Product Area Lead Customer Acquisition
Growth Tribe Belgium | Private Individuals
Mission
The Product Area Lead Customer Acquisition is accountable for ING Belgium's New-to-Bank acquisition strategy and customer inflow within the Private Individuals segment. The role owns the end-to-end acquisition agenda for strategic customer segments including Minors & Gen Z, Starters, Expats, Member Gets Member and future growth segments, driving sustainable growth in active customers through digital acquisition, performance marketing, referral programs and customer-centric journeys on our website. The role reports to the Tribe Lead Growth.
Strategic Leadership & Transformation
- Own ING Belgium's New-to-Bank acquisition strategy and roadmap to drive new customer inflow.
- Define and execute acquisition strategies for Minors & Gen Z, Starters, Expats and referral programs in collaboration with the Daily Banking & Brand team.
- Lead transformation initiatives to improve acquisition effectiveness throughout the full funnel from traffic to conversion.
- Drive innovation through AI, data-driven marketing, targeting and experimentation capabilities to ensure sustainable growth.
- Contribute to strategic growth priorities together with the Tribe Lead Growth in senior stakeholder forums.
Business Planning & Financial Accountability
- Own annual acquisition plans, growth objectives, KPIs and acquisition targets (Must win Battles)
- Manage acquisition, campaign and performance marketing budgets.
- Ensure optimal allocation of resources and marketing investment returns (CPA).
- Develop business cases and strategic recommendations for growth initiatives.
Leadership & Organisational Capability
- Lead Product Lead, squads and multidisciplinary experts across acquisition, performance marketing, conversion optimisation, content marketing and analytics (1 PL and 1 CPO, 5 squads, 19 direct reports and 3 functional FTE)
- Build capabilities in performance marketing, growth marketing and analytics.
Business Planning & Financial Accountability
- Own annual acquisition plans, growth objectives, KPIs and acquisition targets (Must win Battles)
- Manage acquisition, campaign and performance marketing budgets.
- Ensure optimal allocation of resources and marketing investment returns (CPA).
- Develop business cases and strategic recommendations for growth initiatives.
