Area Lead Customer Development and Retention

Product Area Lead Customer Development & Retention

Growth Tribe Belgium | Private Individuals

Mission

The Product Area Lead Customer Development & Retention is accountable for ING Belgium’s end-to-end customer development agenda across the Private Individuals segment, owning the strategic direction, execution and transformation of customer development, engagement and retention. As a senior leader within the Growth Tribe, the role owns strategic business outcomes, must-win battles, long-term capability development, investment prioritisation and overall customer growth performance. The role reports to the Tribe Lead Growth.

Strategic Leadership & Transformation

• Own the Customer Development & Retention strategy, roadmap and outcomes.
• Lead transformation initiatives across customer development, engagement, retention and digital sales.
• Shape business planning, resource allocation and performance marketing investment decisions.
• Drive innovation through AI, analytics, personalisation and digital growth capabilities.
• Represent the domain in strategic decision-making forums together with the Tribe Lead Growth.

Business Planning & Financial Accountability

• Own annual business plans, objectives, KPIs and strategic priorities (Must win battles) with regard to primary mobile customer development, cross-buy and active customers.
• Manage significant investments and budgets across digital sales campaigns, performance marketing and retention capabilities.
• Ensure resource optimisation and sustainable commercial value creation.
• Provide strategic performance recommendations to senior management and executive stakeholders.

Leadership & Organisational Capability

• Lead a Product Area consisting of 2 Product Leads, multiple squads and multidisciplinary experts (25+ direct and 10 functional resources).
• Build organisational capabilities, succession plans and talent development frameworks.
• Coach Product Leads and senior experts while building a high-performance culture.
• Drive alignment, prioritisation and execution across interconnected growth initiatives.

Customer Growth & Commercial Ownership

• Own customer development, digital sales, engagement, retention, cross-sell and customer value outcomes (CPA).
• Own senior-management KPIs and Must-Win Battles contributing to ING Belgium commercial performance.
• Lead proactive churn prevention and customer engagement programmes using analytics and behavioural insights.
• Establish best-in-class experimentation and analytics capabilities.

Stakeholder Leadership

• Influence decisions across Product, Channels, Marketing, Communications, Analytics, Customer Intelligence and Private Individuals as a broader organisation.
• Present business cases, performance outcomes and strategic recommendations to senior leadership and executive stakeholders.

Risk, Regulatory & Governance Leadership

• Act as accountable senior leader for first-line risk management activities within the area in alignment with Tribe Lead Growth and risk stakeholders.
• Ensure regulatory, compliance, privacy and governance requirements are embedded in all customer growth activities of the Area.

Experience & Competencies

• Master’s degree or equivalent.
• 15+ years 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.
• Excellent communication and storytelling skills, with the ability to engage audiences from specialist to executive level.
• Strong ownership mentality and results-oriented leadership style, assertive
• Background in Agile ways of working within Tribes, Areas and Squads.
• Highly data-driven.

Reporting Line and Classification

The Customer Development & Retention PAL reports hierarchically to the Tribe Lead Growth and operates within the Growth Tribe.

The role leads the Customer Development & Retention Area and is accountable for the strategy, delivery, evolution of this Area.

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Paulina Cupriak

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ING’s vision is to unlock our people’s full potential through our inclusive culture where everyone has the opportunity to develop and have impact for our customers and society. To achieve this vision, our policies support diversity, equity, and inclusion. As an equal opportunity employer, we do not tolerate discrimination of any kind with regard to age, gender, gender identity, cultural background, experience, religion, race, ethnicity, disability, family responsibilities, sexual orientation, social origin, or any other status protected by applicable law. If you require any assistance or if we can accommodate you in any way when participating in our application and/or interview process, please email the recruiting contact listed for the relevant position. We will be happy to work with you to ensure a fair and accessible process. Read more about our commitment to diversity, inclusion and belonging here.

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