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Kacy Roseberry

"Growth begins with listening. By understanding the voices of customers, stakeholders, and employees, we uncover the insights that shape stronger brands, unlock new opportunities, and create strategies that matter."

Known as a trusted leader for navigating the most complex challenges, aligning diverse stakeholders, and transforming opportunities others see as difficult into measurable results. Driven by curiosity and an ability to identify opportunities through data and insight, I develop strategies that bring clarity to ambiguity, create compelling narratives that inspire action, and mobilize high-performing teams to deliver meaningful business impact.


Global brand, marketing, and commercial growth executive with 20+ years of experience catapulting brands to new heights by turning customer insight, compelling storytelling, and innovative experiences into measurable growth. From iconic global brands to high-growth businesses, I connect creativity, culture, and digital innovation to build meaningful customer relationships, strengthen brand relevance, and drive commercial performance. My experience includes transforming marketing into social-first growth engines and creating high-impact brand collaborations with artists including Keith Urban and the Jonas Brothers.

A collaborative, hands-on leader who brings creative vision and commercial discipline together to inspire teams, elevate customer experiences, and deliver results. My track record spans digital commerce, mobile, loyalty, and customer engagement, including helping IHG’s mobile app generate 58% of digital bookings, increasing mobile bookings by 50% through redesigned brand websites, and growing loyalty enrollments by 30%. I believe the strongest brands make people feel something—and turn that connection into lasting growth.

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)

536%

Social Engagement

Hornblower - Statue, Alactraz, Niagara & NYC Ferry

+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 IN DIGITAL

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

SOCIAL MEDIA TRANSFORMATION

Case Study: Leveraging social media content creators, influencers and partnerships to turn iconic consumer brands into engaging digital experiences.

OPPORTUNITY: Reimagined how iconic visitor attractions connect with consumers by shifting the focus from destination promotion to experiences worth discovering, sharing, and remembering.

STRATEGY: Leverage compelling audience- first designed social content that brought each destination's unique character, history, and experiences to life, strengthening the connection between the brand and its audiences.

SOLUTION: Build a content creation team aligned to audience first content that highlights each desitination.

  • Create Consumer Connection
  • Integrated Social Marketing
  • Outcome Focused

IMPACT: Transformed social media into a powerful, social-first brand engagement engine, generating 4B impressions, increasing engagement by 536%, and doubling followers in only 3 months time. Elevated iconic consumer-facing brands, including the Statue of Liberty and Alcatraz, through compelling storytelling and immersive digital experiences that dramatically expanded reach, deepened audience engagement, and strengthened brand connection.

+536%

Social Engagement

Statue City Cruises and Alcatraz City Cruises Social Handles

+4B

Social Impressions

Across all social platforms.

+2X

Social Followers

Statue City Cruises and Alcatraz City Cruises Social Handles


IHG LOYALTY APP 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)