Lead Media, Marketing Intelligence & Production House

The opportunity
At ING Belgium’s Communications, Brand and MarCom department, we aspire to be the most impactful, collaborative and forward-looking community in our field. Driving reputation, brand and internal engagement, we help ING to win the trust and admiration of all our key stakeholders, and to be the most appealing banking partner for those who want to make a difference for people and planet.
The ING brand is one of the strongest brands in the industry in Belgium, well known for its sustainable and customer centric approach and with a solid reputation. To maintain and further build the strong position of ING, having a data-driven and fact-based approach is key for our activities.
We are looking for a Lead for the Media Management, Marketing Intelligent & Production House team. As Lead you will be responsible for enabling the local and effective media setup, establishing analytics, insights and reporting capabilities for brand, marketing and communications that will help the organisation translate them into strategic actions. The Lead will combine an engaging and motivating personality with analytical skills and comprehensive marketing, communications and business understanding.
The team
The Media Management, Marketing Intelligent & Production House teams are responsible for measuring and maximising effectiveness through insights-driven creativity and locally optimised use of media.
Media Management team oversee the E2E paid media activities for a specific product/segment of ING Belgium. They constantly work on maximizing campaign impact, in close cooperation with our media and creative agencies.
Marketing Intelligence team drive the development and dissemination of critical brand and consumer insights to support strategic decision-making across ING for internal and external customers.
Production House team being the strategic creative partner for ING BE, combining brand expertise, strategy, and creativity to deliver impactful in housed marketing communication assets.
As a lead, your role will involve engaging senior stakeholders, enhancing business growth through strategic paid media plan, innovative research methods, creative-excellence and fostering a consumer-centric, data-driven culture. You will partner closely with brand and communications experts as well as teaming up with sales / analytics teams and media and research agencies.
Roles and responsibilities
Roles and responsibilities of the Lead Media Management, Marketing Intelligent & Production House team:
Key Responsibilities:
Team Management: Develop and manage the team leads and experts, continuously seeking ways to enhance their skills.
Stakeholder Engagement: Be the PoC to the senior leaders and create trustworthy relationships via excellent interpersonal skills.
Efficiency and effectiveness: Create a marketing effectiveness framework and ensure maximizing ROI and follow marketing budget closely to get the best impact with available budget.
Collaboration: Collaborate with internal and global teams and engage with industry leaders to bring innovative practices and tools to ING Belgium.
Core Tasks:
Media Management:
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Drive effective media management to meet brand and business goals
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Oversee local media operations and agency performance
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Guide media buying to drive efficiency and effectiveness and execute audits to ensure competitiveness.
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Manage the relationships with the local and global media vendors.
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Be open for new innovative tools & approaches
Marketing Intelligence:
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Define shared KPIs and measure brand, consumer, and competition analytics to understand / report the performance, brand positioning, and future trends.
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Drive customer obsession by uncovering drivers, barriers, needs, and expectations of ING and non-ING customers, act as thought leader to let bank take corrective actions.
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Help the bank to understand better use of internal communication channels, ensuring alignment with global roadmaps and continuous measurement for effectiveness.
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Implement advanced tools and technologies in respective areas under MI (e.g., MMM, AI) to enhance predictive capabilities and standardize tools for efficiency.
Production House:
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Staff the team with freelancers who are good at translating business objectives into compelling creative solutions.
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Push the team to achieve high standards in design, copywriting, messaging, and storytelling by exploring new formats and tools to enhance ING’s communication.
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Optimize processes to ensure faster delivery without compromising quality.
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Measure the costs and ensure to keep it cost efficient when compared to external agencies.
How to succeed
We hire smart people like you for your potential. Our biggest expectation is that you’ll stay curious. Keep learning. Take on responsibility. In return, we back you to develop into an even more awesome version of yourself.
We’re looking for a data and analytics passionate leader who can set up and drive the Media Management, Marketing Intelligent & Production House teams forward. Key capabilities are:
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Strong experience and passion for both traditional and digital media;
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Great understanding of marketing analytics, research techniques, modelling and measurement along with brand, comms and business understanding
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Experience of media, creative, research and insights agency management and coordination
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Proven ability to translate data into clear and compelling narratives to influence and drive strategic decision-making.
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Ability to connect with the organisation and build credible relationships with key stakeholders and senior management.
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Being connected to the outside world, innovations and new technologies in marketing and communications ecosystem.
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Desire to be creative and think outside of the box.
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Adaptability to new technologies.
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Experience with leading managers and a team of professionals.
Rewards & benefits
A unique opportunity to join a team with a clear purpose. A unique offer and a range of flexible compensation and other benefits:
• A salary compensation that is fit for purpose and the experience required to fulfil the job
• Personal growth & challenging work with endless opportunities to realise your ambitions
• An informal, dynamic environment with innovative colleagues supporting your endeavours
• A progressive way of working, where new ideas are valued to break existing conventions