Area Lead Customer Acquisition
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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.
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