Built to Convert

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. About the Episode 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. About the Episode 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. About the Episode 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. About the Episode 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. About the Episode 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. About the Episode 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. About the Episode 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.

Yash Ranadive is the Founder and CEO of Videoselz, a platform that helps brands boost conversions by showcasing user-generated content and product videos directly inside their Shopify stores. With prior leadership roles at Meta, Yash has helped drive billions in impact, and his current company recently earned the Built for Shopify badge, which is achieved by less than 2% of apps on the platform. A seasoned engineer with over 17 years of experience, Yash is a serial entrepreneur who has built and scaled multiple startups, drawing inspiration from process-driven approaches and a deep passion for quality. About the Episode Video is becoming one of the most powerful tools in e-commerce, and AI is accelerating that shift faster than most brands realize. In this episode, Tyler Lane hosts Yash Ranadive, Founder and CEO of Videoselz, to explore how immersive content, personalization, and leadership lessons from Meta are shaping the future of online shopping. Yash shares insights from building multiple startups, leading engineering teams at scale, and why brands should focus on AI-driven customer engagement before the spatial computing wave fully arrives.

Mallory Russell is a fractional MarComms and content leader with over 15 years of experience building high-impact, full-funnel content strategies. Formerly VP of Global Integrated Content Marketing and Strategy at Square, she led initiatives that transformed the company's approach to organic growth through storytelling, SEO, and cross-channel strategy, growing organic search to more than half of inbound traffic within her first year. Known for pioneering innovative content programs at high-growth tech and mission-driven organizations, Mallory unifies brand, performance, and organic discoverability across emerging platforms. About the Episode As AI accelerates content creation and channels continue to multiply, standing out has never been harder. Tyler Lane sits down with Mallory Russell, former VP of Global Integrated Content Marketing at Square, to unpack what high-impact content really looks like in the AI era. They explore how integrated strategy, thoughtful use of AI, and a deep focus on audience needs can turn content from a volume game into a true growth engine.

Daniel "Dan" Male is the Co-founder of Mariner11, a marketing services company that helps small- and medium-sized businesses sharpen their positioning, compete with enterprise brands, and build sustainable growth through integrated search and brand strategy. With a background in senior agency leadership at MRM McCann and extensive experience as a solo consultant and fractional CMO, Dan has helped Mariner11 quickly establish itself as a strategic partner for ambitious SMEs since its founding in 2023. He is passionate about leveling the playing field for smaller brands, leveraging both creative and analytical approaches to brand marketing, and guiding clients through the evolving impacts of AI on digital marketing. About the Episode Small and midsize businesses are facing a rapidly shifting competitive landscape as AI lowers barriers to entry and accelerates commoditization. In this episode, Tyler Lane hosts Daniel Male, Co-founder of Mariner 11, to discuss how SMEs can compete more effectively by leaning into brand strategy, prioritization, and integrated marketing. Daniel shares his journey from agency leadership to entrepreneurship, unpacks how AI is reshaping search and content, and explains why distinctive brands — not shortcuts — will be the differentiator in the AI era.

Sarah Foley is the Director of Brand Marketing at the University of Denver, where she leads efforts to shape the university's reputation and drive brand engagement in the highly complex world of higher education. With a background that spans agency account management and in-house marketing leadership, Sarah has spearheaded innovative brand health monitoring programs and overseen integrated campaigns across content, social, and paid media for an institution with a significant graduate student population. About the Episode Brand marketing in higher education comes with extended decision cycles, decentralized teams, and ROI that's difficult to quantify. In this episode, Tyler Lane sits down with Sarah Foley, Director of Brand Marketing at the University of Denver, to unpack how brand awareness, sentiment, and trust drive real outcomes over time. Sarah shares her journey from agency life to higher ed, how DU measures brand health beyond applications and clicks, and what long-funnel marketers in any industry can learn from higher education's complex ecosystem.

