Built to Convert

Tyler Lane is the CEO and Founder of Session Interactive, a Denver-based digital marketing consultancy specializing in SEO, analytics, paid search, and content strategy for mid-market and enterprise brands. With over 11 years of experience in digital marketing, Tyler leads a team of seasoned professionals who deliver data-driven solutions to help clients achieve measurable growth. Under his leadership, Session Interactive has become a trusted partner across industries such as finance, healthcare, technology, and travel, known for its strategic thinking and flawless execution.

Credit unions face a growing challenge: turning complex digital signals into practical growth strategies while competing with larger banks and changing search behavior. In this episode of Built to Convert, Tyler Lane speaks with Chad Franzen about how credit unions can use cleaner analytics, stronger local SEO, smarter paid media, and conversion-focused digital experiences to grow memberships, applications, branch visits, and long-term trust.

Tyler Lane is the CEO and Founder of Session Interactive, a Denver-based digital marketing consultancy specializing in SEO, analytics, paid search, and content strategy for mid-market and enterprise brands. With over 11 years of experience in digital marketing, Tyler leads a team of seasoned professionals who deliver data-driven solutions to help clients achieve measurable growth. Under his leadership, Session Interactive has become a trusted partner across industries such as finance, healthcare, technology, and travel, known for its strategic thinking and flawless execution.

Credit unions have a powerful story to tell, but staying relevant means making that story clear, human, and consistent at every touchpoint. In this special compilation episode of Built to Convert, Tyler Lane reflects on standout conversations with Pam Piligian, Michael Murdoch, Melanie Draheim, and Tansley Stearns about what it takes to make credit unions matter in a crowded financial landscape. They explore how marketing can communicate member value, why emotional connection matters more than price alone, and how brand, digital, and experience must work together to build trust. From mission-driven messaging to stronger member relationships, these leaders share practical insights for creating lasting relevance.

Ken McLoud is the Founder of Laconic Tech, LLC, a technology company focused on helping businesses harness the power of artificial intelligence and custom software to streamline operations, boost efficiency, and unlock growth. Drawing on his experience in AI engineering and strategic consulting, he partners with clients to design solutions that integrate smoothly with existing systems and deliver measurable business results. Ken previously worked as a Design Engineer at Ruger Firearms, where he leveraged his technical expertise to develop innovative products.

AI is everywhere — but most businesses are still struggling to turn hype into measurable results. In this episode, Tyler Lane sits down with Ken McLoud, Founder of Laconic Tech, to break down what it actually takes to operationalize AI inside real businesses. They explore why most AI projects fail to deliver ROI, how to identify the right use cases, and where AI can truly enhance (not replace) human teams. From lead generation systems to AI-powered data analysts, Ken shares practical frameworks for building AI solutions that drive revenue and efficiency without falling into common traps.

Melanie Draheim, Fox Communities Credit Union

Melanie Draheim is Chief Marketing Officer at Fox Communities Credit Union, one of Wisconsin's largest member-owned financial institutions, where she leads brand, digital marketing, analytics, and community engagement. With over 15 years of experience across highly regulated industries, Melanie has driven growth and team expansion, notably building a marketing team from three to over 14 at Network Health and spearheading impactful brand campaigns at Fox. She is recognized for her expertise in strategic growth, performance marketing, and her innovative ML Method, which blends purpose-driven storytelling with measurable performance.

Storytelling is often overlooked in financial marketing, where products and rates dominate the conversation. In this episode, Tyler Lane sits down with Melanie Draheim, CMO of Fox Communities Credit Union, to explore how human-centered storytelling can cut through commoditized offerings and drive real business results. Melanie shares how her experience in healthcare shaped her approach to marketing in highly regulated industries, why emotional connection matters more than price, and how balancing brand and performance leads to sustainable growth. From building teams to leveraging AI responsibly, this conversation highlights how marketers can create meaningful connections that convert.

Tyler Lane is the CEO and Founder of Session Interactive, a Denver-based digital marketing consultancy specializing in SEO, analytics, paid search, and content strategy for mid-market and enterprise brands. With over 11 years of experience in digital marketing, Tyler leads a team of seasoned professionals who deliver data-driven solutions to help clients achieve measurable growth. Under his leadership, Session Interactive has become a trusted partner across industries such as finance, healthcare, technology, and travel, known for its strategic thinking and flawless execution.

AI is rapidly reshaping how businesses operate, but the real advantage lies in how leaders apply it with strategic thinking. This episode explores how AI is shifting the balance from execution to strategy, challenging marketers and technologists to rethink how they work, make decisions, and drive growth. Drawing on insights from multiple experts,Tyler Lane unpacks AI fundamentals, how it's changing roles across teams, and why success depends on thinking differently — not just using new tools.

