Area Lead Customer Acquisition

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.