Trey Sheneman is the Founder of Herald, a brand strategy firm that helps mission-driven organizations achieve predictable growth through clearer messaging, stronger conversions, and revenue-focused marketing. Under his leadership, Herald has delivered its proprietary COMPASS Method to over 100 clients, boasting an 88% success rate in improving clients' business performance in the quarter following their engagement. Trey brings 15 years of experience working with renowned brands such as John Maxwell and Dave Ramsey, and he hosts the 10-Minute Masterclass podcast, where he shares actionable growth insights. About the Episode Mission-driven companies often have deep conviction but struggle to translate that purpose into scalable, predictable growth. In this episode, Tyler Lane sits down with Trey Sheneman, Founder of Herald and creator of the COMPASS Method, to unpack how strategic clarity, disciplined focus, and trust-driven leadership unlock sustainable growth. Trey shares his journey from ministry to marketing, lessons learned from working with brands like John Maxwell and Dave Ramsey, and how his framework helps founders align vision, messaging, offers, and channels without losing authenticity or values

Brian Halligan is the Co-founder of HubSpot, a leading software company that helps businesses grow through inbound marketing, sales, and customer service solutions. Under Brian's leadership, HubSpot scaled from a startup to a $30 billion enterprise, pioneering the inbound marketing movement and empowering over 100,000 customers worldwide. Brian's AI clone, launched on Delphi, enables users to interact with Brian's expertise in real time, providing insights on growth, leadership, and strategy. About the Episode This episode takes a unique turn as Tyler Lane and Dr. Jeremy Weisz interview an AI clone of HubSpot Co-founder Brian Halligan. Together, they explore how AI is reshaping marketing, SEO, leadership, and customer acquisition. Drawing from Brian's philosophy and experience scaling HubSpot, the conversation unpacks timeless leadership lessons, the future of inbound marketing in an AI-first era, and how founders, marketers, and agencies can adapt without losing authenticity.

Lisa Larson-Kelley is the Founder and CEO of Quantious, a New York-based marketing agency specializing in strategy, emerging technology, and digital enablement for enterprise clients. Under her leadership, Quantious has grown to a 26-person remote team, earned recognition as an Inc. 5000 honoree, and was named one of AdWeek's Fastest-Growing Agencies. Lisa is also an accomplished tech educator, Vistage member, and instructor on platforms like Skillshare and Pluralsight, with a passion for bridging the gap between creativity and technology in marketing.  About the Episode In this episode, Tyler Lane sits down with Lisa Larson-Kelley, Founder and CEO of Quantious, to explore how blending creativity, technology, and culture fuels sustainable agency growth. They discuss Lisa's career journey from designer to agency leader, how marketing enablement bridges strategy, process, and execution, and why flexibility is critical for creative teams. The conversation also dives into navigating enterprise complexity, building a strong remote culture, and using AI to remove friction — not creativity — from modern marketing workflows.

Brad Hendrickson is the Chief Client Officer and Partner at Magnetic Creative, a leading branding and marketing agency specializing in helping consumer packaged goods (CPG) companies discover their "true north" through strategic brand building and storytelling. With over 15 years of agency and CPG expertise, Brad has played a pivotal role in Magnetic Creative's growth, contributing to the agency's expansion to a global team of over 120 and hundreds of clients, while supporting some of the world's most recognized brands. An entrepreneur at heart, Brad brings a unique perspective from his experience across agency leadership, CPG brand strategy, and early-stage investing, making him an expert in breaking down silos between marketing, sales, and retail execution. About the Episode In a crowded marketplace full of products promising unique experiences, how can a brand truly stand out? According to Brad Hendrickson, the answer lies not in just having a great product, but in creating a brand that resonates emotionally with its audience. With his extensive experience in creative partnerships and CPG brand strategy, Brad emphasizes the importance of understanding your customers' needs, behaviors, and motivations. He explains how combining creativity with data-driven insights and building a strong community can lead to long-term brand growth and loyalty. Join Tyler Lane as he sits down with Brad to discuss how brands can balance storytelling with data, why community-building is essential, and how agencies are leveraging AI without compromising creativity.

