Digital Content Specialist

ING Belgium, Marnix
Possibility of 50% work from home on the basis of a team agreement

Job Level 16

Your role & work environment

As a Digital Content Specialist, you will join the Growth Area, creating compelling, performance-driven content that drives clicks and engagement across all digital acquisition channels. You will focus on driving impactful digital campaigns and communications across our owned digital challenges and paid media. Your mission is to design, implement, and optimize below-the-line (BTL) communication & social media strategies that engage our audiences and support business objectives. You will collaborate closely with squads, stakeholders, and market experts to ensure our digital content stands out in a competitive landscape.

Your key responsibilities

As a Digital Content Specialist, you will design and implement digital communication campaigns across channels like email and app but also paid channels, leveraging GenAI tools and best practices. You’ll map and create BTL (Below The Line) communications, execute and optimize campaigns, and use A/B testing to refine strategies. Collaboration with squads and stakeholders is essential, focusing on audience definition, campaign design, and creative concepts. You’ll also benchmark market and competitor activities to keep communications innovative and effective, while ensuring all digital copy is impactful and aligned with business goals.

What will you work on in our team, what will you learn to master:

• Create conversion-focused copy for paid media, landing pages and digital onboarding journeys.
• Develop and adapt content for social media, display advertising, websites and comparison platforms.
• Produce and coordinate short-form video content for social and digital campaigns.
• Translate complex banking products into clear, customer-centric and compliant messaging.
• Continuously optimize headlines, CTAs and formats to improve click-through rate (CTR).
• Work closely with CRO and Performance Media experts to align content with testing and performance goals.
• Ensure consistency of tone of voice across all digital touchpoints and campaigns.
• Use insights from Adobe Analytics and testing results from Adobe Target to refine content performance.

We look for

A colleague with a talent for making things happen, a passion for digital communication, and a collaborative mindset. You are proactive, creative, and always eager to learn and experiment. You thrive in a fast-paced, evolving environment and are comfortable working with cross-functional teams.

As a Digital Content Specialist, you will also need:

• At least 5 years’ experience in digital content marketing, BTL communications, or related fields
• Strong knowledge of digital communication channels and campaign management
• Experience with A/B testing, campaign analytics, and performance optimization
• Familiarity with GenAI tools and digital copywriting
• Ability to benchmark and apply best practices from the market and competitors
• Excellent collaboration and stakeholder management skills
• A Master’s degree or equivalent experience
• Fluency in Dutch or French AND English

We offer you 

A clear purpose, a unique offer and a range of flexible compensation and other benefits:

• Personal growth & challenging work with endless opportunities to realize your ambitions
• An informal, dynamic environment with innovative colleagues supporting your endeavors’
• A progressive and agile way of working, where new ideas are valued ahead of convention

A hybrid way of working

•           We give the autonomy to our employees to let them organize their work in a flexible way that suits best for them while ensuring business continuity, customer service and employee wellbeing.

We redefine banking. What about you?

We’re on a journey that’s centered around our customers, powered by technology and driven by smart, determined people. Our customers feel our people are empowering them to stay a step ahead in life and in business. We’re proud of that!