Head of Brand, Marketing & Communications Spain & Portugal

Jordan martorell s.l.; Madrid; Presencial; EUR 90.000 - 120.000; Jornada completa

Descripción de la vacante

A leading financial services company is seeking a Head of Brand, Marketing & Communications for Spain & Portugal. This role involves developing and implementing marketing strategies, managing external communications, and leading a multidisciplinary team of around 40 professionals. The ideal candidate will have over 15 years of experience in a related field, possess strong leadership skills, and be fluent in both English and Spanish. The position promises a flexible work environment and comprehensive benefits.

Servicios

Flexible working options

Health insurance

Life insurance

Free company shuttle

Restaurant Card

Gympass Service

Pension plan after 1 month

Formación

• Minimum of 15 years’ professional experience in a similar role.
• Ability to connect communication strategy with business objectives.
• Proven track record in operating in a complex environment.

Responsabilidades

• Develop and implement communication, marketing, and brand strategies.
• Manage ING’s reputation and external communications.
• Coordinate employee communications to boost engagement.

Conocimientos

Communication

Brand Management

Strategic Thinking

Leadership

Stakeholder Management

Fluency in English

Fluency in Spanish

Educación

Bachelor’s degree in Communications, Marketing, or related field

Descripción del empleo

Head of Brand, Marketing & Communications Spain & Portugal

Madrid

Your Role And Work Environment:

We are looking for a talented and enthusiastic Head of Brand, Marketing & Communications to join our Brand, Marketing & Communications Team. This team is responsible for designing and executing the brand, marketing, and communication strategy for ING Spain & Portugal, working closely with senior management and key business stakeholders. Our approach is grounded in strategic vision, inspirational leadership, and a deep understanding of the financial services landscape, enabling us to transform business objectives into impactful and memorable brand experiences for our customers.

Your Key Responsibilities:

As a Head of Brand, Marketing & Communications Spain & Portugal you will:

Core Responsibilities

• Be responsible, together with the management team, for developing and implementing the communication, marketing, and brand experience strategy to drive business success and reinforce ING Spain & Portugal’s distinctive brand position, aligned with ING’s global brand strategy.
• Coordinate, implement, and evaluate marketing and communication strategies, plans, and programmes—both short-term and long-term—in line with global brand direction.
• Develop and manage integrated marketing and communication plans.
• Build and maintain strong relationships with the CEO, ExCo members, their management teams, and other key stakeholders.

External Communication

• Manage ING’s reputation in Spain & Portugal.
• Develop and maintain strong relationships with media representatives.
• Proactively build a positive image for ING within the financial services industry.
• Oversee the external communications plan; maintain relationships with communications agencies and ensure alignment with ING’s values, messages, and objectives.
• Define and execute a long-term plan for ING’s presence in public debate, regulatory relations, academic forums, and Spanish society at large.
• Build and maintain the Crisis Management Manual; as a member of the crisis management team, ensure effective communication with all audiences during crises (press, authorities, employees, customers, etc.).
• Plan and coordinate client events.
• Develop and supervise CRM plans in line with management team priorities.

Internal Communication

• Coordinate employee communications through various channels and tools to boost engagement.
• Actively contribute to the Internal Communications Strategy, ensuring alignment with business priorities and integration of stakeholder perspectives.
• Implement the Communication Plan, translating vision and strategy into concrete, measurable actions through creative use of communication techniques and channels.
• Provide consultancy and support for internal programmes.

Brand And Marketing

• Build ING’s brand and marketing strategic roadmap in Spain & Portugal in close collaboration with business lines and ExCo.
• Define objectives and strategies to achieve brand goals and support business objectives.
• Represent ING at the highest level with external business partners (creative and media agencies, production houses, research and insight firms).
• Coordinate marketing programmes across Retail, Wholesale, and Business Banking, working closely with business lines, functional departments, and external agencies.
• Monitor campaign progress, evaluate results, and ensure visibility to bank committees.
• Review and assess the efficiency of marketing and communication efforts.
• Manage the marketing budget in collaboration with Finance and business lines.
• Ensure compliance with corporate branding rules.
• Identify and implement new strategies and promotional activities across all areas.
• Establish and oversee the local sponsorship plan in line with ING Group policy; coordinate and monitor sponsorship activities for brand engagement.

Sponsoring And Events

• Develop and manage sponsorships and events to create delivering a superior customer experience.

Team Structure

The CMO will lead a multidisciplinary team of approximately 40 professionals, organised across four main verticals:

• Internal Communications & Public Affairs, (around 10 people), responsible for internal engagement, corporate reputation, and institutional relationships.
• Product Communications, responsible for campaign planning and go-to-market strategy across retail and digital products.
• Paid Media, managing media strategy, investment, and agency partnerships.
• Brand communications & Social Media, leading campaigns that strengthen the brand, as well as coordinating all cross-functional initiatives that support this goal. Also responsible for overseeing social media, content, and brand storytelling across digital and owned channels.

