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.