Lead Brand & Social

The Brand & Marketing team at the Center of Expertise (CoE) Brand, Marketing & Communications is looking for a Lead Brand & Social to shape and strengthen the ING brand while elevating and connecting our owned, earned and shared media.

At Brand, Marketing and Communication, we drive business growth through creativity. Our vision is to be the most impactful, collaborative and forward-thinking CoE, recognised for our strategic and creative contributions to sustainable business growth. As a trusted and strategic partner to the business, we deliver engaging and creative initiatives in the field of Brand, Marketing and Communications that create lasting value.

As a financial institution and one of the most familiar brands in the Netherlands, working for the CoE requires the ability to work in a highly dynamic and complex landscape, servicing the wide base of ING customers as well as all product tribes and business lines within ING NL.

The team

As Lead Brand & Social you’ll report into the Head of Brand & Marketing. The purpose of the Brand & Social team is to shape and strengthen the ING differentiation through brand positioning and brand activities and drive awareness, excitement and engagement for the brand and to keep it alive and fresh.

Roles and responsibilities

• The Lead Brand & Social is a strategic leader, with strong roots in brand strategy development and well versed in social media.

• Responsible for driving the vision, strategy and execution of ING’s social media presence while shaping and evolving the brand.

• This role focuses on enhancing brand awareness and differentiation, managing the marketing calendar, fostering community management and delivering measurable results through innovative and data-driven always on social media.

• The ideal candidate is a whole-brained creative thinker with strong leadership skills and a proven track record of growing and managing a high performing cross functional team.

Brand

• Focus will be on brand strategy / management and being a business partner towards business units.

• Translate brand strategy into positioning of segments and products, proposition development and product naming & build the local sponsorship strategy.

• Guide agencies and suppliers to translate the brand strategy and visual identity in the right way in ATL, BTL and always on campaigns.

• Brand Identity: strategic development and management and thought leadership, developing branded touchpoints, including branches and payment cards.

• Developing the Brand Academy, brand site content, brand workshops and managing miscellaneous brand activities (incl. brand protection).

• Strategic design agency management.

Social

• Social media strategy and leadership: Develop and execute a comprehensive social media strategy aligned with overall brand, business and marketing objectives.

• Strategic and creative development, management and thought leadership on owned, earned and shared channels, with a focus on social media.

• Focus will be on defining the always on local social media strategy, steering the community, and driving the content strategy for local accounts.

• managing the local social media accounts, including social media listening.

• managing the local owned channels (mass target, i.e. email, app, homepage).

• Data analysis and reporting, tracking trends and insights, reporting, identifying and prioritising emerging platforms and best practice sharing, testing and learning.

• Stay ahead of industry trends, platform updates, and audience behaviours to identify growth opportunities.

• Collaboration with other teams to ensure cohesive messaging and alignment with broader goals.

How to succeed

• Bachelor’s degree in Marketing, Communications or a related field.

• 7+ years of experience in brand management and most recent experience in social media marketing, with at least 3 years in a leadership role.

• Proven track record of managing large scale social media campaigns and own channels, and achieving measurable results.

• Deep understanding of major social media platforms and emerging trends.

• Capable of managing complex cross functional projects.

• Proven record of driving creative agencies and capable of developing new formats and ideas with exceptional storytelling.

• Strong analytical and project management skills, with experience using tools like Google Analytics.

• Excellent leadership, communication and interpersonal skills.

• Ability to thrive in a fast-paces, highly matrixed and dynamic environment and adapt to shifting priorities.

• Easily toggle between strategic – operational.

• You are a team player with excellent skills in building and maintaining relationships at all levels in the organisation and you are eager to foster an open culture of collaboration within the team.

Please apply before March 22nd. We will respond to your application as soon as possible, latest in the week of March 24th.

Rewards and benefits

We want to make sure that it’s possible for you to strike the right balance between your career and your private life. Find out more about our employment conditions.

The benefits of working with us at ING include:

• A salary indication of € 6,176 - € 9,871 based on 36 hours per week, tailored to your qualities and experience
• 36 or 40 hour workweek
• Individual leave: 24+2 individual holiday days based on 36 hr workweek
• Diversity leave: 3 days per year (1,5 paid, 1,5 unpaid)
• CSR days: up to 2 days per year to actively engage in society by volunteering
• 13th month salary
• 8% Holiday payment
• Individual Savings Contribution (BIS), 3.5% of your gross annual salary
• Mobility card (free travelling in the weekends)
• Attractive pension scheme
• Hybrid working to blend home working for focus and office working for collaboration and co-creation

About us
Curious about how ING empowers people and businesses to move forward? Discover what we do and what we can offer you.

Questions?
Contact the recruiter attached to the advertisement. Want to apply directly? Please upload your CV and motivation letter by clicking the ‘Apply’ button.

Please note, multiple interview steps involving various business stakeholders will be part of the selection process.