Senior Customer Journey Expert – Digital Sales & Personalization
Role and responsibilities
For Easy Banking – Business Banking, we are looking for a Senior Customer Journey Expert Digital Sales & Personalization with a strong focus on digital growth, personalization, and business customer journeys. In this role, you are responsible for designing, optimizing, and scaling end‑to‑end digital sales and service journeys across the full customer lifecycle: from acquisition and onboarding to daily business, cross‑sell, and deep‑sell.
You will work in a multidisciplinary squad and play a leading role in realizing commercial objectives, leveraging customer data, and continuously improving the digital customer experience for entrepreneurs and SME clients.
- End‑to‑end responsibility for digital sales and customer journeys within Business Banking
- Design, optimize, and scale digital funnels based on data, customer insights, and experimentation
- Develop and execute always‑on marketing and personalization strategies for new and existing business customers
- Create and implement personalized propositions and messaging (in‑app, web, email, and ing.nl/zakelijk)
- Drive cross‑sell and deep‑sell of Business Banking propositions
- Collaborate closely with stakeholders such as Marketing, Product, Data, IT, and external partners (e.g. media and performance agencies)
- Identify customer needs, friction points, and innovation opportunities and translate these into concrete improvement initiatives
- Act as a content‑driven sparring partner and quality driver within the squad
How to succeed
We are looking for a senior professional with a proven track record in digital customer journeys and personalization, who combines deep expertise with commercial focus and strong execution power. In particular, we are looking for someone who:
- Has extensive experience in digital customer journeys and personalization, preferably in complex, data‑driven environments
- Has demonstrable success in designing and optimizing digital funnels focused on conversion, activation, and value creation
- Brings experience with always‑on marketing, lifecycle communication, and scalable personalization strategies
- Is strong in data‑driven decision‑making, including experimentation (A/B testing), interpreting results, and prioritizing optimizations
- Is comfortable working at the intersection of marketing, product, and technology and collaborating effectively in multidisciplinary teams
- Can challenge constructively and provide direction within a squad, without formal hierarchical authority
- Has affinity with business customers / entrepreneurs and understands their needs
- Experience gained within a fintech or neo‑bank environment is highly valued, particularly where this has contributed to building digital‑first propositions, scalable platforms, or data‑driven growth
- Feels comfortable in a senior role combining ownership, stakeholder management, and strategic insight
Formal requirements:
- University degree (Master’s level preferred)
- Strong financial literacy, with a minimum of CFA Level I (completed)
- At least 8 years of relevant experience in digital marketing, digital sales, customer journeys, or personalization
- Excellent command of both Dutch and English language, written and spoken
Rewards and benefits
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.
The benefits of working with us at ING include:
- 25-28 vacation days depending on contract
- Pension scheme
- 13th month salary
- 8% Holiday payment
- Hybrid working
- Personal growth and challenging work with endless possibilities
- An informal working environment with innovative colleagues
About us
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