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Area Lead Customer Development and Retention

  • REQ-10123441
  • 22/10/2026
  • Customer Journey
  • Bruxelles, Belgique
  • ING Bank


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Product Area Lead Customer Development & Retention

Growth Tribe Belgium | Private Individuals


Mission

The Product Area Lead Customer Development & Retention is accountable for ING Belgium’s end-to-end customer development agenda across the Private Individuals segment, owning the strategic direction, execution and transformation of customer development, engagement and retention. As a senior leader within the Growth Tribe, the role owns strategic business outcomes, must-win battles, long-term capability development, investment prioritisation and overall customer growth performance. The role reports to the Tribe Lead Growth.


Strategic Leadership & Transformation

  • Own the Customer Development & Retention strategy, roadmap and outcomes.
  • Lead transformation initiatives across customer development, engagement, retention and digital sales.
  • Shape business planning, resource allocation and performance marketing investment decisions.
  • Drive innovation through AI, analytics, personalisation and digital growth capabilities.
  • Represent the domain in strategic decision-making forums together with the Tribe Lead Growth.

Business Planning & Financial Accountability

  • Own annual business plans, objectives, KPIs and strategic priorities (Must win battles) with regard to primary mobile customer development, cross-buy and active customers.
  • Manage significant investments and budgets across digital sales campaigns, performance marketing and retention capabilities.
  • Ensure resource optimisation and sustainable commercial value creation.
  • Provide strategic performance recommendations to senior management and executive stakeholders.

Leadership & Organisational Capability

  • Lead a Product Area consisting of 2 Product Leads, multiple squads and multidisciplinary experts (25+ direct and 10 functional resources).
  • Build organisational capabilities, succession plans and talent development frameworks.
  • Coach Product Leads and senior experts while building a high-performance culture.
  • Drive alignment, prioritisation and execution across interconnected growth initiatives.

Customer Growth & Commercial Ownership

  • Own customer development, digital sales, engagement, retention, cross-sell and customer value outcomes (CPA).
  • Own senior-management KPIs and Must-Win Battles contributing to ING Belgium commercial performance.
  • Lead proactive churn prevention and customer engagement programmes using analytics and behavioural insights.
  • Establish best-in-class experimentation and analytics capabilities.

Stakeholder Leadership

  • Influence decisions across Product, Channels, Marketing, Communications, Analytics, Customer Intelligence and Private Individuals as a broader organisation.
  • Present business cases, performance outcomes and strategic recommendations to senior leadership and executive stakeholders.

Risk, Regulatory & Governance Leadership

  • Act as accountable senior leader for first-line risk management activities within the area in alignment with Tribe Lead Growth and risk stakeholders.
  • Ensure regulatory, compliance, privacy and governance requirements are embedded in all customer growth activities of the Area.

Experience & Competencies

  • Master’s degree or equivalent.
  • 15+ years leadership experience in commercial growth, customer lifecycle management, digital sales or transformation.
  • Track record leading managers and multidisciplinary organisations in complex matrix environments.
  • Demonstrated ownership of strategic planning, marketing investment management and transformation delivery.
  • Strong executive influencing, stakeholder management and organisational leadership capabilities.
  • Excellent communication and storytelling skills, with the ability to engage audiences from specialist to executive level.
  • Strong ownership mentality and results-oriented leadership style, assertive
  • Background in Agile ways of working within Tribes, Areas and Squads.
  • Highly data-driven.

Reporting Line and Classification

The Customer Development & Retention PAL reports hierarchically to the Tribe Lead Growth and operates within the Growth Tribe.

The role leads the Customer Development & Retention Area and is accountable for the strategy, delivery, evolution of this Area.


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Questions? Just ask
Paulina Cupriak

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Chez ING, nous voulons libérer tout le potential de nos collaborateurs, grâce notamment à une culture inclusive où tout le monde peut se développer et avoir un impact sur nos clients et sur la société. Nous veillons à ce que la diversité, l'équité et l'inclusion soient prioritaires. En tant qu'employeur souscrivant au principe de l'égalité des chances, nous ne tolérons aucune forme de discrimination, qu’elle soit liée à l'âge, au sexe, à l'identité sexuelle, à l'origine culturelle, à l'expérience, à la religion, à la race, à l'origine ethnique, au handicap, aux responsabilités familiales, à l'orientation sexuelle, à l'origine sociale ou à tout autre statut protégé par la législation. Si vous avez besoin d'aide lors du processus de candidature et/ou d'entretien, veuillez contacter le (la) recruteur(se) du poste concerné. Nous serons heureux de vous accompagner pour garantir un processus équitable et accessible. Apprenez-en plus sur notre engagement en faveur de la diversité, de l’inclusionet de l’appartenance.

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