Head of Digital Sales - B2B - Brussels

Your role and work environment:

As a Head of Digital Sales to lead the digital commercial engine of Business Banking , servicing small and mid-sized companies at ING in Belgium. You will directly report to the Head of Easy Banking and be part of the Easy Banking leadership team, focused not only on digital sales & marketing for Business Banking overall, but also on the commercial performance of the Self-employed & Micro company segment within Business Banking. This is an exciting segment, with a focus on start-ups and entrepreneurs – the backbone of our Belgium economy and future growth.

Your focus will be on accelerating digital growth – both in new client acquisition, but also in maximizing digital engagement and driving x-sell of the existing portfolio. This will be a nice challenge: on the one hand, ING has a large market penetration and a strong digital foundation with sufficient resources. On the other hand, there are several key opportunities to scale digital sales performance across the full customer lifecycle and grow the business.

Success in this position requires close and continuous collaboration with key stakeholders: next to the commercial leads, this entails our product & delivery tribes, marketing teams, risk & compliance functions and of course our global ING teams. Hence, it will be key to ensure strong alignment on priorities, visibility on upcoming developments, and effective feedback loops based on commercial performance and customer behaviour. Your challenge will be to translate this into a holistic digital sales & marketing plan and ensure strong delivery in time & quality.

The Head of Digital Sales owns commercial activation and performance outcomes. This includes optimising digital customer acquisition, onboarding conversion, customer activation and cross‑sell, and of course customer loyalty and retention programs. The role does not own the underlying product value proposition, which remain centrally managed; instead, it ensures that centrally delivered capabilities translate into excellent sales & marketing plans with strong execution to drive commercial results. This includes owning the Business Banking campaign calendar and all digital communication to Business Banking clients across all products.

You will lead a team of 10-15 FTE, composed of

• Customer Journey Experts: working on acquisition and lifecycle optimisation, coordinate digital marketing and CRM activities, campaigns and partnerships, to ensure an integrated commercial approach
• Communication Experts: creating the necessary content and communication assets across different channels and formats, in close alignment with ING’s brand & marketing team
• Data analysts: providing the necessary data insights and intelligence, not only to enable personalized digital communication at scale, but also to constantly measure the impact of our actions

Your key responsibilities:

Strategy & Delivery

• Define and execute the Digital Sales strategy for Business Banking, aligned with ING’s business objectives and commercial plan.
• Drive a strong acquisition‑first agenda, while progressively strengthening activation, cross‑sell, retention, and churn reduction through digital channels.
• Own the end‑to‑end digital commercial funnel, from traffic and lead generation to onboarding and early customer activation.
• Translate centrally delivered digital capabilities into measurable commercial outcomes.
• Own the Digital Sales roadmap, monitor progress, and ensure timely delivery of key milestones.

Digital Marketing, CRM & Campaigns

• Own the Business Banking campaign calendar and specifically digital marketing plan, including always‑on acquisition, targeted digital campaigns, and lifecycle initiatives.
• Lead CRM and customer communications, ensuring relevant, timely, and personalised messaging across the customer lifecycle.
• Plan, execute, and optimise campaigns across channels, in close coordination with Brand & Communications and global teams.
• Ensure strong performance tracking and continuous optimisation of campaign effectiveness.

People Leadership

• Lead, and inspire a multidisciplinary Digital Sales team (10-15 FTE), including customer journey experts, communication experts, and data analysts
• Foster a culture of ownership, empowerment, accountability, experimentation, and continuous learning.
• Provide clear direction, coaching, and development to enable high performance at both individual and team level.

Customer Focus

• Champion a customer‑centric digital mindset, ensuring digital sales journeys are intuitive, relevant, and frictionless.
• Ensure customer needs and behaviours are reflected in targeting, funnel design, messaging, and activation mechanics.
• Continuously improve customer outcomes while balancing commercial performance and compliance.

Stakeholder Management

• Ensure close alignment with other key senior stakeholders: Private Individuals segment, Brand & Comms and Design teams, Product Tribes, Legal & Compliance, Risk, Data, etc.

• Be always up to date with the latest market and internal developments: new releases, product launches, digital trends, with constant performance feedback.
• Collaborate on bank level to ensure seamless commercial orchestration across customer segments (private individuals, private banking, wholesale banking).
• Engage and influence senior stakeholders, ready to present strategic plans and updates to the Business Banking Management Team and ING Belgium Executive Committee.
• Act as the single point of accountability for Digital Sales performance within Business Banking.

Performance Management

• Set clear objectives and KPIs across the digital funnel, including acquisition volumes, conversion rates, CPA, CLV, activation, cross‑sell uptake, retention, and churn.
• Establish performance cadences, dashboards, and prioritisation mechanisms to steer execution and elevate performance marketing.
• Drive a test‑and‑learn culture, using data and insights to continuously improve digital sales effectiveness.

We look for

• Proven experience in digital sales, digital marketing, CRM, growth, and digital commercial leadership.
• Strong digital experience across multiple channels (at least 10 years), understanding how channels complement each other.
• Data driven decision making skills, with strong understanding of digital funnels and performance metrics.
• Experience in Business Banking or financial services is highly valued, but not mandatory.
• Demonstrated leadership of multidisciplinary teams in complex, regulated environments.
• Strong track record of delivering measurable commercial results through digital channels.
• Clear, impactful communicator who adapts style to audience and context.
• B2B expertise / background is preferred, but not a must.
• You love collaborating with different people and working within an international context.
• You love to challenge the status quo and are eager to propose creative solutions to problems.
• You hold a Master’s degree or are qualified with relevant experience.
• You are fluent in Dutch or French and English.

We offer you

• A role with real impact in a rapidly evolving digital ecosystem.
• Personal growth & challenging work with endless opportunities to realize your ambitions.
• A dynamic, informal culture supported by passionate colleagues.
• An agile environment where ideas matter more than hierarchy.
• An attractive compensation package.
• A flexible and empowering hybrid work model.

We redefine banking. What about you?

Apply now