Develop and maintain strong relationships with key stakeholders to ensure customer centric and impactful communication campaigns (ATL & BTL communication);
Developing marketing/communication strategies and guidance to all business lines for customer experience strategy and key initiatives (full funnel, digital savvy incl. digital, social and owned channels);
Developing and implementing Retail and Private Banking brand strategy & initiatives, including specific approaches to customer target groups (e.g. Gen Z);
Strategic marketing and communication leadership and partner to the business on this expertise, responsible for shaping local brand direction and steering the brand within the wider organisation;
Develop and execute comprehensive communication plans and align with business objectives;
Identify target audiences and create tailored marketing campaigns to engage and convert them;
Monitor industry trends, competitor activities and market opportunities to refine strategy;
Lead and developing creative concepts and implement brand engagement opportunities and activations (i.e. sponsorships);
End-to-end responsibility for the creations, activation and execution of the related marketing plan, including project management, budget management, and elements such as production and partnering. Determine best way to deliver components of the plan, including creation (inhouse production, agency), evaluate and measure for impact;
Conduct market research to better understand the target audience (research lead by Media Effectiveness & Insights team);
Contribute to the evolution and future direction of the ING Brand platform;
Cross functional team collaboration: work closely with product, digital sales, media Effectiveness &insights, brand team and internal and external comms and other teams to align marketing efforts with brand and business goals;
Manage relationship with external partners.
How to succeed
Masters/Bachelor’s degree in Marketing, Business, Communications or a related field, advanced degree is a plus;
10+ years’ experience in marketing and communication, with a focus on communication strategy and implementation;
Experience in the telecom, energy or gaming sector is a plus due to our focus on acquisition;
Proven track record of executing marketing initiatives and driving measurable results, raising the bar on creative effectiveness;
Requires in-depth knowledge of marketing and business strategies/goals and ability to translate into communication objectives to deliver strong communication plans with measurable impact;
Deep understanding of customer insights, proposition and positioning development, marketing planning, customer experience and new product launches;
Strong understanding of digital marketing, social media, SEO and email marketing strategies;
Strong written and verbal communication skills, with the ability to create compelling presentations;
Experience in managing a roster of agencies and developing sustainable relationships;
Adaptable and proactive, you bring the ability to lead and influence;
Project management of complex cross functional projects in a matrixed organisation;
Affinity with the financial institution is a plus.