Product Lead In-life Marketing & Engagement

Are you passionate about deepening customer relationships and driving long-term engagement? ING is looking for a strategic and customer-focused Product Lead to head the In-life Marketing & Engagement team within Product Family Daily Banking NL.

The team

Product In-life Marketing & Engagement is part of Product Family Daily Banking NL. At ING Netherlands, we aim to be Netherlands #1 Bank while directing our growth towards building a sustainable future. Within Daily Banking NL, we pursue this ambition through our growth drivers: commercial growth, outstanding customer experience, and financial health & inclusion — all while keeping our basics in order.

• Product Family Daily Banking NL
• Private Individuals ING NL | Tribe Lead Products
• Location: Amsterdam

Your role and impact

As Product Lead for In-life Marketing & Engagement, you will be at the forefront of driving growth and deepening customer relationships across the entire lifecycle. You will lead a team focused on growing, activating, and engaging our customer base. Your mission is to ensure existing customers continue to see value in ING and strengthen their engagement with our products and services. You will lead initiatives that grow the base of Primary Mobile Customers (PMC) and execute campaigns focused on activation, cross-sell, and churn management—particularly for Current Accounts and Credit Cards. In addition, you are responsible for the development of payment propositions, ensuring innovative and customer-centric solutions. You will collaborate closely with the Digital In-life Management team in Tribe Channel Experience NL, ensuring seamless translation of value propositions into impactful customer actions. Additionally, you will oversee the ING Punten loyalty program, designing and managing the full loyalty experience for all ING NL customers to deliver long-term value for both customers and ING.

Key priorities include:

• Driving growth and engagement across the customer lifecycle.
• Expanding the Primary Mobile Customer (PMC) base.
• Driving activation, upsell, and retention across Daily Banking products: Current Accounts and Credit Cards.
• Actively managing churn to improve retention.
• Strengthening customer engagement and loyalty with ING through the ING Punten program.

Your responsibilities

• Define and execute a data-driven product strategy to grow the PMC base, strengthen customer loyalty, and deliver measurable commercial impact.
• Lead a team of 7 Customer Journey Experts (GJA 16–17) and data analysts to embed data-driven decision-making in all initiatives.
• Lead the design and execute campaigns for activation, cross-sell, upsell, and churn reduction across Daily Banking products, leveraging predictive analytics and performance insights.
• Collaborate cross-tribe to ensure seamless execution and share actionable data insights for measurable results.
• Own and optimize the ING Punten program, using data to design and execute campaigns that maximize engagement, retention, and commercial value.
• Maximize commercial performance by increasing revenue growth, profitability, and return on marketing investments through targeted, data-driven initiatives.
• Own and optimize the ING Punten program, including campaign design and execution to maximize engagement and retention.
• Drive performance on KPIs including PMC growth, churn reduction, net growth of Credit Card customers, unique active users of ING Punten, and items sold.

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. You:

• Leadership experience: have a master’s degree and minimum 5 years in management roles, including leading multidisciplinary teams.
• Strategic product development: proven track record for years in defining and executing large-scale product and marketing strategies.
• Commercial accountability: experience in driving revenue growth, profitability, and managing commercial KPIs.
• Data-driven decision-making: strong background in leveraging data and analytics to optimise strategies and campaigns.
• Marketing and customer activation: expertise in designing and executing cross-sell, upsell, and churn reduction campaigns.
• C-level stakeholder management: ability to influence and collaborate with senior stakeholders and cross-tribe teams.
• Change and performance management: Experience in leading transformations and improving operational performance.
• Financial and analytical skills: solid understanding of P&L, ROI, and translating data into commercial impact.
• Complex organisational context: experience within large organisations or matrix structures.
• You know how to turn data and insights into a clear, persuasive story that inspires action and communicate your product vision and strategy effectively to diverse audiences.  
• Demonstrate a high level of self-awareness, use feedback and reflection, and able to adjust behaviour where needed.

It goes without saying that you are an example for our orange code: you take it on and make it happen, you help others to be successful and you’re always a step ahead.

Rewards & benefits  

We want to make sure that it’s possible for you to strike the right balance between your career and your private life. You can find out more about our employment conditions here.  

The benefits of working with us at ING include: 

• A salary indication tailored to your qualities and experience

• 40 hour workweek

• 25 - 28 vacation days depending on contract hours 

• Attractive pension scheme 

• 13th month salary 

• Individual Savings Contribution (BIS), 3.5% of your gross annual salary 

• 8% Holiday payment 

• Personal growth and challenging work with endless possibilities 

• An informal working environment with innovative colleagues 

• Hybrid working to blend home working for focus and office working for collaboration and co-creation

• Personal growth and challenging work with endless possibilities

Want to apply directly?

Upload your CV and motivation letter by clicking the “Apply” button. 

Procedure

Multiple interview steps involving various business stakeholders will be part of the selection process.

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