Funnel Optimization Specialist | Acquisition - Home'Bank App @ING Bank

Mission

Join us to transform how customers enter and activate their relationship with ING through the Home'Bank app. In this role, you will own the optimization of the end-to-end acquisition funnel within the mobile app, ensuring that every step - from install to activation - delivers a seamless, high-converting experience. You will directly impact conversion rates, customer activation and primary relationship growth, by identifying friction points and turning data into actionable improvements. This is a high-impact role at the core of our ambition to build a scalable acquisition flywheel, moving from campaign-driven growth to product-led, sustainable growth. If you are passionate about mobile journeys, experimentation and data-driven optimization, this role gives you the opportunity to shape one of ING’s most critical growth engines.

About the team

You will be part of the Acquisition & Growth ecosystem, working at the intersection of:

• Mobile (Home'Bank app);

• Digital Marketing & Performance;

• Product & Engineering;

• UX/UI & Customer Experience;

• Data & Analytics;

We work in a highly collaborative, cross-functional setup, where:

• Decisions are driven by data and experimentation;

• Teams operate in a test & learn mindset;

• Impact is measured through conversion, activation and engagement KPIs;

The environment is:

• Fast-paced and outcome-oriented;

• Focused on continuous improvement and scaling what works;

• Open to innovation, automation and AI-driven capabilities;

What success looks like (first 6–12 months)

• This person is expected to grow onboarding funnel CVR with 10pp;

• This person is expected to fix top 5 qualitative painpoints from clients related to the onboarding flow;

Your day-to-day

Funnel analysis & optimization

• Analyze the end-to-end mobile acquisition funnel (install → onboarding → activation);

• Identify drop-offs, frictions and conversion gaps;

• Monitor KPIs such as CVR, activation rate and step-by-step performance;

Experimentation & growth

• Design and drive A/B tests and experimentation initiatives;

• Translate insights into clear hypotheses and measurable improvements;

• Contribute to a continuous test → learn → scale loop;

Customer journey & experience

• Optimize in-app onboarding flows, screens and interactions;

• Work closely with UX to improve clarity, simplicity and trust;

• Ensure a seamless transition from acquisition → activation → engagement;

Cross-functional collaboration

• Partner with Product Owners, developers and marketers to implement improvements;

• Align funnel optimization with traffic quality and campaign strategy;

• Bridge business needs with technical execution;

Data & performance tracking

• Build and maintain funnel dashboards and performance tracking;

• Ensure proper event tracking and measurement within the app;

• Provide insights and recommendations to stakeholders;

What you bring to the team

Experience & mindset

• Experience in funnel optimization, CRO, digital acquisition or product analytics;

• Strong understanding of mobile app journeys and user behavior;

• Mindset focused on conversion, performance and continuous improvement;

Analytical skills

• Strong ability to interpret data and identify actionable insights;

• Experience with analytics tools (e.g. GA4/Adobe, MMP, Amplitude, etc.) is a plus;

• Comfortable working with KPIs, drop-offs and performance metrics;

Experimentation & growth

• Hands-on experience with A/B testing and experimentation frameworks;

• Ability to define hypotheses, measure impact and scale results;

Technical understanding

• Good understanding of app environments, tracking and implementation logic;

• Ability to collaborate effectively with engineering teams;

Collaboration & communication

• Strong stakeholder management skills;

• Clear, structured and action-oriented communication;

• Ability to translate insights into business and product actions;

What we offer

• Impactful work in a fun, inclusive and highly collaborative environment;

• Modern, open office spaces built for teamwork and creative work;

• Hybrid working model with flexibility baked in;

• Monthly benefit budget you can use your way;

• Extra paid vacation days based on total work experience;

• Continuous learning opportunities through ING Learning Centre, Udemy, Bookster, trainings and certifications;

• Internal mobility across ING worldwide, including short- and long-term international assignments;

• Opportunities to contribute to sustainability and CSR initiatives;

Job Application Safety Reminder

We’re seeing an increase in fraudulent job offers. To protect yourself, please:

• Apply only via official ING platforms. ING uses Workday as its recruitment system.

• Verify the sender’s email — it should only come from @ing.com or @myworkday.com.

• Know that ING will never request payments or banking details during the recruitment process.

How to apply

Click “Apply” on our careers site and submit your application through Workday. We’re excited to meet you!

Discover ING Bank Romania

ING believes in a world where everyone has the right to grow and progress in their own way. We express this in our global tagline, “do your thing”. Perhaps more than in any other large company, we extend our belief in the power of autonomy to our own people. But there’s a catch. In return for great freedom, we expect people to do great things for our customers, our stakeholders, and ING at large.

To work here is to be surrounded by people who are energetic, ambitious, friendly and respectful: talented specialists who take responsibility and autonomy to make great things happen. We stay curious, thrive on change, and seek new and better ways to make it happen. Active in Romania for 30 years, ING Bank pioneered and challenged the local banking industry. Technology and innovation are at the core of what we do, making our products relevant for our customers’ lives and businesses.

ING Bank Romania is the only bank with an organic growth within the top 10 local banks by assets, without acquisitions of client portfolios or other banks. ING Bank Romania is an universal bank with more than 1.8 million customers from three business segments: individuals (retail), SME and Mid-Corporate companies and Wholesale Banking.

Join us!