Transforming Credit Union Marketing for Growth and Trust With Pam Piligian

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.