Kacy Roseberry
"The key to unlocking growth lies in understanding complexity and in seeing opportunity through noise."
Driven by customer curiosity and a keen ability to decode complex challenges using data, I develop strategic growth plans, shape compelling stories that influence the organization and mobilize high-performing teams that deliver measurable business impact.
I am a commercial growth and transformation executive with more than 20 years of experience leading customer-first growth strategies across hospitality, media, CPG, and high-growth PE-backed businesses. Throughout my career, I have helped scale revenue, modernize customer engagement, and drive digital transformation by connecting strategy, technology, data, and operational execution.
My background spans digital product strategy, eCommerce, sales, customer experience, marketing, MarTech, contact centers, revenue strategies and enterprise commercial transformation. Over the years, I have supported more than $46B in revenue across 100+ countries and helped deliver scaled solutions across 8,000+ locations worldwide.
At IHG, one of the world’s largest hotel companies, I led digital product strategy during a period of rapid growth that scaled to $6B in annual digital revenue. I helped deliver industry-leading guest innovations at enterprise scale including Mobile Room Key and Digital Check-In, led the development of IHG’s award-winning mobile application, and helped shape digital customer engagement and recovery strategies through COVID.
Across my career, I have led growth initiatives spanning pricing and revenue strategy, loyalty and customer engagement, AI-driven marketing decisioning, personalization, digital commerce, lead optimization, and MarTech modernization. This includes pioneering hospitality’s first member-exclusive pricing strategies and developing customer-focused offerings designed to increase conversion, loyalty, and lifetime value.
I am passionate about building modern growth engines powered by data, experimentation, advanced technologies, and deep customer insight. Known for servant leadership and cross-functional collaboration, I build high-performing teams and help organizations evolve quickly in an increasingly AI-driven commercial landscape.
Impactful Leadership & Growth
+$400M
YoY Revenue Growth
Achieved for IHG's Digital Channels
+18%
YOY Increase
In IHG app revenue
119%
Digital Revenue Surge
At Service Corporation International (SCI)
90%
Employee Engagement
IHG Annual Engagement Survey
+34%
Improved Conversion
Hornblower - Statue of Liberty Website
+2X
Lead Conversion Rate
Service Corporation International (SCI)
Servant Leadership and Collaboration
I’m a servant leader who believes in leading through trust, empathy, and empowerment with clear goals. I invest care in people their growth, their voices, and their ability to thrive. My approach to transformation leadership is rooted in building authentic connections and aligning teams around a shared vision that we can deliver at pace.
- I lead with empathy, trust, and a commitment to empowering people.
- Prioritize building relationships, developing talent, and fostering psychological safety.
- Enable agility and resilience by removing barriers and creating clarity in fast-paced environments.
- Drive cross-functional alignment through storytelling and collaboration.
I scale organizations by cultivating trust, purpose, and a growth mindset—believing that empowered teams drive business success.
Optimizing Performance Through Testing
Customer behavior isn't always rational, I’ve championed experimentation as a way to uncover unexpected insights, validate assumptions, and challenge convention. This has meant standing up the tools, processes, teams, and organizational mindset needed to embed experimentation into the core of how we operate—transforming testing from a tactic into a strategic advantage that drives revenue and innovation at scale.
- Established multivariate testing program at SCI and Hornblower. Boosting lead volume by 26% and growing conversion by 34%.
- Increased website revenue by 60% year-over-year. Surpassed targets significantly.
- Achieved 7% year-over-year increase in floral revenue AOV. Demonstrating precise optimization capabilities.
Leveraged data-driven insights for measurable improvements. Consistently exceeded key performance indicators.
Brand Differentiation as a Loyalty Driver
Case Study: Creating differentiation led to increased loyalty and improved bookings.
OPPORTUNITY: Crafted a tailored digital experience reflecting IHG’s diverse brand portfolio, enabling guests to easily discover the hotel that best fits their unique preferences.
STRATEGY: Enhanced tools and resources to achieve 80% reusability across 11 branded websites, enabling scalable delivery of unique, brand-specific experiences.
SOLUTION: Overhauled tools, design and customer experience.
