About this role
Product Lead New to Bank NL
As Product Lead New-to-Bank Acquisition NL, you are responsible for growing digital customer acquisition in the Netherlands. You own the journey from attracting prospects to converting them into customers and activating them in their first 30 days.
You bring deep expertise in performance marketing, advertising technology, digital channels, and measurement. You know how to grow through platforms like Google, Meta and TikTok, and how to use data, audiences, experimentation, and attribution to improve performance.
This role combines commercial ownership, marketing expertise, technology understanding, stakeholder management, and strong leadership.
What you’ll do
• Own digital acquisition of new-to-bank customers in the Netherlands.
• Drive the first 30 days of the customer journey, from onboarding to activation.
• Steer on the key KPI of converting new customers into Primary Mobile Customers.
• Build and optimize acquisition strategies across paid, owned and digital channels.
• Lead performance marketing across channels such as Google, Meta and TikTok.
• Improve traffic quality, conversion, cost efficiency, activation and customer value.
• Strengthen advertising maturity through advanced tracking, tagging, attribution and measurement.
• Build audiences, experiments, and insights to improve the full funnel.
• Work closely with marketing, analytics, IT, product, risk and business teams.
• Lead with a test-and-learn mindset and create a strong performance culture.
What makes you successful?
We are looking for a commercially driven leader with a proven expertise in performance marketing:
• have at least 10 years of experience in performance marketing, growth, digital marketing and measurement
• True expert in performance marketing channels like Google, Meta, Tiktok and so on.
• Experience in budget management with commercial KPIs at high scale
• excel in data-driven decision making and translating insights into action;
• have experience with funnel optimization, audience building, and experiment design;
• are a people leader who grows teams, stimulates ownership, and strengthens collaboration;
• are curious, entrepreneurial, and not afraid to think big;
• speak fluent Dutch and English;
• have completed a HBO/WO degree;
• thrive in a dynamic, complex, and international environment.
Your work environment
You work within Tribe Growth, where we reach millions of customers daily via ING.nl and the ING app. We activate customers through external channels, personalize journeys, run continuous experiments, and work fully agile — all with the goal of improving the digital experience every single day.
Our culture is built on:
• self‑starting mentality
• can‑do attitude
• inspiring and elevating each other
• curiosity and willingness to experiment
• embracing mistakes and learning from them