At ING Belgium’s Communications, Brand and MarCom department, we are looking for a MarCom Manager 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 and 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.
As MarCom Manager, you’ll join the Marketing team and report into the Head of Communications, Brand and Marcom, and work in close collaboration with the other members of the Marketing team.
Together, we are on a mission to build the most appealing and meaningfully different universal banking brand in Belgium. We are driving awareness, excitement and engagement for the brand and keep it alive and fresh. To do so, we are close to our priority target audiences – Private Individuals and Private Banking– as they differ in terms of approach and projects and deliver a full-funnel marketing approach. Only then we can accelerate business results across business lines and segments. There is close collaboration with the business segment teams and Digital Sale teams.
* Lead and manage the Retail MarCom team
* Develop and maintain strong relationships with key stakeholders to ensure customer centric and impactful communication campaigns (ATL & BTL communication)
* Developing marketing/communication strategies and guidance to all business lines for customer experience strategy and key initiatives (full funnel, digital savvy incl. digital, social and owned channels)
* Developing and implementing Retail and Private Banking brand strategy & initiatives, including specific approaches to customer target groups (e.g. Gen Z)
* Strategic marketing and communication leadership and partner to the business on this expertise, responsible for shaping local brand direction and steering the brand within the wider organisation.
* Develop and execute comprehensive communication plans and align with business objectives
* Identify target audiences and create tailored marketing campaigns to engage and convert them.
* Monitor industry trends, competitor activities and market opportunities to refine strategy.
* Lead and developing creative concepts and implement brand engagement opportunities and activations (i.e. sponsorships).
* End-to-end responsibility for the creations, activation and execution of the related marketing plan, including project management, budget management, and elements such as production and partnering. Determine best way to deliver components of the plan, including creation (inhouse production, agency), evaluate and measure for impact.
* Conduct market research to better understand the target audience (research lead by Media Effectiveness & Insights team).
* Contribute to the evolution and future direction of the ING Brand platform.
* Cross functional team collaboration: work closely with product, digital sales, media Effectiveness &insights, brand team and internal and external comms and other teams to align marketing efforts with brand and business goals.
* Manage relationship with external partners.
How to succeed
* Masters / Bachelor’s degree in Marketing, Business, Communications or a related field, advanced degree is a plus.
* 10+ years’ experience in marketing and communication, with a focus on communication strategy and implementation.
* Experience in the telecom, energy or gaming sector is a plus due to our focus on acquisition.
* Proven track record of executing marketing initiatives and driving measurable results, raising the bar on creative effectiveness.
* Requires in-depth knowledge of marketing and business strategies / goals and ability to translate into communication objectives to deliver strong communication plans with measurable impact.
* Deep understanding of customer insights, proposition and positioning development, marketing planning, customer experience and new product launches.
* Strong understanding of digital marketing, social media, SEO and email marketing strategies.
* Strong written and verbal communication skills, with the ability to create compelling presentations.
* Experience in managing a roster of agencies and developing sustainable relationships.
* Adaptable and proactive, you bring the ability to lead and influence.
* Project management of complex cross functional projects in a matrixed organisation.
* Affinity with the financial institution is a plus
A unique opportunity to join a team with a clear purpose, a unique offer and other benefits:
* A salary compensation that is fit for purpose and the experience required to fulfil the job
* Personal growth & challenging work with endless opportunities to realise your ambitions
* An informal, dynamic environment with innovative colleagues supporting your endeavours
* A progressive way of working, where new ideas are valued to break existing conventions
About ING
We’re a global bank with a strong European base, and our more than 60,000 colleagues serve around 38 million customers and corporate clients in over 40 countries.
Joining ING means working with friendly and collaborative people towards making a positive impact on people and planet. We believe in empowering the people around us and our customers to stay a step ahead. Working here means having the autonomy to drive progress, helping to create superior customer value and contributing to our ambition of putting sustainability at the heart of everything we do.
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