Brand manager | Wholesale Banking

The opportunity
We are looking for an enthusiastic brand expert to join the Brand Strategy & Activation team, with the ambition of making ING a differentiated and meaningful brand among banking brands. This newly created role will focus on business-to-business (B2B) in Global Wholesale Banking (WB) and more specifically on two of our WB product areas, Transaction Services and Capital Markets & Advisory. The role will drive brand and marketing initiatives targeting WB clients (CEOs, CFOs and Treasurers of large corporates) across countries, in close collaboration with the business lines and in close alignment with the Brand & Marcom team. The ambition is to build awareness and consideration, and accelerate business, with a focus on the two product areas.

The team
The Brand manager | WB reports into the Global Brand Strategy & Activation Lead. The Brand Strategy & Activation team consists of nine people. It sits in the Global Communications, Brand and Marcom department and is one team of the Brand & Marcom team. The purpose of the Brand Strategy & Activation team is to build the most appealing brand in the industry, strengthen the ING differentiation, drive awareness and engagement for the brand across business lines and countries.    
The Brand manager | WB will work in close collaboration and alignment with two other Brand managers dedicated to WB in the Brand Strategy & Activation team, with the Communications & Activation manager, which is a newly created role as well to focus on WB products in the Global WB Communications team, and with the business teams. The Brand manager will also work with all communications, brand and marcom teams, and WB experts across HQ functions and regions.

Role and responsibilities

•  Strategic positioning: link ING’s brand strategy to the WB product lines; contribute to refining ING’s brand strategy in the WB domain; and contribute to refining ING’s overall brand strategy by bringing the WB perspective. 

• Brand narratives: contribute to defining value propositions and holistic marketing messaging for the two product areas, beyond functional product offerings, and in line with the overall ING’s brand strategy.

• Strategic planning: create and execute global annual marketing/media plans with all initiatives to support the two product areas, including paid media and social media, in close collaboration with regions/countries.

• Activation and execution: develop global multi-channel campaigns and creative assets to build awareness, consideration and buying intentions for the product areas; collaborate with regions/countries for localization of the global initiatives. 

• Measurement: measure the impact of marketing/brand initiatives.

• Team collaboration: actively connect with other members of our Brand Strategy & Activation team, with members of our WB Communications team, and with members of the local Communications Brand & Marcom team members in charge of WB in the regions/countries.

• Stakeholder management: contribute to building a structured approach towards stakeholders, including HQ Communications Brand & MarCom Management Team, WB Management Team, and WB business management.

How to succeed

We hire smart people like you for your potential. Our biggest expectation is that you’ll stay curious. Keep learning. Take on responsibility. In return, we’ll back you to develop into an even more awesome version of yourself.

Required skills and capabilities:

• You hold a degree-level qualification preferably in Marketing or Communication.

• You have built an experience in developing marketing communications campaigns within a large international company and in a B2B environment. 

•  You have a strong interest and affinity for brand building and for B2B marketing.

•  You are capable of managing complex cross-function and cross-market projects.

• You have a proven record of driving creative agencies.

• You can bring creativity and an analytical mind.

• You are versatile and proactive, and you can bring the ability to influence.

• You are a team player with excellent skills in building and maintaining relationships at all levels of the organisation.

• You are fluent in English speaking and in copy writing

Rewards and benefits

This role is GJA 17/FS 11. 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.

Questions?

Contact Sunaina