Since joining the Scottsdale-based builder in 2015, McCarty has shifted the company’s outreach from standard industry advertising to unconventional brand partnerships. Her team’s work includes the "Killer House" sweepstakes with Liquid Death and the "Homes Built for Real Life" campaign, both designed to resonate with homeowners beyond basic floor-plan specifications. These initiatives prioritize emotional connection, moving the brand into lifestyle territory.

Beyond branding, McCarty has overseen the development of digital tools allowing prospective buyers to explore, personalize, and reserve homes entirely online. Zonda President Jeff Meyers noted that her strategy successfully bridges the gap between customer experience and business growth. This recognition follows McCarty’s appearances on the 2025 Forbes Entrepreneurial CMO 50 and Business Insider’s 2024 list of innovative marketing leaders. She will receive the award at Zonda’s upcoming Accelerate Summit in Park City, Utah.