Scott Leeper is the Director of Community at Vistage Worldwide, a global executive-coaching and peer advisory organization that supports CEOs and business leaders in small to midsize companies. He helps build and scale leadership communities that bring together experienced executives for coaching, strategic thinking, and peer support. With extensive experience fostering networks and aligning teams around shared purpose, he guides community growth without sacrificing trust or authenticity. Scott's work strengthens leadership across industries by enabling meaningful connections and better business decisions. About the Episode Sometimes growth comes from bold strategy, and other times it comes from simply getting people to show up for each other. Brands and leaders alike are trying to build spaces where connection actually means something, especially as audiences become more selective and technology accelerates faster than culture can keep up. How do you create a community that scales without losing its soul? According to Scott Leeper, the answer begins with clarity, authentic storytelling, and intentional alignment across teams. He shares how thriving communities form when people feel understood, see immediate value, and have ownership in the journey. Scott and host Tyler Lane break down how to scale communities, unify fractured teams, and preserve human connection in an AI-driven world — while making community a catalyst for smarter decisions and stronger leadership.

Jason Cormier is the Founder of AI Marketing Forum, where he helps organizational leaders, marketers, and agency owners leverage artificial intelligence to radically increase business and career value. Previously, Jason co-founded Room 214, one of Boulder's most respected digital agencies, which grew to $5M in revenue and worked with leading brands like Verizon, Adobe, and Samsung. He is a bestselling author, executive coach, and the creator of the Mutual Intelligence framework for AI education, and is passionate about building supportive communities that accelerate AI literacy and real-world learning. About the Episode AI tools are exploding, and marketers are drowning in options. The challenge isn't adopting AI — it's choosing what actually matters. In this episode, Tyler Lane interviews Jason Cormier about cutting through the noise, focusing on essentials, and building AI habits that drive meaningful business outcomes. Jason explains why most marketers are stuck in "the problem of too many," how to get more out of tools like ChatGPT, and why directive intelligence — the partnership between your expertise and AI — is the future of modern marketing.

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. About the Episode The digital landscape is evolving faster than ever, and agencies are feeling the pressure from every direction: AI hype, shifting metrics, changing client expectations, and the slow dismantling of Google's search dominance. In this conversation, Natalie Henley joins host Tyler Lane to break down what agency leaders really need to focus on right now. From the relationship between SEO and social, to the rise of AI "experts," to the enduring importance of authentic client relationships, Natalie shares a grounded and refreshingly honest look at what actually drives long-term success.

Jesse McCabe is the Director of Marketing at Bigeye, an enterprise data observability platform that helps companies ensure data reliability across their pipelines and teams. With a career spanning senior marketing roles at top SaaS and data companies like Fivetran and Techstars, Jesse has led go-to-market launches, scaled teams, and driven growth in highly technical spaces; at Bigeye, he leads a nimble marketing team within a fast-evolving B2B startup. He brings a growth architect mindset, a track record of scaling startups, and deep expertise in leveraging analytics, customer insights, and cross-functional collaboration to solve complex marketing challenges. About the Episode Growing a marketing engine in a highly technical environment can feel like building a plane mid-flight. As data accelerates and expectations rise, teams must adapt without losing grip on what truly matters. Tyler Lane hosts Jesse McCabe to unpack how strong fundamentals, clear customer insight, and cross-functional alignment lay the foundation for consistent, scalable marketing in data-driven organizations. They explore the evolving role of analytics, why personas still matter, and how to integrate AI as an enhancer rather than a replacement.

Matt McKenzie is President of Alloy Digital, a digital product development firm that builds custom software and solves complex business challenges for enterprise clients. He is also the Founder of Meaningful AI, which focuses on creating AI-native applications for businesses. With over 15 years of experience, Matt has helped Alloy Digital deliver impactful solutions across industries such as automotive, insurance, and healthcare, and has recently expanded his influence through Meaningful AI and co-ownership of Deploy, an AI talent solutions company. He's passionate about applying behavioral economics to technology and is a recognized connector in the tech community, organizing the TECHS AND THE CITY event series and collaborating with top Silicon Valley AI talent. About the Episode AI is moving faster than most companies can keep up with. Some leaders see its transformative potential, while others hesitate — unsure how to start safely or strategically. In this episode, Tyler Lane sits down with Matt McKenzie to explore how curiosity, education, and governance drive meaningful AI adoption. Matt shares practical advice for avoiding "pilot purgatory," building data readiness, and creating innovation that aligns people, process, and technology.