Head of Brand, Marketing & Communications Portugal

Head of Brand, Marketing & Communications Spain & Portugal

Madrid

Your Role And Work Environment:

We are looking for a talented and enthusiastic Head of Brand, Marketing & Communications to join our Brand, Marketing & Communications Team. This team is responsible for designing and executing the brand, marketing, and communication strategy for ING Spain & Portugal, working closely with senior management and key business stakeholders. Our approach is grounded in strategic vision, inspirational leadership, and a deep understanding of the financial services landscape, enabling us to transform business objectives into impactful and memorable brand experiences for our customers.

Your

Key Responsibilities:

As a Head of Brand, Marketing & Communications Spain & Portugal you will:

• Be responsible, together with the management team, for developing and implementing the communication, marketing, and brand experience strategy to drive business success and reinforce ING Spain & Portugal’s distinctive brand position, aligned with ING’s global brand strategy.
• Coordinate, implement, and evaluate marketing and communication strategies, plans, and programmes—both short-term and long-term—in line with global brand direction.
• Develop and manage integrated marketing and communication plans.
• Build and maintain strong relationships with the CEO, ExCo members, their management teams, and other key stakeholders.

• Manage ING’s reputation in Spain & Portugal.
• Develop and maintain strong relationships with media representatives.
• Proactively build a positive image for ING within the financial services industry.
• Oversee the external communications plan; maintain relationships with communications agencies and ensure alignment with ING’s values, messages, and objectives.
• Define and execute a long-term plan for ING’s presence in public debate, regulatory relations, academic forums, and Spanish society at large.
• Build and maintain the Crisis Management Manual; as a member of the crisis management team, ensure effective communication with all audiences during crises (press, authorities, employees, customers, etc.).
• Plan and coordinate client events.
• Develop and supervise CRM plans in line with management team priorities.

• Coordinate employee communications through various channels and tools to boost engagement.
• Actively contribute to the Internal Communications Strategy, ensuring alignment with business priorities and integration of stakeholder perspectives.
• Implement the Communication Plan, translating vision and strategy into concrete, measurable actions through creative use of communication techniques and channels.
• Provide consultancy and support for internal programmes.

• Build ING’s brand and marketing strategic roadmap in Spain & Portugal in close collaboration with business lines and ExCo.
• Define objectives and strategies to achieve brand goals and support business objectives.
• Represent ING at the highest level with external business partners (creative and media agencies, production houses, research and insight firms).
• Coordinate marketing programmes across Retail, Wholesale, and Business Banking, working closely with business lines, functional departments, and external agencies.
• Monitor campaign progress, evaluate results, and ensure visibility to bank committees.
• Review and assess the efficiency of marketing and communication efforts.
• Manage the marketing budget in collaboration with Finance and business lines.
• Ensure compliance with corporate branding rules.
• Identify and implement new strategies and promotional activities across all areas.
• Establish and oversee the local sponsorship plan in line with ING Group policy; coordinate and monitor sponsorship activities for brand engagement.

• Develop and manage sponsor ships and events to create delivering a superior customer experience.

The CMO will lead a multidisciplinary team of approximately 40 professionals, organised across four main verticals:

• Internal Communications & Public Affairs
  , (around 10 people), responsible for internal engagement, corporate reputation, and institutional…