Senior Marketing Manager

The Brand & Marketing team at the Center of Expertise (CoE) Brand, Marketing & Communications is looking for a Senior Marketing Manager to build the most appealing and meaningfully different universal banking brand in the Netherlands.

At the CoE 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 Senior Marketing Manager you’ll join the Brand & Marketing team and report into the Head of Brand & Marketing and works in close collaboration with the other members of the Brand & Marketing team.

Together, we are on a mission to build the most appealing and meaningfully different universal banking brand in the Netherlands. 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, Business Banking, Private Banking and Wholesale 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 all BMC teams, business segment teams and Digital Sale teams across HQ functions and regions.

Roles and responsibilities

• 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 local Retail Banking brand strategy & initiatives, including specific approaches to customer target groups (e.g. Gen Z) or business lines (e.g. Business banking).

• 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, develop and implement the local Wholesale Banking brand strategy & campaigns.

• Lead and developing creative concepts and implement brand engagement opportunities for key local priorities (i.e. Sustainability) and activations (i.e. sponsorships).

• End-to-end responsibility for the activation and execution of the related marketing plan, including project management, budget management, and elements such as production, publishing and partnering. Determine best way to deliver components of the plan, including content creation (self, team, 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, internal comms, etc and other teams to align marketing efforts with brand and business goals.

• Manage relationship with external partners.

• Budget management.

How to succeed

• Masters / Bachelor’s degree in Marketing, Business, Communications or a related field, advanced degree is a plus.

• 7+ 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 abili