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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