Leadership & Development

• Lead, mentor, and inspire a team of business development and partnership professionals to meet and exceed business objectives.
• Foster a culture of collaboration, innovation, and accountability within the team aligned with Herschend’s Leading with Love culture.

 EXPERIENCE & EDUCATION

• 15 years of progressive experience in business development, partnership management, or strategic alliances, with at least 7 years in leadership roles.
• Proven track record of successfully developing, negotiating, and managing large, complex partnerships in the hospitality, leisure, theme park, and/or digital content industries.
• Experience working in a hospitality environment with an emphasis on enhancing customer experiences through digital and physical touchpoints is highly desirable.
• Strong understanding of emerging digital technologies, online services, and hospitality trends, including their intersection with consumer behavior.
• Demonstrated success in driving both top-line growth and operational efficiency through partnerships.
• Bachelor’s degree in Business Administration, Marketing, Hospitality Management, or a related field; MBA or advanced degree preferred.

SKILLS & QUALIFICATIONS

• Strategic Thinking: Ability to think big picture, connect disparate data points, and develop long-term strategies that align with company goals.
• Negotiation & Deal-making: Strong negotiation skills with a deep understanding of commercial terms, contract structures, and financial models.
• Leadership: Proven ability to lead and motivate cross-functional teams to achieve shared goals.
• Relationship Management: Exceptional interpersonal skills with the ability to influence and build trust at all levels of an organization.
• Data-Driven: Strong analytical mindset with experience using data to drive decisions and measure partnership performance.
• Market Insight: Expertise in market trends, competitive landscape, and consumer preferences within the hospitality, leisure, and digital industries.
• Execution: Strong project management skills with the ability to execute partnerships efficiently, balancing speed with quality.
• Excellent verbal and written communication skills, with the ability to present complex ideas clearly and persuasively.
• Entrepreneurial mindset with a focus on innovation and value creation.
• Ability to navigate ambiguity and deliver results in a fast-paced, dynamic environment.