Farid Barriga

United Parks & Resorts is the parent company of 13 U.S. theme park brands, including SeaWorld, Busch Gardens, and Sesame Place, generating over $1.7 billion annually through world-class attractions, animal experiences, and entertainment. Lead strategy and value creation for the company’s largest business unit—an ~$850M recurring-revenue membership portfolio across 12 locations within a $2B PE-backed platform. Own the multi-year value creation roadmap across pricing & product architecture, retention and churn management, digital GTM and funnel optimization, and customer economics, partnering closely with PE sponsors and the executive team. Key achievements: • Built and led execution of the membership value creation plan, prioritizing revenue growth and margin expansion initiatives and partnering with the C-suite, Park GMs, and Board delivering YoY membership growth and recurring EBITDA impact. • Optimized pricing and product architecture using segmentation analysis, conjoint and Van Westendorp methodologies, and A/B testing, driving uplift in website traffic and higher purchase conversion. • Redesigned CRM and lifecycle strategy leveraging cohort analytics, customer segmentation, and predictive modeling to automate and optimize key customer journeys in Salesforce, increasing membership retention • Improved integrated paid media and acquisition funnel performance through creative optimization, cross-channel budget reallocation, and audience strategy refinement using first-party and predictive signals, delivering a strong improvement in ROAS. • Expanded in-park membership sales by improving ticket-to-pass conversion through expansion-trigger–based offers, digital enablement, and RevOps alignment, driving a significant increase in in-park pass sales

Led commercial due diligence, value creation, and digital transformation programs for PE-backed and Fortune 500 companies across Consumer and tech enabled services. Directed cross-functional teams and partnered closely with CEOs, CFOs, and PE deal teams on revenue growth, unit economics, and operational improvements. Key achievements: • Designed and led execution of an enterprise transformation for a leading dairy CPG, unlocking $50M+ in EBITDA uplift across procurement, working capital, and commercial levers. • Led post-merger integration for a leading auto insurer acquisition, building the value creation roadmap and 100-day plan, launching the IMO, and driving execution to capture $40M+ in commercial and operational synergies. • Drove commercial value creation for a PE-backed CPG company through channel expansion, sales model optimization, high-ROI product launches, and CRM-enabled digital execution, unlocking ~$100M in enterprise value. • Developed the growth strategy for a PE-backed loyalty platform by expanding the customer base, strengthening the core offering, and launching new high-margin revenue streams, defining a path to 2x EBITDA over five years. • Led commercial due diligence for the acquisition of an early childhood education platform, validating a platform buy-and-build investment thesis through market, competitive, customer, and value creation analysis for a $150M+ transaction

Defined and executed the merchant growth strategy for a high-growth BNPL fintech backed by a16z, Foundation Capital, and Quona. Led go-to-market, onboarding, and collections efforts to support hypergrowth and improve unit economics. Key achievements: • Developed acquisition and partner success strategy to accelerate originations—built merchant acquisition strategy, redesigned onboarding flows, and launched merchant playbooks, scaling monthly volume from $100K to $4M in under 5 months. • Structured collections strategy and operating model—built and staffed 40+ FTE call center, implemented segmentation-based workflows, and optimized contact strategy; improved recovery rate by 35% and reduced delinquency by 20%. • Supported capital raise by contributing to financial model and investor materials for $12M+ Series A.

Delivered performance transformation workstreams across diverse sectors in Latin America—banking, insurance, CPG, and energy—focused on sustainable growth, cost efficiency, and go-to-market excellence. Key achievements: • Redefined go-to-market and incentive strategy for a leading dairy company, unlocking $30M in recurring impact and capturing $7M in 3 months. • Led collections transformation for a top Colombian bank—implemented 40+ initiatives, generating $40M in savings and improving default rate by 300 bps. • Redesigned credit card retention strategy for a major bank, boosting retention by 10% in 6 months; secured and led follow-on phase of engagement.

Worked on M&A and capital raise transactions across Latin America for clients in sectors including agribusiness, mining, energy, financial, and funeral services. Built financial models, led due diligence, and prepared investor materials; regularly participated in client presentations and negotiations. Key achievements: • Advised a leading Colombian agribusiness and retail company on the acquisition of a Peruvian agribusiness (USD25M capitalization). Prepared financial model and marketing documents • Advised a leading Colombian vehicle renting company with an Equity Value of +USD30 M in the potential sale of the Company. Prepared financial models, marketing documents, and led due diligence.