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AI-driven Digital Experience and Growth leader with 20+ years building systems, teams, and strategies across web, acquisition, content, product, and UX. Leads modernization and performance programs that connect measurable outcomes to pipeline and revenue. Experienced in AI transformation of content, SEO/GE0, and customer journeys—designing scalable operating models, modular content production systems, and full-funnel growth engines that improve visibility, conversion, and operational excellence.…AI-driven Digital Experience and Growth leader with 20+ years building systems, teams, and strategies across web, acquisition, content, product, and UX. Leads modernization and performance programs that connect measurable outcomes to pipeline and revenue. Experienced in AI transformation of content, SEO/GE0, and customer journeys—designing scalable operating models, modular content production systems, and full-funnel growth engines that improve visibility, conversion, and operational excellence.

Lauren MacPhail

Growth Marketer, SEO Expert, Content Strategist, +3

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AI-driven Digital Experience and Growth leader with 20+ years building systems, teams, and strategies across web, acquisition, content, product, and UX. Leads modernization and performance programs that connect measurable outcomes to pipeline and revenue. Experienced in AI transformation of content, SEO/GE0, and customer journeys—designing scalable operating models, modular content production systems, and full-funnel growth engines that improve visibility, conversion, and operational excellence.…AI-driven Digital Experience and Growth leader with 20+ years building systems, teams, and strategies across web, acquisition, content, product, and UX. Leads modernization and performance programs that connect measurable outcomes to pipeline and revenue. Experienced in AI transformation of content, SEO/GE0, and customer journeys—designing scalable operating models, modular content production systems, and full-funnel growth engines that improve visibility, conversion, and operational excellence.

Available to hire

AI-driven Digital Experience and Growth leader with 20+ years building systems, teams, and strategies across web, acquisition, content, product, and UX. Leads modernization and performance programs that connect measurable outcomes to pipeline and revenue.

Experienced in AI transformation of content, SEO/GE0, and customer journeys—designing scalable operating models, modular content production systems, and full-funnel growth engines that improve visibility, conversion, and operational excellence.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Beginner

Work Experience

Senior Growth Director: Digital Experience, SEO & Content at Sword Health

January 1, 2024 - Present

Owned the digital experience strategy for a dual-audience, regulated health-tech business. Set the vision and operating model for AI-first marketing and led cross-functional teams (dev, design, PM, content, SEO/GEO, organic channels) to ship high-performing web experiences, scalable content systems, and full-funnel programs tied to pipeline and revenue. Built an AI-driven modular content production system spanning research, drafting, optimization, and publishing to scale quality output and strengthen organic performance. Modernized the web platform by migrating to Storyblok and introducing a component-based CMS for faster launches and consistent UX. Architected a full-funnel growth engine including technical and international SEO using LLM/generative optimization, CRO, and intent-based landing experiences for both B2B and B2C. Transformed lifecycle/CRM by moving from Marketo to HubSpot and implementing product/behavior-signal-driven automation and nurture programs. Launched a holisti

Senior Director of Search, Content Marketing & Digital Experience

April 1, 2022 - December 1, 2024

Led multi-discipline digital strategy and growth marketing for a global HR technology company. Oversaw a multidisciplinary team supporting business growth, user experience, and experience optimization. Built and scaled a high-performing cross-functional team of 13 across content, website operations, personalization & testing, campaigns, and digital optimization. Drove global content strategy across online articles, lead-gen assets, webinars, and landing pages, resulting in 200%+ organic ranking growth and 50%+ YoY growth in closed-won deals. Built an AI-powered content production system to accelerate output and improve organic performance. Spearheaded strategic website migrations and led full-scale redesigns to improve site architecture, SEO performance, conversion, and user experience. Launched personalization and CRO programs to increase engagement and conversion rates by optimizing the customer journey across key touchpoints. Led global rebranding and supported digital activations

Senior Vice President, Marketing Operations and Growth at Aym a

December 1, 2017 - September 1, 2020

Led the launch and growth of Aym a’s San Francisco office, overseeing all aspects of digital strategy, experience, and operations. Drove revenue growth from $0 to $5M in under two years by delivering end-to-end digital marketing solutions for Fortune 500 clients and high-growth startups. Developed and executed comprehensive digital strategies integrating SEO, content, UX, and analytics to drive performance and enhance customer experiences. Built and managed a multidisciplinary team of 15 delivering high-impact digital projects that improved client acquisition, engagement, and overall digital presence. Clients included eBay, HP, Sephora, Udemy, British Airways, VRBO, Albertsons/Safeway, Verizon, Airbnb, and Condé Nast.

Director, SEO & Growth Marketing at Macy's

October 1, 2011 - November 1, 2017

Led a cross-functional team of 20+ to drive organic growth across macys.com. Focused on SEO, content marketing, and conversion rate optimization to boost incremental traffic and sales. Grew the function by 20–30% year-on-year and achieved $650M in annual sales. Delivered consistent YoY growth reaching $650M annual sales through organic channels. Led SEO and content initiatives resulting in double-digit growth in key product categories and transforming omnichannel performance. Collaborated with cross-functional teams to enhance site architecture and user experience, driving customer engagement and conversion.