Michael Murdoch is the Vice President of Marketing at University Credit Union, a leading financial cooperative serving Southern California with a focus on member-driven banking solutions. Under his leadership, University Credit Union has advanced its brand, acquisition strategy, and digital presence, helping the credit union compete and grow in a market dominated by product parity and fintech competition. With nearly 15 years of experience in credit union marketing, Michael is known for championing storytelling, authenticity, and mission-driven brand evolution in financial services.

Michael Murdoch, VP of Marketing at University Credit Union, shares insights on how credit unions can build preference and loyalty in a commoditized marketplace where products and rates are often identical across competitors. He explores the importance of evolving from a transactional institution into a lifestyle brand, focusing on authentic marketing strategies that connect with members beyond just the products they offer. Tyler Lane hosts Michael as they discuss how credit unions can maintain their mission-driven values while achieving growth and performance.

Brian Lasonde is the Founder and CEO of PPC Boost, an agency that helps e-commerce brands scale profitably through Google and Meta ads. Under Brian's leadership, PPC Boost has worked primarily with Shopify-based brands generating $1 million to $10 million in annual revenue, and He brings over 15 years of digital marketing experience, having helped clients add millions to their top lines. An early adopter of performance marketing and e-commerce strategies, Brian is known for his expertise in paid search and his innovative use of AI tools for workflow and creative development.

Many e-commerce brands pour money into Google and Meta ads but struggle to scale profitably in an increasingly automated and AI-driven landscape. In this episode, Tyler Lane hosts Brian Lasonde, Founder and CEO of PPC Boost, to unpack what it really takes to grow from seven to eight figures using paid media. Brian shares lessons from his agency journey, common scaling mistakes, smarter measurement frameworks, and how AI is reshaping creative workflows — without replacing human strategy.

John Doherty is an agency coach and the Founder of EditorNinja, a leading content editing service that has edited over 14 million words, as well as the Founder of Credo, a marketplace connecting businesses with vetted SEO and digital marketing partners. He is a serial digital entrepreneur with a track record of building and scaling service businesses, including selling both Credo and EditorNinja, and has helped agencies generate over $50 million in trackable revenue and $250 million in leads.

Many agency owners believe their biggest problem is lead generation. But what if that's not the real bottleneck? In this episode, Tyler Lane hosts John Doherty, founder, multi-time agency builder, and now agency growth coach, to unpack the hard truths behind scaling service businesses. John shares lessons from building and selling Credo and EditorNinja, overcoming burnout, and stepping into coaching full-time. Together, they explore pricing mistakes, margin compression, founder psychology, brand building in the AI era, and why most agencies don't have a lead problem — they have a clarity and confidence problem.

Pam Piligian is the Chief Marketing Officer and Senior Vice President at Navy Federal Credit Union, the world's largest credit union serving over 15 million members with a full range of financial products and services. Under her leadership, Navy Federal has maintained industry-leading satisfaction and trust scores, and her innovative marketing strategies have helped drive large-scale member growth and brand preference. With more than 30 years of experience spanning both agency and in-house roles, Pam brings a uniquely analytical and strategic approach to marketing, blending data-driven insights with a deep commitment to member experience.

Credit unions face relentless rate competition, rising acquisition costs, and growing pressure to prove ROI — all while staying true to their mission. In this episode, Pam Piligian, Chief Marketing Officer and Senior Vice President at Navy Federal Credit Union, shares how the nation's largest credit union drives growth without sacrificing trust. From operationalizing brand promises across 15 million members to balancing brand and performance marketing, Pam breaks down how service, transparency, and disciplined testing create long-term loyalty in a commoditized financial landscape.

Tansley Stearns is the President and CEO of orsa credit union, a member-owned financial institution dedicated to delivering innovative, community-focused banking services across Michigan. Under Tansley's leadership, orsa credit union has been recognized by Forbes as a Best-in-State Credit Union, and she is known for driving transformative growth and purpose-led culture initiatives across the organization, which serves tens of thousands of members. With over 25 years of experience in the credit union industry, Tansley is passionate about fostering belonging, authenticity, and bold innovation while navigating the evolving landscape of financial services.

As the financial services landscape continues to evolve, credit unions must adapt to stay relevant and impactful. This episode dives into how credit unions can maintain their competitive edge in a digital-first world. Tyler Lane hosts Tansley Stearns, President and CEO of orsa credit union, as they explore the importance of aligning brand, digital experience, and member engagement strategies. Tansley shares her insights on leadership, cultural transformation, and how innovation with purpose can drive sustainable growth, all while navigating a highly regulated industry.