Tribe Lead Digital Sales

Position: Tribe Lead Growth Digital Sales
Overview  At ING Italy, we offer a dynamic, inclusive, and entrepreneurial environment supported by technology, data, global scale, and a strong Orange Code culture. As Growth & Digital Sales Lead for Business Banking, you will shape ING Italy’s digital commercial strategy for business clients, driving acquisition, activation, engagement, and community building across all digital touchpoints. You will build and scale a holistic growth engine that integrates advanced analytics, multi‑channel digital sales, content‑driven engagement, and strategic partnerships to grow ING’s Business Banking customer base sustainably.
Responsibilities   Lead the Customer Insights & Analytics strategy for the Business Banking segment.
Build and orchestrate a robust data framework enabling granular visibility on funnel performance, customer behavior, product adoption, and churn dynamics.
Embed analysts within squads to enhance data fluency, experimentation, and decision making.
Own the customer 360° data assets for Business Banking, ensuring data reliability, segmentation accuracy, and actionable insight generation.
Own the end‑to‑end acquisition and activation journey across all digital channels (web, mobile, performance media, CRM, partnerships).
Guide optimization of the full sales funnel, including onboarding, business KYC/AML flows, and the critical Honeymoon phase.
Drive activation of core products (business accounts, payments, cards, digital channels) through targeted journeys, education, and trigger‑based interventions.
Partner with product tribes to eliminate friction, reduce drop‑off, and improve conversion quality.
Develop a content strategy tailored to business clients, covering financial education, product usage, industry insights, and digital banking features.
Build and nurture digital communities that amplify engagement, advocacy, and brand loyalty.
Leverage content to support search performance, funnel optimization, and customer activation.
Coordinate omnichannel messaging across email, push, social, website, and in‑app channels.
Identify, structure, and manage digital acquisition partnerships with relevant ecosystems (software platforms, industry associations, fintech partners, digital marketplaces).
Define partnership models that support scalable acquisition: affiliate, API‑based, product integrations, digital referral.
Ensure high‑quality inflow through clear eligibility frameworks and ongoing performance optimization.
Collaborate with Compliance, Legal, and Risk to ensure safe, compliant partnership onboarding.
Implement test‑and‑learn frameworks, A/B experiments, and continuous funnel optimization.
Monitor and improve the segment’s core growth KPIs, including:  Cost per Acquisition (CPA)
Conversion performance across channels
Activation and primary customer indicators
Digital engagement metrics
Community reach and content effectiveness

Oversee all martech capabilities required to scale growth, including:  Campaign orchestration platforms
Digital analytics
A/B testing & personalization tools
CMS and content delivery
Attribution & measurement models

Lead a high‑performing, purpose‑driven team working in an agile environment.
Foster a culture of iteration, learning, and customer obsession.
Ensure all initiatives comply with ING policies and regulatory requirements for Business Banking (AML, KYC, PSD2, data protection).
Maintain strong control awareness across all digital journeys and partnerships.
Ensure robust documentation, risk identification, and timely remediation.
Qualifications   10+ years of experience in digital growth, performance marketing, digital sales, or analytics roles – ideally in Business Banking, Fintech, or SME‑focused digital environments.
Demonstrated ability to lead cross‑functional, agile teams…