Area Lead Customer Acquisition

ING; Brussel Hoofdstad; On-site; EUR 110,000 - 160,000; Full time

Job summary

ING Belgium is seeking a Product Area Lead Customer Acquisition to own the New-to-Bank acquisition strategy and customer inflow within the Private Individuals segment. The role covers end-to-end acquisition, digital channels, performance marketing, referrals and website journeys to accelerate growth.

The holder will drive strategic leadership and transformation, manage budgets, and lead squads across acquisition, marketing, content and analytics, reporting to the Tribe Lead Growth and

Responsibilities

• Own ING Belgium’s New-to-Bank acquisition strategy and roadmap to drive new customer inflow.
• Define and execute acquisition strategies for key segments in collaboration with the Daily Banking & Brand team.
• Lead transformation initiatives to improve acquisition effectiveness from traffic to conversion.
• Drive AI- and data-driven marketing to ensure sustainable growth and performance.
• Contribute to strategic growth priorities in senior stakeholder forums.
• Own annual acquisition plans, growth objectives, KPIs and acquisition targets.
• Manage acquisition, campaign and performance marketing budgets.
• Ensure optimal allocation of resources and marketing investment returns (CPA).
• Develop business cases and strategic recommendations for growth initiatives.

Job description

Product Area Lead Customer Acquisition

Growth Tribe Belgium | Private Individuals

Mission

The Product Area Lead Customer Acquisition is accountable for ING Belgium’s New-to-Bank acquisition strategy and customer inflow within the Private Individuals segment. The role owns the end-to-end acquisition agenda for strategic customer segments including Minors & Gen Z, Starters, Expats, Member Gets Member and future growth segments, driving sustainable growth in active customers through digital acquisition, performance marketing, referral programs and customer-centric journeys on our website. The role reports to the Tribe Lead Growth.

Strategic Leadership & Transformation

• Own ING Belgium’s New-to-Bank acquisition strategy and roadmap to drive new customer inflow.

• Define and execute acquisition strategies for Minors & Gen Z, Starters, Expats and referral programs in collaboration with the Daily Banking & Brand team.

• Lead transformation initiatives to improve acquisition effectiveness throughout the full funnel from traffic to conversion.

• Drive innovation through AI, data-driven marketing, targeting and experimentation capabilities to ensure sustainable growth.

• Contribute to strategic growth priorities together with the Tribe Lead Growth in senior stakeholder forums.

Business Planning & Financial Accountability

• Own annual acquisition plans, growth objectives, KPIs and acquisition targets (Must win Battles)

• Manage acquisition, campaign and performance marketing budgets.

• Ensure optimal allocation of resources and marketing investment returns (CPA).

• Develop business cases and strategic recommendations for growth initiatives.

Leadership & Organisational Capability

• Lead Product Lead, squads and multidisciplinary experts across acquisition, performance marketing, conversion optimisation, content marketing and analytics (1 PL and 1 CPO, 5 squads, 19 direct reports and 3 functional FTE)

• Build capabilities in performance marketing, growth marketing and analytics.

Business Planning & Financial Accountability

• Own annual acquisition plans, growth objectives, KPIs and acquisition targets (Must win Battles)

• Manage acquisition, campaign and performance marketing budgets.

• Ensure optimal allocation of resources and marketing investment returns (CPA).

• Develop business cases and strategic recommendations for growth initiatives.