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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.


I am a brand, growth, and transformation executive who builds the bridge between customer insight, brand strategy, and business performance. For more than 20 years, I have helped organizations define what their brands stand for, evolve their portfolios, modernize customer experiences, and create growth engines that deliver measurable impact across hospitality, travel, media, CPG, and high-growth businesses.

Throughout my career, I have had the privilege of stewarding and transforming some of the world’s most recognized brand experiences from Holiday Inn, InterContinental, Kimpton, and Six Senses to iconic destinations including the Statue of Liberty, Ellis Island, Niagara Falls, and Alcatraz. Each brand carries a unique promise, history, and customer expectation; my role has been to uncover what makes each distinctive, strengthen its relevance, and translate that purpose into experiences that drive connection and growth.

My approach starts with listening to customers, stakeholders, employees, and the market to uncover the insights that clarify where brands can own a winning position. I combine brand architecture, customer strategy, data, technology, and commercial execution to create differentiated positioning, align organizations around a shared vision, and turn strategy into action.

Across my career, I have influenced more than $48B in revenue across 100+ countries and 8,000+ locations, leading transformations spanning portfolio strategy, digital commerce, customer experience, AI-driven personalization, MarTech, loyalty, and enterprise growth. At IHG, I shaped the digital expression and customer experience strategy for an 11-brand global portfolio, helping scale digital revenue to $6B annually while delivering award-winning innovations including Mobile Room Key, Digital Check-In, and the IHG Mobile App.

Known as the leader organizations turn to when challenges are complex and alignment is difficult, I bring clarity to ambiguity, build trust quickly, and unite diverse teams around a shared ambition. People value my ability to listen, connect perspectives, and create environments where teams are empowered to challenge, collaborate, and deliver. I believe the future belongs to brands that combine human insight with technology—using data, experimentation, and AI to create experiences that are more relevant, personal, and valuable for customers and businesses alike.

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)