- Replatformed CMS to Adobe Experience Manager
- Introduced responsive design
- Launched 11 new websites in 18 languages.
- Brought updated brand guidelines to life through cohesive, consistent digital experiences.
- Enhanced loyalty program integration to drive member engagement and seamless user journeys.
IMPACT: Redesigned brand websites for Holiday Inn, InterContinental, Crowne Plaza, Hotel Indigo, and others led to a 3% uplift in RevPAR and a 50% surge in mobile bookings, driven by enhanced user experience and responsiveness. The improved digital journeys also fueled a 30% increase in IHG Loyalty program enrollments, strengthening long-term guest engagement and value.
+30%
Program Enrollments
IHG's Loyalty Program
+3%
RevPAR
Revenue Per Available Room at IHG
+50%
Mobile Bookings
IHG's Mobile Websites
IHG Mobile Application Rebuild
Case Study: Moderninzing IHG's mobile application create competitive differentiation and drove customer engagement.
OPPORTUNITY: IHG’s 10-year-old mobile app, built on outdated infrastructure, couldn’t meet post-COVID digital demands. A full rebuild was launched to modernize the platform and deliver faster, more personalized experiences.
STRATEGY: Establish competitive advantage launching high-impact contactless features tailored to the hotel experience—creating meaningful differentiation and a digital competitive edge post COVID.
SOLUTION: Rebuild IHG’s mobile app following a thorough rationalization of all features, aligning the experience with evolving guest needs including Mobile Key and Digital Check-In/Out at scale while rebranding IHG One Rewards program. Building over 2,000 new screens in under a year.
IMPACT: IHG’s new mobile app launched in 2022 and became their fastest-growing digital channel, accounting for 58% of all digital bookings. Revenue generated via the mobile app grew 30% and 20% increase in app downloads compared to 2019 levels.
58%
IHG's Digital Revenue
+30%
Revenue Growth
Compared to IHG's 2019 (Pre COVID)
+20%
App Downloads
Compared to IHG's 2019 (Pre COVID)
MarTech Transformation
Case Study: Rapid, comprehensive digital transformation delivered exceptional commercial growth.
OPPORTUNITY: Recognizing shifting consumer expectations after stagnating lead growth a need was identified to evolve our digital customer engagement approach.
STRATEGY: Reimagine the digital journey to create seamless, personalized experiences that deeply resonate with target customers and drive sustained engagement.
SOLUTION: Overhauled digital experience and MarTech powering that experience.
- Transitioned CRM
- Integrated CDP
- Optimized digital experience
- Overhauled customer journey
- Boosted organic search
- Brought paid media in-house
IMPACT: Significant pre need revenue growth from $100M to $219M in two years supporting overall shareholder value and impact to the business.
+119%
Revenue Growth
SCI's PN Revenue Growth in 2 years.
+2X
Lead Conversion Rate
Customer self scheduled appointments.
+19%
Increase in AOV
PN contracts increased in order value.
Skills & Accolades
Key Skills
- Strategic Planning & Execution
- Revenue Growth & Cost Savings
- Team Building & Leadership
- Agentic Product Development
- UX & New Product Development
- Commercial Strategy
- Revenue Growth
- Growth Transformation
- Go-to-Market Strategy
- Pricing & Revenue Strategy
- Customer Growth Strategy
- P&L Leadership
- Sales Leadership
- Digital Commerce
- Loyalty & Retention Strategy
- Customer Lifecycle Management
- Customer Acquisition & Conversion
- Lead-to-Sale Optimization
- AI Integration & Data-Driven Decisions
Awards & Recognition
- Webby Award - People's Choice Best Travel App (2024)
- Webby Award - People's Choice Best User Experience (2024)
- Webby Award - Judge's Selection Best Travel App (2024)
- JD Power Highest in Customer Satisfaction (2019)
- IHG Organizational Award (2017)
- Captain's Choice Award (2014 & 2016)
- HSMAI Adrian Award Winner (Multiple)
- Stevie Award - Online Marketing Campaign of the Year (2012)
- Phocuswright Young Leader (2012)