Area Lead Customer Development and Retention

About the role

The Product Area Lead Customer Development and Retention is accountable for ING Belgium's end-to-end customer development agenda across the Private Individuals segment. Reporting to the Tribe Lead Growth, the role owns the strategy, execution and transformation of customer development, engagement and retention, including strategic business outcomes, investment prioritisation and customer growth performance.

Key responsibilities

• Own the Customer Development and Retention strategy, roadmap and outcomes, and lead transformation across customer development, engagement, retention and digital sales
• Shape business planning, resource allocation and performance marketing investment decisions, and drive innovation through AI, analytics and personalisation
• Own annual business plans, objectives, KPIs and must-win battles, and manage investments and budgets across digital sales campaigns, performance marketing and retention capabilities
• Lead a Product Area of 2 Product Leads, multiple squads and 25+ direct and 10 functional resources, including coaching, succession planning and talent development
• Own customer development, digital sales, engagement, retention, cross-sell and customer value outcomes (CPA), and lead proactive churn prevention and engagement programmes
• Establish best-in-class experimentation and analytics capabilities, and influence decisions across Product, Channels, Marketing, Communications, Analytics, Customer Intelligence and Private Individuals
• Act as accountable senior leader for first-line risk management, and ensure regulatory, compliance, privacy and governance requirements are embedded in growth activities

Required profile

• Master's degree or equivalent
• 15+ years of leadership experience in commercial growth, customer lifecycle management, digital sales or transformation
• Track record leading managers and multidisciplinary organisations in complex matrix environments
• Demonstrated ownership of strategic planning, marketing investment management and transformation delivery
• Strong executive influencing, stakeholder management and organisational leadership capabilities

Required skills

• Excellent communication and storytelling skills, able to engage audiences from specialist to executive level
• Background in Agile ways of working within Tribes, Areas and Squads
• Highly data-driven approach