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Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper sit down with Kacy Roseberry, Senior Vice President of Marketing at Hornblower Group, to explore what it takes to connect brand, customer experience, technology, and commercial strategy in an increasingly AI-driven world.
Drawing on more than two decades of experience across hospitality, travel, and global brand leadership, Kacy explains why the strongest marketing organizations start with a clear understanding of the business, the customer, and the opportunity rather than jumping straight into technology. For Kacy, AI is most valuable when it strengthens an existing growth strategy and helps organizations make better decisions, move faster, and create more connected customer experiences.
This conversation explores how marketing leaders can bridge the gap between brand strategy and business performance, using customer insight, data, digital commerce, lifecycle marketing, and personalization to drive measurable growth.
Toby, Jasper, and Kacy also discuss the evolving role of the CMO, the importance of aligning teams around a shared commercial vision, and why successful transformation requires more than new technology.
This episode offers a practical perspective for marketing and commercial leaders looking to use AI and digital transformation to build stronger brands, improve customer experiences, and create sustainable enterprise growth.
What You’ll Learn:
Why AI should support a clear business and growth strategy rather than become a strategy itself
How CMOs can connect brand building with measurable commercial performance
The role of customer insight in identifying new growth opportunities
How AI, data, and MarTech can transform customer experiences and digital commerce
Why personalization and lifecycle marketing are becoming critical commercial capabilities
How global brands can balance consistency with customer and market relevance
What it takes to lead enterprise transformation across complex, matrixed organizations
How marketing leaders can build stronger partnerships across commercial and business functions
Why human judgment remains essential as AI becomes more deeply embedded in marketing
Kacy Roseberry is Senior Vice President of Marketing at Hornblower Group, where she leads brand, growth, customer experience, digital transformation, and commercial strategy. With more than 20 years of experience, she has helped shape some of the world's most recognized hospitality brands and destinations, including Holiday Inn, InterContinental, Kimpton, the Statue of Liberty, Ellis Island, Angel Island, and Alcatraz.
At Hornblower Group, Kacy has spearheaded digital and AI transformation across customer-facing channels serving more than 20 million passengers annually, while leading a cross-functional team of more than 100 professionals. Her leadership focuses on turning complex business challenges into clear growth strategies and building the capabilities required to execute them at scale.
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Episode Highlights and YouTube Chapters:
- [00:00:00] Intro
[00:07:48] How Discovery Shapes Brand Love
[00:10:19] Connecting Brand Strategy To Measurable Growth
[00:15:33] Why AI Personalization Still Needs Human Oversight
[00:20:52] The Challenge Of Personalizing Content At Scale
[00:24:06] How AEO Is Changing Brand Discovery
[00:33:32] What Agentic Commerce Could Mean For Marketers
[00:37:54] Why Human Experiences Still Matter Most
Episode Resources:
