Our Leadership Team

Prior to founding Made in the Shade, Cathy enjoyed an accomplished career in marketing management and secondary education. After working in Corporate America for a number of years, Cathy quickly realized that the rigid structure and travel demands were not for her. Upon the urging of her husband, Cathy retired from teaching to assist with his home-based flooring business. She quickly realized that home interiors was her destiny and added window fashions to their flooring offering and the rest became history!

Cathy realized that the success of the Made in the Shade (MITS) organization and franchisees would be accomplished not just from selling premium quality products but through an absolute dedication to the success of franchisee and a commitment to provide clients an exemplary buying experience. Cathy created a unique family culture which lives on today through her son, Josh Morse, who is the current CEO of Made in the Shade.

Josh worked for his family’s flooring business while attending UTSA, where he graduated with a BBA degree in Finance. He decided post-college to continue his pursuit in the family business as he realized the earning potential and enjoyed the freedom and flexibility it offered. When window coverings were added to the mix, Josh discovered that he shared a mutual excitement about this industry and it quickly became a favorite part of his offering. Josh is a passion-driven and successful entrepreneur and carries on his mother’s values of franchisees and customers come first.

The path that lead to Josh becoming the CEO of Made in the Shade was through owning and operating his own franchise in San Antonio with his wife Jessica. Together they built a top Made in the Shade franchise within the MITS system and rank in the top three sales performers year after year. Having lived in the franchisee’s shoes provides Josh a clear vision of what takes to build a successful Made in the Shade business and consistently shares that wisdom with MITS Franchisees.

In his leisure time, Josh enjoys playing tennis and basketball and watching his favorite sports teams, particularly the San Antonio Spurs and Houston Texans. He resides in San Antonio, TX with his wife Jessica and their 2 children.

Jess is very passionate about a healthy lifestyle and also received her certification in nutritional therapy during her spare time. Josh and Jess were high school sweethearts and she is now blessed with two kids, Lily and JJ. She enjoys working in the family business with her husband and extended family which helps run the local franchise.

Matt and his wife Christina have three amazing children. He loves soccer, swimming, and playing the piano with his kids.

Lori brings over 20 years of experience in the window fashions industry and over 30 years as a business owner. She started in 2001 with a window fashions franchise in Denver’s south suburbs and became Vice President of the same franchise from 2011-2021, selling her franchise in 2015. Since 2021, she has also served as Vice President of Operations for a window replacement company. Lori is passionate about helping future entrepreneurs achieve their business ownership dreams.

In 2024, Lori joined Made In The Shade, valuing the power of business ownership and the company’s family-owned culture. She believes the franchise, with over 130 locations in the U.S. and Canada since 2013, offers a great entry into the home service industry.

As the Director of Training and Development at Made In The Shade, Lori enjoys guiding prospective franchise owners and supporting the Home Office team.

A Colorado native, Lori loves the outdoors, family time, theater, sports, and traveling. She and her husband also own a local business in New York’s Hudson Valley.

Lupe brings a wealth of skills and education to her role. She has a Bachelor of Arts in Communications and a minor in Psychology from Purdue University. She is a co-founder of the first Hispanic Sorority at Purdue; Delta Phi Mu Sorority.

Lupe is a native of Indiana, but has resided in San Antonio, TX since 2005 with her now adult son and daughter and her three adorable fur babies. She is an avid KC Chiefs football and White Sox baseball fan and enjoys dancing, listening to music and giving all glory to God.

Kori is a seasoned digital marketing strategist with with nearly three decades of experience, ranging from freelancing and agency ownership to high-impact roles as a Chief Marketing Officer and Chief Digital Strategist in the corporate sector. Kori holds a Master’s in Technical Communication and has earned three certifications from Harvard Business School in Data Science and AI for Business. Currently pursuing a PhD, Kori combines extensive industry experience with advanced academic insights to drive innovative marketing strategies that deliver measurable results.

Noah serves as the Digital Marketing Manager at Made in the Shade, leveraging his experience from digital marketing agencies to drive brand growth. With a Bachelor’s in Advertising from Texas Tech University, Noah excels in crafting data-driven campaigns that boost online visibility. His ability to translate market insights into effective strategies is instrumental in enhancing the brand’s digital presence.