Brand Marketing Director

Kacy McDaniel Roseberry * ****.********@*****.***

KACY MCDANIEL ROSEBERRY, MBA

404-***-**** (C)

****.********@*****.***

ACCOMPLISHED MARKETING PROFESSIONAL

SUMMARY OF QUALIFICATIONS

An award winning branding professional with a proven track record in leading strategic best in class dynamic

brand and web experiences. Well versed in all aspects of cultivating cross functional teams that produce

successful, integrated strategies.

AWARDS AND RECOGNITION

● Captain's Choice Award IHG Web Quarterly Award Aug 2014 & Nov 2014

● Silver HSMAI Adrian Award Digital Integrated Marketing Campaign Nov 2013

● Silver HSMAI Adrian Award Digital Marketing Social Media Campaign Nov 2013

● Online Marketing Campaign of the Year American Business Awards Jun 2012

● Gold Magellan Award Travel Weekly Sep 2012

● PhoCusWright Young Leader Nov 2012

● Gold Online Marketing Award W3 Sep 2012

● Silver HSMAI Adrian Award Advertising Repositioning Campaign Nov 2012

● Silver HSMAI Adrian Award Digital Marketing Social Media Campaign Nov 2012

● Second Place Campaign in over 300,000 Circulation Category – INMA 2007

● Third Place Campaign in over 300,000 Circulation Category – INMA 2008

● Explorer Annual Award – Tribune Corporation 2007

● Employee of the Month – Tribune Corporation May 2006 & April 2007

● Quarterly Award Winner – Tribune Corporation Oct 2006 & Apr 2007

PROFESSIONAL HISTORY

Intercontinental Hotels Group, Atlanta, GA 2011– present

Manager, Product and Program Manager

Global Sales and Marketing Program Manager

Web Merchandising Manager (Holiday Inn Family of Brands)

Astral Brands, Atlanta, GA 2008 2011

Senior Brand Manager (CosMedix, Results Rx, Aloette

Marketing Manager (CosMedix, Results Rx)

Create Communications/Taylor Corporate Membership Director 2007 2008

Orlando Sentinel Communications/Tribune Corporation Product Marketing Consultant 2005 2007

Grendha Shoes Corporation Marketing & Tradeshow Coordinator 2004 2005

KEY PROFESSIONAL ACHIEVEMENTS

Strategic Development

● Developed long term strategic vision for the CosMedix luxury beauty brand. Identifying the unique selling

proposition, building the brand story and integrating it throughout the organization. Including packaging,

product development, retail merchandising, e commerce website development, educational training

Kacy McDaniel Roseberry 2 ****.********@*****.***

materials, training tools, sales B2B marketing promotions, B2C marketing promotions and more. Resulting

in 5% year over year growth during economic downturn while managing a team of 28 and reducing

expenses to make the organization more profitable.

● Utilizing psychographic segmentation data, developed three year strategy for re branding the Orlando

Sentinel newspaper product. Utilized strategy to oversee team that developed and launched a large scale,

mass media campaign resulting in increased year over year newspaper subscriptions while the entire

industry was suffering rapid and significant declines in this category.

● Directed long term vision for reinvigorating the Aloette brand, sku rationalization, new product launches,

home show experience design and new sales consultant recruiting strategies driving increased sales and

customer engagement.

● Leading a large cross functional team to redefine our 9 of the IHG brands with a vision to to create

uniquely differentiated websites, improve customer first impressions and drive loyalty.

Campaign/Launch

● Developed strategic organization Guarantee to combat misconceptions around direct hotel pricing,

implemented and managed IHG’s award winning Best Price Guarantee program, resulting in 12% higher

conversion and 9% increase in spend per session across multi billion dollar branded websites, while

increasing program awareness by 34% post launch.

● Acquired Holiday Inn family of brands websites at $3.6 million below goal in 2011 and brought the sites to

$72.7 million above goal in just 8 months, by overseeing merchandising and strategic site development

initiatives

● Redefined CosMedix sales approach resulting in securing new premiere retail locations in line with the

CosMedix brand including Saks Fifth Avenue Spa, Nieman Marcus Spa, QVC and CVS’ Beauty 360.

● Drove marketing communications strategies around verified Guest Ratings and Reviews globally across all

of IHG websites resulting in over $100 million in incremental revenue to IHG websites and surpassing

TripAdvisor in the monthly number of Reviews for IHG hotels in one year.

Social Media/Public Relations

● Increased company’s social media membership to the Create Network by 314%, increased website unique

visitors by 178% and increased website page views by 195%.

● Created free night Twitter contest for IHG’s Best Price Guarantee resulting in 88% increase in followers for

Holiday Inn brand and press roadshow resulting in over a billion media impressions.

● Managed Product Placement Firm for high fashion footwear brand resulting in placements on celebrities

like Brittany Spears, Mischa Barton and Rachel Bilson photographed in the product.

● Responsible for all aspects of PR Firm management, including annual PR plan. mailings, editor giftings

and more, resulting in large placements like the NY Times Style section and Nylon magazine.

EDUCATION

● Master’s in Business Administration, University of Central Florida Dec 2008

● Bachelor’s of Science in Marketing, University of Central Florida May 2004

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