Area Lead Customer Acquisition

About the role

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 segments such as Minors & Gen Z, Starters, Expats, Member Gets Member and future growth segments, driving growth through digital acquisition, performance marketing, referral programs and customer-centric journeys on the website. It reports to the Tribe Lead Growth.

Key responsibilities

• Own the New-to-Bank acquisition strategy and roadmap, and define and run acquisition strategies for Minors & Gen Z, Starters, Expats and referral programs with the Daily Banking & Brand team
• Lead transformation initiatives to improve acquisition effectiveness across the full funnel, from traffic to conversion
• Drive innovation through AI, data-driven marketing, targeting and experimentation
• Own annual acquisition plans, growth objectives, KPIs and targets, and manage acquisition, campaign and performance marketing budgets
• Ensure optimal resource allocation and marketing investment returns (CPA), and develop business cases for growth initiatives
• Lead the 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