Our Team

Our Leadership and People

ProFun has assembled a proven team of international and local professionals that allows us to work seamlessly, bringing a world-class international perspective to projects all over the globe. Experienced in both planning and managing entertainment, corporate, and cultural attractions, our team provides developers and owners with a combination of skills, experience, and local knowledge unmatched in the market today.

Brad Merriman

A partner with the firm, Brad has been at ProFun since 1996. In addition to his general company leadership responsibilities, Brad’s focus is on business development and strategy. With a broad background in finance and operations, as well as first-hand experience in theme park mergers and acquisitions, Brad has represented ProFun on 6 continents and lead company efforts in China, UAE, Qatar, and the Pacific Rim and on projects ranging from small museums to large, multi-component developments like Yas Island, Resorts World Genting, and Doha Oasis. Brad is a frequent speaker at industry events and, until recently, has been a 12-year member and former Chairman of the THEA Awards Nominating Committee.

Mike Oswald

Mike is the head of ProFun’s global attraction management and the Saudi Arabian office, where he oversees the planning, pre-opening, and operations of a variety of innovative and record-breaking theme and water park projects. His career with ProFun began in 2008 when he took on the role of General Manager at Yas Waterworld Abu Dhabi. During his six years in Abu Dhabi, Mike successfully led Yas Waterworld and Ferrari World to achieve record attendance and revenue, with Yas Waterworld being named the World’s #2 Waterpark by the LA Times and the Middle East’s Leading Tourist Attraction in 2013. After returning to the U.S. in 2014, Mike became a Partner and has since spearheaded the planning and opening of numerous groundbreaking projects worldwide. His passion for theme and water parks dates back to his early career as a lifeguard at Raging Waters Los Angeles in 1991.

Salah Elatrash

A Partner at ProFun since 2021, Salah’s multifaceted background spans attraction design, production, and development, coupled with expertise in general management, finance, and budgeting. Focused on projects in Saudi Arabia, Salah has played a crucial role in overseeing operational design and operations planning for multiple iconic entertainment projects in the Kingdom. Serving as a project sponsor, he supervised the design and construction of various entertainment and cultural attractions in the UAE, including The Shindagha Museum and At The Top Burj Khalifa.

Beyond ProFun, he contributes to several entertainment and tech companies as a board member.

Ray Giang

Since joining ProFun in 2007, Ray has ascended to the role of Partner, leaving a lasting mark on the company’s trajectory. His strategic vision has been pivotal in steering the expansion and successful rollout of projects such as Crayola Experience and Electric Playhouse, alongside other ventures tied to intellectual property. Ray’s impact is further evident in his role shaping long-term growth strategies. He has also directed pricing and packaging strategies for numerous clients, resulting in substantial revenue upticks while maintaining a delicate balance with brand and access goals. A few of the prominent clients Ray has worked with include Space Center Houston, Meow Wolf, Liberty Science Center, Hershey’s Chocolate World, Georgia Aquarium, Philadelphia Zoo, and Longwood Gardens.

Jim Higashi

Jim is a highly experienced professional with an impressive tenure at ProFun since 1995, currently holding the esteemed position of Partner. Armed with a robust educational background in Information Systems Management from the University of San Francisco, Jim brings a sophisticated skill set and wealth of knowledge to the table. His expertise shines particularly in the realms of museums, cultural experiences, brand centers, and location-based entertainment. Jim has played a pivotal role in the operational and business planning of prominent brand centers, including World of Coca Cola, Jameson, Raiders, Johnnie Walker, Warner Bros. Studio Tour – The Making of Harry Potter, Absolut, Jeep, and CNN. Noteworthy contributions extend to revenue enhancement, expansion planning, capacity planning, and comprehensive business strategy for respected institutions such as the Aquarium of the Pacific, Shedd Aquarium, National Aquarium, and the Seattle Aquarium.

