Agency Leadership in the Age of AI and Digital Transformation With Natalie Henley

Built to Convert

Natalie Henley is the CEO of Volume Nine, a Colorado-based digital marketing agency specializing in organic growth strategies such as SEO, content marketing, and organic social media. Under her leadership, Volume Nine has become a recognized staple within the SEO community, serving national brands and earning accolades such as being named one of Denver's most influential young professionals. Natalie is known for her data-driven approach, speaking at prestigious industry events like Digital Summit and Denver Startup Week, and for her candid insights on the evolving landscape of digital marketing and agency leadership.

In this episode…

The pace of digital change can make even the most seasoned marketers feel like the ground is constantly shifting. One year it is about perfecting your SEO strategy, the next it is surviving the chaos of social, and now AI is rewriting the rules again. So how do you lead an agency when the playbook keeps changing?

According to Natalie Henley, a longtime leader who has weathered multiple eras of agency transformation, the answer starts with perspective. She believes the real throughline in all the noise is not tactics or tools but the discipline of understanding what your clients truly need. Drawing from her experience leading teams through algorithm upheavals, Covid disruptions, and the rise of generative AI, she explains why adaptability beats certainty and why branding and relationship building matter more than ever. Natalie also shares how the explosion of AI "experts" is creating more confusion than clarity and why curiosity and skepticism must go hand in hand.

In this episode of Built to Convert, host Tyler Lane is joined by Natalie Henley, CEO of Volume Nine, to discuss what it really takes to lead an agency in a rapidly evolving digital world. They explore how SEO and organic social now intersect, what clients actually want from reporting, and how AI is reshaping both opportunity and misinformation in the industry. Natalie also gives advice on building client relationships that stand the test of time.