Commercial Consulting & Advisory

I'm a Commercial Strategy consultant and advisor specializing in optimizing revenue management, marketing, and sales to help firms in the experience economy unlock new revenue streams and achieve sustainable growth

Theme Parks | Resorts | Attractions

Commercial Strategy Consultant & Advisor

Injecting fun into your business: Practical expertise with a passionate edge

With over a decade of experience in the theme park and resort industry, Tay combines passion with practical expertise. Having worked with leading brands like Disney, SeaWorld, and Cedar Fair, he translates complex data into actionable insights that drive results.

From operations and finance to marketing and pricing strategy, Tay’s cross-functional expertise offers a unique perspective on industry trends and decision-making. As a CPA and MBA, he ensures credibility and clarity in tackling your toughest business challenges.

Whether it’s an earnings call recap, pricing strategy review, or concept development, Tay delivers value tailored to your needs. Book a time below or reach out directly to explore how he can help you master the business of fun!

Schedule Intro Call

Send Email

My Services

In the competitive experience economy, standing out requires bold, innovative strategies—exactly what I help my client achieve.

Revenue Optimization & Pricing Strategy
I help companies craft data-driven pricing structures and promotional campaigns to maximize revenue and meet evolving guest expectations.

Marketing & Branding Consultation
I drive organizations to create impactful branding and marketing strategies designed to build excitement and drive demand.

Product Development & Channel Management
Help to design products and sales strategies that meet guests where they are while driving incremental growth.

Let’s transform challenges into opportunities and unlock your business’s full potential.

Professional Experience

Disney Parks and Resorts

Analyst > Manager

At Walt Disney World, I held multiple roles in pricing, financial reporting, and FP&A, contributing to strategic growth and operational excellence. I led the go-to-market execution of the 4-Park Magic Ticket, driving multi-million-dollar revenue across global markets. In finance, I supported leadership with SEC filings and provided forecasting insights to optimize resources, combining guest-centric innovation with measurable results.

SeaWorld Parks and Entertainment

Director, Revenue Management

At SeaWorld, I led revenue development initiatives that generated millions in year-over-year admissions revenue. By creating innovative ticket promotions and pricing strategies, I achieved a +20% growth in admissions per capita during a global pandemic. My work involved analyzing market trends, designing demand-driving offers, and collaborating with marketing and sales teams to maximize revenue while enhancing guest satisfaction and attendance.

Legacy Vacation Resorts

VP, Commercial Strategy

At Legacy Vacation Resorts, I lead cross-functional teams in revenue management, marketing, and sales to drive organizational growth. I’ve successfully developed and executed strategies that align pricing, branding, and product development, resulting in increased revenue and customer engagement. My leadership includes divesting underperforming assets, acquiring new brands, and implementing data-driven initiatives that enhance demand and profitability across the organization.

Past Projects

4-Park Magic ticket

Spearheaded the launch of one of Walt Disney World’s most successful promotional products. This ticket provided Guests access to each of the four theme parks at a special price, offering exceptional value and driving significant revenue growth.

Manager responsible for bringing the product to market, from pro forma analysis to product creation and implementation
Worked with teams across the organization, marketing, sales, and digital, to ensure buy-in and manage project deadlines and deliverables

Priority Access

Consulted with brand new, EMEA-based theme park to understand and establish a strategy for monetizing front-of-line access to attractions

Compiled details on the industry's best programs to educate clients on current market offerings with the pros and cons of each
Developed a park-specific plan to launch paid access including key distribution, marketing, operations, and digital considerations for a successful profitable offering

Industry Insights

Provide sector overviews and company-specific commentary on a long- and short-term horizon for institutional investors and top consulting firms

Hosted for multiple industry-focused 'fire-side-chats' to analyze major moves and speculate on upcoming impacts
Educated clients on best practices in attraction revenue management with a specific comprehension of major players' current programs and opportunities for future optimization

Core Services

Revenue Optimization and Pricing Strategy

From impactful ticket promotions to scalable pricing frameworks, I design strategies that boost revenue and align with market demand

Strategic Marketing and Branding Solutions

Build excitement and demand with compelling stories that resonate, driving engagement and helping your brand stand out in a crowded marketplace

Product Dev and Channel Management

Maximize incrementality by meeting consumers where they are with tailored products and strategic distribution that drives growth

Pricing

I believe successful partnerships start with understanding your needs. My services are designed to deliver tangible results based on the goals of the engagement. Let's discuss how I can create a custom pricing plan that aligns with your specific goals, please reach out to discuss further.

Schedule Intro Call

Send Email

Google Sites

Report abuse