Ron Merriman

Ron is a dynamic professional who has been an integral part of ProFun since 2010, currently holding the position of Senior Vice President with the firm. Armed with a Master of Business Administration in Corporate Strategy & Organizational/Operational Management from the University of California Berkeley, Ron brings a comprehensive skill set and wealth of experience to the firm. His journey with ProFun includes opening and operating as the General Manager of the Shanghai-based office, before assuming the role of Vice President of Strategy. Ron has a proven track record in delivering strategic and operational planning for new attraction development projects. His portfolio includes collaborations with renowned clients such as Chimelong Group (China), New World Development (HK), KOP Entertainment (Singapore), and the Harbin International Snow & Ice Festival. Additionally, Ron has excelled in providing business and operational planning for IP-licensed projects, working with industry giants such as Hasbro, the National Basketball Association (NBA), Discovery Communications, SONY, and Ripley’s.

With over 30 years in attraction and resort development, Joel brings a wealth of knowledge in operations, marketing, and strategic planning expertise to ProFun since 2011. His leadership as Senior Vice President has been instrumental in overseeing operations planning, development, and management services for large-scale projects across China, Vietnam, Malaysia, and Qatar. Prior to ProFun, Joel spent 18 years at Universal Studios Hollywood, where he played a key role in its transformation into a premier destination, holding leadership roles in operations and marketing. Following Universal, Joel joined DreamWorks Animation, establishing and leading the location-based entertainment department, driving licensing opportunities and creative development globally.

Chris Van Der Merwe

Joining the ProFun team in 2018, Chris brings a wealth of knowledge and experience. With a career spanning more than two decades in the theme park and hospitality industry, Chris commenced his journey in 1998 as a Cultural Representative Attractions host within the WDW International Programs for the pre-opening team of Disney’s Animal Kingdom Park at the Walt Disney World Resort in Orlando, Florida. Notable among his projects is his role in providing operational input and business planning for large-scale theme and waterpark projects at Qiddiya (KSA).

Lester Silverio

As a Director at ProFun since 2023, Lester has played a key role in offering operational input and contributing to business planning for multiple large-scale theme and waterpark projects at Qiddiya (KSA). His prior experience includes leading operational design and operations for an iconic entertainment project at Rua Al Madinah (KSA). Notably, Lester has a track record of success as the Director of Operations for Meryal Waterpark in Doha (Qatar), where he managed operational departments during preopening. Additionally, he played a crucial role in the pre-opening operational planning for F&B, Retail, and Operations at Doha QUEST, a major indoor theme park in Doha (Qatar).

David Ciciora

Joining ProFun in 2012, David has been instrumental in numerous new theme park projects, providing invaluable technical services spanning the design, construction, and operational phases. His extensive background includes a tenure in technical services management at distinguished theme parks like Ferrari World Abu Dhabi, Universal Studios, Legoland, Morey’s Pier, and Hard Rock Park. In these roles, David excelled in managing both existing attractions and overseeing the installation of new ones. Committed to professional development, he is an engaged member of industry organizations, including IAAPA, AIMS, and ASTM.

Peter Stapp

Since joining ProFun as a Director in 2013, Peter has played a pivotal role in the firm’s success. Noteworthy projects in his portfolio include providing operational input and contributing to business planning for large theme and waterpark projects at Qiddiya (KSA) and leading operational design and operations planning for the iconic entertainment project at Rua Al Madinah (KSA). Peter has also lent his expertise to planning and design input for a new major theme park in Oklahoma, USA, and provided operational insights into the concept and schematic design for The RIG (KSA). His proficiency extends to business and design planning for Doha QUEST, a major indoor theme park in Qatar. Prior to his role at ProFun, Peter served as a General Manager for Qiddiya, where he worked on multiple attraction projects in Saudi Arabia (KSA).

John MacDonald

With ProFun since 2004, John boasts an extensive career in the themed entertainment and museum industry. He commenced his professional journey at Knott’s Berry Farm, holding various positions before transitioning to an independent consultant role. During this period, he contributed to noteworthy projects such as Yamay Resort in Thailand, Pacific Park in Santa Monica, and engagements with the U.S. Navy. John is actively engaged in providing operational input and business planning for multiple large theme and waterpark projects in Saudi Arabia, His wealth of experience encompasses involvement in every project undertaken by ProFun, offering expertise from development through pre-opening, training, and beyond grand openings.

