Digital Marketeer (Customer Journey Expert)

We are looking for a (digital) Campaign/Sales Marketer to help us further develop and operationally implement the marketing strategy focused on business banking. You will do this based on your can-do mentality: tackle, experience, learn, improve. You know the customer's needs and know how to respond to them in order to achieve the desired preferential position with the customer. You dare to experiment and make mistakes. You are used to working in a target-driven sales environment, where you set and achieve challenging targets. With your creativity and guts, you regularly come up with new ways to achieve your target.

o You understand better than anyone how to make (sometimes) complex matters simple and appealing to our customers. You understand how customers move through our digital channels and can easily spot (data-based) and implement improvements.

o You know our business products and can therefore create the most successful campaigns, increasing our product sales and helping us attract more business customers to ING.

o You also know better than anyone how to convincingly communicate propositions to our customers. Whether in our app, via e-mail, display, video or on-site, you know how to engage customers.

o You will take the lead within the team on pre-defined marketing channels and key topics, which makes you the go-to person for all external stakeholders within the bank as well as for the other members of the team. Which channels (paid, SEO, Owned,…) and which topics (acquisition, xsell, reactivation, churn,…) will be define together with the team lead.

What are you going to do?

• You will design and track customer journeys and create and deliver relevant products, marketing and/or channel strategies with a focus on marketing, taking decisions based on customer data, being responsible for business outcomes, and coordinates with relevant internal and/or external stakeholders, in order to design new and continuously improve existing customer experiences.

• Your team (Digital Sales Business) is responsible for optimizing (potential) customer engagement through data driven campaigning and offering the most relevant and personal customer experience. Next to this, innovation in the field of digital sales needs to be evangelized within the Business Banking tribe and to other teams (bankers, customer service teams,…) within ING.
• As Digital Marketeer, you strengthen your squad by your experience in business and functional analysis, experienced stakeholder management, clear & concise communications, contributing to collaborative and effective team performance, and a natural affinity with the strategic and tactical roadmap of your department (‘tribe’). You will work with the product owner to prioritize business and information needs, and accordingly translate them into an analytical approach.
• As Digital Marketeer, you understand how a client interacts with ING, via the different communication channels. You will assist designing and constructing customer journeys that ensure the best possible interaction with our customers, in tune with the specificities of each communication channel.
  • Explain and document the business/user requirements.
  • Process of engaging with stakeholders and maintaining good relationships with them
  • Provide data / analytical support for the stakeholders’ actions
  • Identify, analyze, and interpret trends or patterns in results using Adobe (Test&target, Adobe Analytics) or Google Analytics, …
  • Communicate these recommendations to the stakeholders using both analytical and business jargon when appropriate (written and oral)
  • Keep track of innovation and trends within the work field and make sure we stay ahead in personalized digital marketing.
  • Make sure we develop an experimental mindset with our stakeholders, so future decisions can be more data driven.
  • Explore how other companies in the same sector or another sector solve the same user need.

How are you successful?

You are commercial, entrepreneurial, have a passion for the customer, but certainly also for the field of marketing and sales. You are data-driven, not afraid to work in a complex organisation. You are a colleague with a talent for taking it on and making ithappen, enthusiasm for helping others to be successful and a knack for always being a step ahead. In other words, you strive to bring fresh ideas to life and embrace challenges in a fast changing and complex environment. You are a naturally collaborative person who listens and invests in others to achieve common goals. You love to challenge the status quo and are eager to propose creative solutions to problems.

Summarized, we expect this from you:

• 5-10 years of experience within digital marketing and sales
• You make decisions based on data and you are analytically strong
• You have broad knowledge of digital channels and do the necessary to continuously grow your knowledge
• Enhancing the customer and employee experience is what gets you going: you get energized by assisting the business providing an excellent customer service.
• Be analytical: extremely curious, constantly looking for an explanation; analyzing sharply, concise & to the point
• Evolution, innovation and testing is part of your DNA. You are interested in how our world (and customers) evolve and translate that into the continuous improvement of our processes and communication channels.
• You get things done. With a ‘yes-we-can’ attitude, with due respect for process and risk management.
• Work with small iterations, continuously improve, continuous feedback loop within team
• Take ownership on tasks assigned: you will be cultivating digital sales within the bank
• Be able to influence and convince not only peers but also the stakeholders based on analytical results
• Be capable to take decisions at tactical level and therefore build a trusted relationship with your team members and your stakeholders
• Experience with a/b testing and experimenting, content mgmt systemen, Google ads, generative AI, Adobe RTCDP and Adobe Analytics
• Excellent knowledge of English, and either Dutch or French
• You hold a Master’s degree or similar by experience