What Are We Looking For?

Want to know if this job is made for you? These are some of the qualities that we value the most for this role. And if the shoe fits… don’t hesitate to apply!

Grounded and experienced professional with a solid background in areas of Communications, Marketing & Brand, who has a strong business acumen, the ability to build trusted and effective customer relationships and a drive for delivering customer-centric solutions.

Proven ability to connect communication strategy with business objectives, generating tangible impact on reputation, engagement, and commercial results.

• Key experience / knowledge
• Minimum of 15 years’ professional experience in a similar role
• Seasoned strategic and independent thinker with vision and persuasiveness
• Proven track record in operating in a complex environment
• Ability to advise and influence C-suite as well as other levels of the organization
• Fluency in English & Spanish

Leadership / personal competencies

Inspirational leader that effectively leads through influence

Sophisticated and mature relationship style, capable of building and maintaining trust from all levels of the organization

Creating an inspirational learning environment and encouraging development

Business oriented with a strong execution drive, stress resistant and flexibility

What Do We Offer?

The time you spend at work, the challenges you face or the lessons you get are very important, but… What about your personal life? At ING we want your work to fulfill you in every way, and that is why we take care of even the smallest details.

Check out what is waiting for you!

Be flexible my friend.

Our model is all about flexibility and accountability. Keeping both our customers and our colleagues’ needs in mind, you determine together which days you work at home and which you come to ING MAD to offer your best self. Do your thing.

Restaurant Card.

So that thinking about what to have for lunch doesn’t take up your time or your cravings.

Our house will be your home.

In our offices you can find electric mobility solutions, doctor, hairdresser, gym, The Good Service (to help you with your errands) and much more!

Health Insurance.

For you and all your family (spouse/partner and children).

Life Insurance.

We help you protect what matters most to you.

Flexible Remuneration.

In addition, you will enjoy our flexible remuneration model, through a more tax-advantaged way, you will be able to access other services such as nursery, transport card, training aids…

Free Company Shuttle.

It doesn’t matter where you live. We have 6 routes (North, Central, South, A5, A42 and A6) to get you to our ING office in Madrid comfortably.

Banking Benefits.

Special loans with more beneficial conditions.

Special mortgage conditions after 6 months working at the bank.

And you can benefit from our pension plan after 1 month with us!

• More vitality and more belonging
• 360º care of the employee (physical, mental, social connection & purpose).
• Physiotherapy service on site.
• Clinics with professional, world-class athletes.

Gympass Service.

Employee Networks: Rainbow Lions (LGBTQI+), Leonas & RIÑG.

International Remote work program.

Get to know Us

We are a team of more than 1800 people sharing one idea: doing our bit in helping our clients create a better future for themselves, by providing them with the tools they need to get where they want to go.

A fully online bank where technology, innovation, simplicity and transparency are the main ingredients, and the first one to work with agile methodologies.

And although we are based in Spain, we are lucky to work in an international bank with presence in more than 40 countries.

We are proud to have a diverse team, and we are committed to continue developing a culture of Diversity, Inclusion and Belonging to foster a culture of collaboration and innovation that represents all collectives in the society.

And even though we look orange on the outside, we are green on the inside. Our ambition in Sustainability is Empowering (y)our Sustainability journey. We are embarking on our path, for us, but we are also there for when our clients decide to embark on this journey.

Making things happen, helping others be successful, always being one step ahead—that’s our DNA. If you look at yourself in the mirror and your reflection matches our way of being and working…we are looking forward to meeting you!

En ING buscamos Head of Brand, Marketing & Communications Spain & Portugal

Tu rol y entorno de trabajo:

Estamos buscando a una persona con talento y entusiasmo para unirse al equipo de Brand, Marketing & Communications.

Esta equipo es responsable de diseñar y ejecutar la estrategia de marca, marketing y comunicación para ING España y Portugal, trabajando estrechamente con la alta dirección y personas clave del negocio. Nuestro enfoque se basa en una visión estratégica, liderazgo inspirador y un profundo conocimiento del sector financiero, lo que nos permite transformar los objetivos del negocio en experiencias de marca impactantes y memorables para nuestras clientas y clientes.

Tus Principales Responsabilidades:Responsabilidades Principales

Ser responsable, junto con el equipo directivo, de desarrollar e implementar la estrategia de comunicación, marketing y experiencia de marca para impulsar el éxito del negocio y reforzar la posición distintiva de ING España y Portugal, alineada con la estrategia global de marca de ING.