Amber Watson

Amber has been a pivotal member of ProFun since 2018, currently holding the respected position of Vice President. With a rich background in theme parks, Amber has a portfolio of impressive accomplishments. She headed the setup and launch of a major IP-branded attraction for Sony in Chicago, showcasing her expertise in operational design and execution. Amber played a vital role in an iconic entertainment project for Rua Al Madinah (KSA), contributing operational insights during the concept and schematic design phases for The RIG (KSA). Her managerial expertise was evident in successfully overseeing the setup and operation of Prince’s Paisley Park in Minneapolis, MN, and the NFL Raiders Stadium Tour in Las Vegas, NV. Amber’s strategic vision extends to business and design planning for noteworthy projects such as Doha QUEST, a major indoor theme park in Qatar, the City of Tracy Waterpark in Tracy, CA, and the Mahanakhon Skywalk in Bangkok, Thailand.

Kenny Wagener

Kenny brings over 40 years of invaluable experience in the theme park and attractions industry. Currently holding the position of Vice President, Kenny has been with the ProFun team since 2003. His extensive expertise shines through various accomplishments, including providing operational planning and advisement for the successful launch of the $450 million Gilder Center expansion of the American Museum of Natural History in New York. Kenny has served as a marketing and operations advisor for Space Center Houston, contributed to the opening advisory team for Kiewit Luminarium in Omaha, NE, and played a pivotal role in pricing and packaging recommendations for the National World War II Museum in New Orleans, LA. Prior to working with ProFun, Kenny held various management positions, including working as the Development Director at Whimsy and as Director of Marketing at Charm Company.

Jami Thomas

Joining the team in 2015, Jami has held a significant role at ProFun as Senior Associate. Jami’s expertise in data analytics and reporting provides her clients with a holistic understanding of their business and supports key management decisions for optimizing performance and maximizing revenues. She specializes in developing comprehensive business and operating plans, financial reports, capacity studies, attendance projections, and pricing strategies for global leisure-time developments. Her versatile portfolio spans private not-for-profit organizations, corporate brand centers, and commercial theme parks. Noteworthy projects include monthly data tracking and annual attendance and revenue projections for both the Natural History Museum of Utah and the Field Museum, in Chicago; pivotal operating analyses to support the Aquarium of the Pacific’s $53-million expansion in Long Beach, California; and business and design planning for both the Johnnie Walker Prince Street Experience in Scotland and the Jameson Bow St. Distillery Tours in Ireland.

Joey Secard

In 2022, Joey became a valuable member of ProFun, bringing a solid foundation in financial management and business analytics. His expertise shines in providing meticulous data analysis across various project types, such as pricing and packaging strategies, operational planning, financial modelling, and capacity studies. Joey’s project portfolio spans both for-profit and non-profit sectors, with a particular focus on museums and science centers. Noteworthy projects include delivering an operating & business plan for the relocation of Pretend City Children’s Museum in Irvine, CA. Additionally, he demonstrated innovation by developing and implementing a real-time data reporting Microsoft PowerBI dashboard for The Natural History Museum of Utah in Salt Lake City, UT. Beyond that, Joey has actively contributed to the business and operational planning for unique IP-branded experiences across the United States.

Allie Friedman

Having joined ProFun as an Associate in 2023, Allie brings a wealth of experience in business planning and operations. At ProFun, she has played a key role in various internal projects, including helping with the successful execution of the ProFun rebrand. Allie’s background encompasses several General Management positions, where she demonstrated her expertise in strategic and operational planning.

