Mission
Drive the execution of ING's digital acquisition strategy by identifying growth opportunities, increasing digital sales, optimizing acquisition journeys and scaling customer acquisition through data-driven initiatives. The role is accountable for translating the 2032 Acquisition Roadmap into actionable growth initiatives that deliver sustainable business impact. This role is accountable for building and scaling a high-performing digital acquisition engine that drives sustainable customer growth and supports ING's long-term acquisition ambitions.
About the team
You will be part of the Acquisition & Growth ecosystem , working closely with teams across:
Digital Marketing (performance & media);
UX/UI & Customer Experience;
IT & Engineering;
Analytics & Experimentation;
Global ING communities (Growth Tribe, Digital, Marketing);
We operate with a test & learn mindset, focusing on:
Continuous experimentation (A/B testing, CRO);
Data-driven decision making;
Optimization of the acquisition funnel and onboarding journeys;
The team culture is:
Outcome-oriented (conversion, acquisition, CX impact);
Highly collaborative (cross-functional, cross-market);
Forward-looking, with strong focus on AI, personalization and automation;
What success looks like (first 6–12 months)
This person is expected to deliver a +30% year-over-year increase in acquisition KPI volume, while ensuring that 40% of the acquired volume generates recurring revenue.
Your day to day
generates recurring revenue.
Acquisition Strategy & Growth
Own and drive the execution of the digital acquisition roadmap aligned with business growth ambitions through 2032;
Identify, prioritize and develop new customer acquisition opportunities across digital channels;
Translate acquisition targets into scalable growth initiatives and measurable outcomes;
Continuously assess market trends, customer behavior and competitive dynamics to unlock new growth levers;
Digital Sales Performance
Drive growth of digital sales across priority retail products;
Monitor acquisition funnel performance and proactively identify conversion improvement opportunities;
Define and track key acquisition KPIs, including traffic, conversion, cost of acquisition, digital sales and customer value;
Ensure acquisition investments are focused on the highest-impact growth opportunities;
Customer Journey Optimization
Improve end-to-end digital acquisition journeys to increase conversion and reduce friction;
Partner with Product, UX, Marketing, Analytics and Technology teams to deliver customer-centric improvements;
Leverage customer insights, behavioral data, and experimentation results to inform roadmap decisions;
Ensure digital onboarding and sales journeys support business objectives and customer needs;
Experimentation & Growth Engine
Establish and maintain a structured experimentation backlog;
Lead growth experiments and A/B testing initiatives to improve acquisition performance;
Validate business hypotheses using customer data and performance metrics;
Scale successful initiatives into repeatable acquisition capabilities;
Cross-Functional Leadership
Align acquisition priorities across Growth, Marketing, Product, Sales, Data and Technology stakeholders;
Drive clear decision-making through business cases, performance analysis and customer insights;
Ensure acquisition initiatives contribute to a scalable and sustainable growth ecosystem;
Expected Outcomes
Increased digital customer acquisition and digital sales;
Improved acquisition funnel conversion rates;
Faster identification and delivery of growth opportunities;
Strong alignment between acquisition investments and business outcomes;
Successful execution of the 2032 Acquisition Roadmap;
What you bring to the team
Experience in Digital Growth, Acquisition, Performance Marketing, Digital Product Management or Customer Journey Management;
Strong understanding of digital sales funnels, conversion optimization and growth frameworks;
Experience using customer and…