Sr Marketing Manager

Sr Marketing Manager

ING Group

Brussels, Belgium

The team

As Sr Marketing Manager Lead, you’ll join the Marketing team and report into the Head of Communications, Brand and Marcom, and works 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.

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);
• Developing marketing 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 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 marketing 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;
• Budget management.

How to succeed

• Masters degree in Marketing, Business, Communications or a related field, advanced degree is a plus;
• 10 years’ experience in marketing, with a focus on marketing strategy and implementation;
• 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 marketing objectives to deliver strong marketing 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.

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