The opportunity
At ING Belgium’s Communications, Brand and MarCom department, we are looking for a Senior Marketing Manager Lead to build the most appealing and meaningfully different universal banking brand in Belgium.
At the CoE Communications, Brand and MarCom, 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 Communications, Brand and Marcom that create lasting value.
As a financial institution and one of the top 4 banks in Belgium, 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 Belgium.
The team
As Senior Marketing Manager Lead, you’ll join the Marketing team and report into the Head of Communications, Brand and Marcom, working in close collaboration with other members of the Marketing team.
We are on a mission to build the most appealing and meaningfully different universal banking brand in Belgium. We focus on raising awareness, excitement, and engagement for the brand, keeping it vibrant and relevant. Our approach is tailored to our priority target audiences – Private Individuals and Private Banking – with strategies suited to each segment. Collaboration with business segment teams and Digital Sale teams is essential for accelerating business results.
Roles and responsibilities
* Lead and manage the PI & PriBa MarCom team.
* Develop and maintain strong relationships with key stakeholders to ensure customer-centric and impactful marketing campaigns (ATL & BTL communication).
* Develop marketing strategies and guidance for all business lines, focusing on customer experience and key initiatives (full funnel, digital, social, and owned channels).
* Develop and implement Retail and Private Banking brand strategies, including approaches to specific customer groups (e.g., Gen Z).
* Provide strategic marketing leadership and act as a partner to the business, shaping local brand direction within the wider organization.
* Create and execute comprehensive marketing plans aligned with business objectives.
* Identify target audiences and develop tailored campaigns to engage and convert them.
* Monitor industry trends, competitor activities, and market opportunities to refine strategies.
* Lead the development of creative concepts and implement brand engagement activities such as sponsorships.
* Manage end-to-end marketing plan execution, including project management, budget oversight, production, and partnerships. Evaluate impact and optimize delivery methods.
* Conduct market research to understand target audiences better, leveraging insights from the Media Effectiveness & Insights team.
* Contribute to the evolution and future direction of the ING Brand platform.
* Collaborate cross-functionally with product, digital sales, media, brand, communications, and other teams to align marketing efforts with brand and business goals.
* Manage relationships with external partners.
* Oversee budget management.
How to succeed
* Masters degree in Marketing, Business, Communications, or a related field; an advanced degree is a plus.
* 10+ years of experience in marketing, focusing on strategy and implementation.
* Proven success in executing marketing initiatives with measurable results, demonstrating creative effectiveness.
* Deep knowledge of marketing and business strategies, with the ability to translate goals into impactful marketing plans.
* Strong understanding of customer insights, proposition development, marketing planning, customer experience, and product launches.
* Expertise in digital marketing, social media, SEO, and email marketing strategies.
* Excellent written and verbal communication skills, capable of creating compelling presentations.
* Experience managing agencies and building sustainable relationships.
* Adaptable, proactive, with leadership and influencing skills.
* Experience managing complex cross-functional projects in a matrix organization.
* Affinity with the financial industry is a plus.
Rewards & Benefits
A unique opportunity to join a purpose-driven team with a compelling offer and additional benefits:
* A competitive salary aligned with experience and role requirements.
* Opportunities for personal growth and challenging work to realize your ambitions.
* An informal, dynamic environment with supportive colleagues.
* A progressive work culture that values new ideas and innovation.
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