Brand & Marketing manager | Business Banking

Our Global Brand, Marketing & Communications team is looking for an experienced and passionate marketing professional to join the Brand Strategy & Marketing team in the role of Brand & Marketing manager, leading the Business banking segment for Retail banking.

We have high ambitions for Retail Banking at ING, focused on accelerating commercial growth, increasing impact and delivering value. It is our “Be First” strategy: become the most loved, most impactful and most valued Retail bank.

With the Global Brand & Marketing, our ambition is to establish a truly differentiating and effective brand across all markets and business lines that we operate in. A key enabler is to build and execute an effective brand & marketing strategy to grow our 3 priority customer segments in Retail banking (Private Individuals, Business Banking, Private Banking & Investment).

As a leader and an expert in the brand and marketing field, you will play a pivotal role in shaping the global brand direction and the value proposition for Business banking in contributing to ambitious centrally driven initiatives, and in collaborating with local markets to help them accelerate business growth in the local context.

The Brand & Marketing manager for the Business banking segment reports into the Global Brand Strategy & Marketing Lead. The Brand Strategy & Marketing team consists of 12 people and sits in the Global Communications, Brand and Marketing department. The purpose of the Brand Strategy & Marketing team is to build the most appealing brand in the industry, strengthen the ING differentiation, drive awareness and engagement across business lines and countries, and accelerate business growth along the marketing funnel.

The Brand & Marketing manager for Business banking works in close collaboration with two other Brand & Marketing managers dedicated to Retail banking segments.

• Strategic positioning: build a differentiating brand positioning for the Business banking segment, within ING’s overall brand strategy, based on the business ambition.
• Value propositions: define how the value propositions come to life in the markets, by developing holistic marketing messaging and advertising materials, to go beyond functional product offerings, in line with ING’s overall brand strategy.
• Marketing Plans: create and help implement marketing plans that cover the full marketing funnel, from awareness to consideration to conversion, including selecting channels, creating content, running campaigns and measuring effectiveness across markets.
• Product marketing: contribute to define the product propositions in collaboration with business teams, create compelling product messaging, develop go‑to‑market materials, develop launch and sales plans in collaboration with local markets.
• Global initiatives: contribute to centrally driven initiatives, making sure that the brand difference is integrated in the proposition, by defining value propositions and marketing materials.
• Market steering: work in close collaboration with markets to implement the global strategy in the context of each market, develop local marketing platforms and full‑funnel campaigns in line with ING’s overall brand strategy.
• Stakeholder management: contribute to building a structured approach towards local markets and senior stakeholders, including the global Retail Banking Management team and the HQ Communications Brand & Marketing Management team.

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.

We are looking for a team member with the following knowledge and experience:

• Master’s degree in marketing or another related field.
• Minimum 10+ years professional experience in brand & marketing, preferably in the financial services or banking sector, ideally with an experience of SMEs and mid‑corporates.
• Strong brand and marketing knowledge, with a proven track record in supporting business growth with marketing strategies.
• Solid experience in integrated marketing…