Samir has extensive experience in the waterpark and entertainment sector, holding key roles in both operational and guest services management. He has served as Preopening Director of Guest Services for Meryal Waterpark in Doha and Commercial Manager for Saraya Aqaba Waterpark in Jordan. Additionally, he has contributed to the successful openings of Yas Waterworld and Ferrari World in Abu Dhabi. His background includes significant management roles at Miral Experiences and within the Jumeirah Group, showcasing his expertise in enhancing guest experiences and operational efficiency.

Steven brings over a decade of international experience in attraction and theme park operations, currently serving as Director of Attraction Operations Advisory at ProFun. He has held senior leadership roles across leading destinations including Snow Abu Dhabi, Ferrari World Abu Dhabi, and Global Village Dubai, overseeing large-scale operations, pre-openings, and strategic development initiatives. With expertise spanning general management, guest services, and project delivery, Steven has led high-profile projects such as the launch of Snow Abu Dhabi and key operational leadership for major attractions and roller coasters. A graduate of Glasgow University in Leisure Management, he combines operational excellence with a strong foundation in strategic planning and team leadership.

Alistair brings over 15 years of experience in theme park and attraction operations, with a strong track record in leadership, pre-openings, and large-scale project delivery. As Director of Attraction Operations Advisory at ProFun, he leverages senior roles with Miral Experiences, Majid Al Futtaim Entertainment, Merlin Entertainments, and The Escapade Group, where he progressed from Ride Operator to Head of Park Operations and Senior Project Manager. Alistair has led and delivered major launches and expansions across the UK and Middle East, including Warner Bros. World Abu Dhabi, Ferrari World Abu Dhabi, Magic Planet, and the first Activate site in the region. A PMP-certified professional with Lean Six Sigma credentials, he combines operational excellence with strong commercial and budgetary management expertise.

Ludwig is a strategic operations and learning leader with extensive experience across aviation, hospitality, healthcare, and retail environments. As Director of Learning and Development at ProFun, he draws on senior leadership roles including Co-Founder and Senior Managing Director of a CX consultancy, Head of Operations in large-scale catering, and Manager of International Lounges at Etihad Airways. He has designed and implemented national customer experience strategies, led multi-site operations through complex periods including COVID-19, and embedded leadership and service excellence programs across diverse sectors. With a background in International Hospitality Business Management, Ludwig combines operational insight with a strong focus on customer journey design and organizational capability development.

Jake Oswald is an Associate at ProFun with a background in GIS and spatial data management, holding a Master of Science in Spatial Data Management from the University of Southern California. He brings experience across distributed energy, smart-home integration, carbon markets, and operations analytics, previously serving in GIS and analytics roles at EthergyX, Yeep, and Laconic Global. Jake specializes in spatial analysis, data visualization, and project implementation, helping translate complex data into actionable insights and streamlined processes. His work bridges technical execution and business strategy, supporting efficient operations and scalable growth across projects.

Abdulelah Khoshaim is an Associate at ProFun with extensive experience in event operations, hospitality, and large-scale project execution. With a background in marketing and a strong foundation in logistics and team leadership, he has supported major international events including Formula 1 and the FIFA Club World Cup, overseeing guest services, wayfinding, VIP operations, and on-the-ground delivery. Abdulelah brings a hands-on, solutions-oriented approach to managing vendors, coordinating teams, and ensuring seamless guest experiences across sports, government, and corporate environments. His expertise in operations planning and service excellence enables him to drive high-performance execution across complex, high-profile projects.

John Hawkins is a Technical Specialist at ProFun with a background in mechanical engineering and advanced manufacturing, holding a BEng (Hons) from the University of Sunderland. He brings extensive experience in ride installation, maintenance, and project delivery, having previously served as a Project Engineer at Interlink LG across international locations, including Saudi Arabia. John specializes in troubleshooting, quality control, CAD design, and team leadership, ensuring complex ride systems are delivered and maintained to the highest operational standards. His practical, solutions-focused approach supports safe, efficient performance across theme park and water park environments.

