Area Lead Customer Acquisition

REQ-10123438
2026/10/22
Customer Journey
Brussels, Belgium
ING Bank

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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.

Apply now

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Paulina Cupriak

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ING’s vision is to unlock our people’s full potential through our inclusive culture where everyone has the opportunity to develop and have impact for our customers and society. To achieve this vision, our policies support diversity, equity, and inclusion. As an equal opportunity employer, we do not tolerate discrimination of any kind with regard to age, gender, gender identity, cultural background, experience, religion, race, ethnicity, disability, family responsibilities, sexual orientation, social origin, or any other status protected by applicable law. If you require any assistance or if we can accommodate you in any way when participating in our application and/or interview process, please email the recruiting contact listed for the relevant position. We will be happy to work with you to ensure a fair and accessible process. Read more about our commitment to diversity, inclusion and belonging here.