Coordinar, implementar y evaluar estrategias, planes y programas de marketing y comunicación —tanto a corto como a largo plazo— en línea con la dirección global de marca.

Desarrollar y gestionar planes integrados de marketing y comunicación.

Construir y mantener relaciones sólidas con la persona CEO, miembros del ExCo, sus equipos directivos y otras personas interesadas clave.

Comunicación Externa

Gestionar la reputación de ING en España y Portugal.

Desarrollar y mantener relaciones sólidas con los medios de comunicación.

Construir proactivamente una imagen positiva para ING dentro del sector financiero.

Supervisar el plan de comunicación externa; mantener relaciones con agencias de comunicación y garantizar la alineación con los valores, mensajes y objetivos de ING.

Definir y ejecutar un plan a largo plazo para la presencia de ING en debates públicos, relaciones regulatorias, foros académicos y la sociedad española en general.

Elaborar y mantener el Manual de Gestión de Crisis; como parte del equipo de gestión de crisis, garantizar una comunicación efectiva con todas las audiencias durante situaciones críticas (prensa, autoridades, personas empleadas, clientela, etc.).

Planificar y coordinar eventos para clientes/as.

Desarrollar y supervisar planes de CRM alineados con las prioridades del equipo directivo.

Comunicación Interna

Coordinar la comunicación con empleados/as a través de diversos canales y herramientas para impulsar el compromiso.

Contribuir activamente a la Estrategia de Comunicación Interna, asegurando la alineación con las prioridades del negocio e integración de perspectivas de personas interesadas.

Implementar el Plan de Comunicación, traduciendo visión y estrategia en acciones concretas y medibles mediante el uso creativo de técnicas y canales.

Proporcionar asesoramiento y apoyo para programas internos.

Marca Y Marketing

Construir la hoja de ruta estratégica de marca y marketing de ING en España y Portugal en estrecha colaboración con las líneas de negocio y el ExCo.

Definir objetivos y estrategias para alcanzar metas de marca y apoyar los objetivos del negocio.

Representar a ING al más alto nivel con socios externos (agencias creativas y de medios, productoras, empresas de investigación y análisis).

Coordinar programas de marketing en Retail, Wholesale, y Business Banking, trabajando estrechamente con líneas de negocio, departamentos funcionales y agencias externas.

Monitorizar el progreso de campañas, evaluar resultados y garantizar visibilidad ante los comités del banco.

Revisar y evaluar la eficiencia de los esfuerzos de marketing y comunicación.

Gestionar el presupuesto de marketing en colaboración con Finanzas y líneas de negocio.

Garantizar el cumplimiento de las normas corporativas de marca.

Identificar e implementar nuevas estrategias y actividades promocionales en todas las áreas.

Establecer y supervisar el plan local de patrocinios en línea con la política del Grupo ING; coordinar y monitorizar actividades de patrocinio para impulsar el compromiso con la marca.

Patrocinios Y Eventos

Desarrollar y gestionar patrocinios y eventos para crear momentos de contacto significativos con clientela, personas interesadas y colegas, ofreciendo una experiencia superior.

Estructura Del Equipo

La persona CMO liderará un equipo multidisciplinar de aproximadamente 40 profesionales, organizado en cuatro áreas principales:

• Comunicación interna y asuntos públicos, (alrededor de 10 personas): responsable del compromiso interno, reputación corporativa y relaciones institucionales.
• Comunicación de producto, responsable de la planificación de campañas y estrategia de lanzamiento al mercado para productos retail y digitales.
• Paid Media, gestión de estrategia de medios, inversión y alianzas con agencias.
• Comunicación de marca y redes sociales, liderazgo de campañas que refuerzan la marca, coordinación de iniciativas transversales, supervisión de redes sociales, contenido y narrativa de marca en canales digitales y propios.

¿Qué Buscamos?

¿Quieres saber si este puesto es para ti? Estas son algunas de las cualidades que más valoramos para este rol. Si encajas… no dudes en postularte!

Profesional con experiencia sólida en áreas de Comunicación, Marketing y Marca, con gran conocimiento del negocio, capacidad para construir relaciones de confianza y efectivas con clientes/as, y orientación a soluciones centradas en las personas.

Capacidad demostrada para conectar la estrategia de comunicación con los objetivos del negocio, generando impacto tangible en reputación, compromiso y resultados comerciales.

• Experiencia y conocimientos clave
• Mínimo 15 años de experiencia profesional en un rol similar.
• Pensamiento estratégico, independiente, con visión y capacidad de persuasión.
• Trayectoria demostrada en entornos complejos.

Capacidad para asesorar e influir en la alta dirección (C‑suite) y otros niveles de la organización.

• Dominio de inglés y español.