Joining the ProFun team as an Associate Consultant in April 2024, Raju brings over a decade of invaluable experience in the theme park industry. His journey commenced at Ferrari World Abu Dhabi in 2010, where he was part of the pre-opening Operations team. By 2012, Raju transitioned to the Business Excellence team, where his exceptional contributions played a pivotal role in establishing and enhancing the organization’s management systems and processes. Representing renowned entities such as Ferrari World Abu Dhabi, Yas Waterworld, Warner Bros. World Abu Dhabi, CLYMB, and Qasr Al Watan, Raju excelled in his role as Business Performance Manager, driving significant advancements and achievements.

Jhumur is an experienced Safety and Security Manager with a strong background in managing protocols for high-profile events and property openings. She played a critical role in overseeing safety and security for the G20 event at The Suryaa in New Delhi, India. In Qatar, she served as the Preopening Safety & Security Manager for Rixos Qetaifan & Meryal Waterpark, where she developed risk assessments and led security operations for Qetaifan Beach Fest, which welcomed FIFA World Cup guests. Jhumur also held the Preopening and Opening HSE & Security Manager position at Hilton Salwa Beach Resort & Villas/Desert Falls Water & Adventure Park, the first Hilton-branded waterpark. Furthermore, she facilitated the opening of five sister properties within IHG Hotels in India, ensuring safety compliance as a Regional Risk Champion. Her expertise in safety protocols, risk management, and operational compliance makes her a valuable asset in the hospitality and events industry.

Burhan Hanif is the Finance Director at ProFun, bringing over a decade of international experience in financial leadership, strategic planning, and corporate governance. A Chartered Accountant with a Master’s in Commerce, he has held senior finance roles across multinational organizations including Canon Saudi Arabia, Alstom Transport, Samsung C&T, and Ernst & Young. Burhan specializes in financial transformation, capital structuring, and performance optimization, leading initiatives that drive profitability, strengthen liquidity, and enhance operational resilience. His strategic, data-driven approach supports sustainable growth and long-term value creation across complex, high-growth environments.

Ibtisam Alotaibi is a Senior Finance Associate at ProFun with a strong foundation in financial reporting, accounting operations, and compliance. Holding a BBA in Finance from Shaqra University, she brings experience from roles at Canon Saudi Arabia and Dawadmi General Hospital, where she supported financial analysis, sales coordination, and departmental reporting. At ProFun, Ibtisam contributes to accurate financial reporting, invoice processing, reconciliation, and internal controls, helping ensure transparency and operational efficiency. Her detail-oriented and collaborative approach strengthens financial processes across the organization.

Joann is a skilled Document Controller with extensive experience in managing documentation processes across multiple industries. Most recently, she served as a Senior Document Controller at Saad Al Kaabi Steel and Aluminum Company, following her role as an Officer in Document Control at Boom Construction. She has also held document control positions at Hyundai Engineering & Construction and Fox Pole Enterprise, where she honed her skills in managing, organizing, and securing project documents. Joann is proficient in a variety of software tools, including MS Office Suite, Nitro, and project management applications like Aconex, Primavera Oracle, Sharepoint, PMIS, and PMWeb, making her highly capable of supporting complex project documentation needs.

Robert Baldwin

With an extensive background in leisure entertainment marketing and sales, Bob Baldwin boasts a remarkable 30-year career at The Walt Disney Company, serving in various marketing, sales, and operating capacities. For two decades, Bob played a pivotal role in managing Disney’s direct marketing programs, overseeing the globally renowned Magic Kingdom Club (MKC) for Parks and Resorts. His responsibilities spanned CRM activities, membership and affinity programs, corporate sales, magazine publishing, and direct response. Bob’s global perspective expanded during Disney’s openings of Tokyo Disneyland and Disneyland Paris, where he led an international team of marketing and sales professionals. At ProFun since 2000, Bob leverages his expertise to audit clients’ marketing, sales, and ticketing activities, offering strategic recommendations for enhancements. His initiatives focus on a comprehensive approach to maximize market penetration, attendance, guest loyalty, and per capita expenditures.

Our Team