Marketing Expert Lead - Business Banking (Manager level)

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We’re on the hunt for an experienced Marketing Expert Leader to work closely with our Business Banking team.

Our ideal candidate will be a curious and motivated senior marketer who has experience in business banking, launching new products, driving effectiveness against key metrics and a deep understanding of full funnel product marketing, strong grasp of Through-the-line marketing, leveraging brand impact to drive product consideration, CRM, digital & data-driven marketing tactics across paid, owned and earned channels.

Business Banking is a core part of ING’s strategy, positioned between Private Individuals and Wholesale Banking. Serving self-employed individuals, micro companies, SMEs, and mid-corporates, we aim to provide seamless, trusted, and personalised financial solutions to help our customers grow their businesses in a complex, evolving environment.

You will be responsible for leading the development and execution of full funnel, data-driven business banking marketing programs to deliver key product awareness, sales, engagement and retention outcomes for our Business Banking business.

What you’ll do

• Develop a differentiated CVP based on market research and customer pain points to drive growth and attract business customers.
• Collaborate with agencies and internal stakeholders to create and execute a go-to-market strategy, including segmentation, positioning, and messaging.
• Build and scale the business banking marketing team, identifying required skills and talent and in alignment with the business needs and the product team’s strategy.
• Create and optimize annual and quarterly marketing plans aligned with strategic priorities and KPIs.
• Oversee data-driven campaigns from acquisition to engagement and retention.
• Lead all below-the-line marketing communications to drive customer engagement and maximize conversions
• Partner with peers to develop cross-portfolio marketing programs to deepen customer relationships.
• Foster a high-performing, results-driven team culture and ensure creative excellence in campaigns.
• Collaborate with the Brand team to execute marketing campaigns and boost awareness, consideration, and conversion.
• Lead digital test-and-learn initiatives across channels like email, social media, search, and blogs.
• Monitor and optimize marketing programs via Tableau dashboards and share performance insights in key forums.
• Stay informed on market, product, and competitor trends, sharing insights and best practices with stakeholders and ING Global.
• Manage priorities and resources effectively, ensuring alignment and communication across teams.

What we’re looking for

• 10+ years in financial services marketing, focusing on Business Banking Product Marketing.
• Extensive knowledge of business banking, portfolio dynamics, and propensity models.
• Candidate must also be a self-starter with a start up mindset to drive GTM strategy and execute hands-on with independence.
• Proven leadership managing high-performing teams and vendors with governance expertise.
• Experience working with customer intelligence for analytics and targeting.
• Skilled in test-and-learn frameworks, propensity tools, and segment marketing.
• Excellent verbal and written communication with attention to detail.
• Proficient in customer data analysis and Microsoft Office (Excel expertise).
• Collaborative, cross-functional mindset with a customer-focused approach.
• Nice to have: Experience in customer marketing (e.g., subscription, loyalty, FS, Telco)

What’s in it for you?

• Discounted ING Health Insurance 
• An additional Rest Day to support your wellbeing 
• An IMPACT day to volunteer on an approved sustainability activity 

About Us

At ING, we want to make life simpler and more worthwhile – for everyone who banks with us, for the people who work with us, and the community at large, too. 

When you come to work at ING, you’re joining a team where individuality isn’t just accepted, it’s encouraged. We’ve built a culture that’s fun, friendly and supportive – it’s the kind of place where you can be yourself and make the most of whatever you have to offer. 

We give people the freedom to think differently, take ownership of their work, and make great things happen. We’re here to help you get ahead. And with our global network, there’s plenty of scope to take your career in new directions, perhaps even ones you’ve never considered. 

We are all about celebrating success and as a result we are proud to be a WGEA Employer of Choice for Gender Equality and a certified Family Inclusive workplace.  

Sound like the kind of place you’d feel at home? We’d love to hear from you.

(One last thing, ING operates a direct talent sourcing model. So no agency introductions, please.)

Need more?
Contact Rachel Yuen on rachel.yuen@ing.com

Applications close on 21 March 2025

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