Digital Customer Journey Expert – Customer Acquisition & Engagement

Your new work environment

We have bold ambitions to improve the digital experience for our customers while empowering people’s financial health. At the same time, we want to make a positive contribution to the society and the world we live in.

In Tribe Daily Banking and Client First, we are responsible for:

• End-to-end management of daily banking products with all aspects (incl. definition of commercial strategy, value proposition design, delivery roadmap, P&L and risk management)
• Overall orchestration of mass retail segment (client ownership, acquisition, onboarding, retention, churn management, 3rd party services)
• Leading ING retail digitalization roadmap for delivering a superior digital/mobile customer experience.

We offer more than only daily banking services; we are also responsible for the growth of our customer portfolio in terms of both acquisition of new client and development of the relationship with existing clients pertaining to their daily banking needs. You will collaborate in a team focused on acquiring prospects and engaging them to strengthen their relationship with ING by offering a seamless and compelling experience.

About your new role

You will be part of the Customer Acquisition and Growth domain within the Daily Banking & Client First tribe, a strategic and important position in which you will strongly collaborate with other tribes.

As a Customer Journey Expert (CJE) focused on the Starters Value Proposition, you will play a key role in designing and delivering end‑to‑end daily banking experiences for young customers typically aged 25-35, entering financial independence. You will translate deep customer insights into concrete value propositions, journeys, and services that meet the unique financial, administrative, and emotional needs of Starters.

Your daily activities

Working within a squad focused on supporting client acquisition and engaging with the segments during their key moments of life, you will collaborate closely with product managers, data analysts, UX/UI designers, marketing specialists, and operational teams to build, validate, and implement solutions that drive customer satisfaction, acquisition, and long-term engagement.

You will be responsible for:

1. Customer Insight & Problem Discovery

• Conduct qualitative and quantitative research to deeply understand starter personas, motivations, and financial behaviors.
• Leverage customer interviews, journey mapping, benchmark studies, and market insights to identify key opportunities for differentiation and value creation.
• Monitor evolving trends in digital banking, financial habits of young adults, and evolving expectations around guidance and autonomy.

2. Journey Design & Value Proposition Development

• Define and refine the end‑to‑end Starter journey, from onboarding to daily usage and early life decisions.
• Shape a compelling value proposition that encompasses products, digital experiences, onboarding, and service elements tailored to Starters.
• Translate insights into clear problem statements, hypotheses, and customer‑centered solutions.
• Build prototypes, orchestrate user tests, and iterate rapidly based on learnings.

3. Delivery & Implementation

• Collaborate with product owners and delivery teams to translate solutions into backlog items, acceptance criteria, and measurable outcomes.
• Ensure smooth implementation across channels (app, web, remote, customer service).
• Build campaigns/events to drive awareness and drive adoption of key features relevant to starters
• Monitor performance metrics and customer feedback to continuously improve the starter proposition.

4. Stakeholder Management & Cross‑Team Collaboration

• Work closely with compliance, legal, operations, and risk teams to ensure solutions meet regulatory standards.
• Partner with marketing and communication teams to ensure consistent narrative and strong activation.
• Align across tribes to ensure a coherent and seamless customer experience across touchpoints.

5. Metrics & Impact Tracking

• Track key Starter KPIs (acquisition, engagement, feature usage, retention).
• Analyze performance through dashboard and customer insights
• Identify and prioritize improvements based on evidence and business impact.

How to be successful

A colleague with a talent for taking it on and making it happen, enthusiasm for helping others to be successful and a knack for always being a step ahead. In other words, you strive to bring fresh ideas to life and embrace challenges in a fast changing and complex environment. You are naturally collaborative, structured, and customer-focused, and you challenge the status quo with creative solutions.

You bring:

• 3+ years of relevant experience in a similar role such as Growth Manager, Value Proposition Manager, Product Manager, Growth Product Manager, Acquisition, etc.
• Fluency in English is required a if you speak Dutch and/or French it is strong pre
• Experience in customer journey management, lifecycle marketing, customer experience design and journey mapping
• Hands-on and continuously test and improve solutions, structured and able to translate strategy into execution
• Current residency in Belgium and (if applicable) a valid working visa

Rewards and benefits

Within the Daily Banking & Client First department, you can expect a challenging and high-impact environment where you directly contribute to growing our customer base. And a clear purpose, a unique offer and a range of flexible compensation and other benefits. With also the possibility to invest in your professional and personal growth thanks to the expertise of our teams across the global ING network, and our knowledge sharing culture.

We want to make sure that it’s possible for you to strike the right balance between your career and your private life. Find out more about our employment conditions.

The benefits of working with us at ING include:

• An attractive gross salary, depending on your job category and professional experience
• Hybrid working (onsite Tuesdays and Fridays)
• Flex Budget
• 20 statutory holidays, plus an additional 9–11 days of annual leave, 1 regional public holiday, and 4 bank holidays
• Profit Sharing
• Reimbursement of your train or bus pass
• Telephone subscription and internet allowance
• Pension Plan
• Hybrid working
• Personal growth & challenging work with endless opportunities to realize your ambitions
• An informal, dynamic environment with innovative colleagues supporting your endeavours’
• A progressive and agile way of working, where new ideas are valued ahead of convention

About us

We’re on a journey that’s centered around our customers, powered by technology and driven by smart, determined people. Our customers feel that we empower them to stay a step ahead in life and in business. We’re proud of that!

Curious about how ING empowers people and businesses to move forward? Discover what we do and what we can offer you.

Questions or want to apply directly?

Should you have any questions, please contact the recruiter attached to the advertisement. Want to apply directly? Please upload your CV and motivation letter by clicking the ‘Apply’ button. We are looking forward to meeting you!

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