Area Lead Engagement & Channels
The Growth Tribe is the growth engine for Private Individuals (PI) NL, translating commercial ambition into measurable customer and business outcomes across the full digital lifecycle.
About the role
As Area Lead Engagement & Channels, you are accountable for strengthening customerdriven engagement and retention across ING’s digital channels in the Netherlands. You lead a multidisciplinary area responsible for ensuring customers remain active, engaged and
loyal by translating behavioural insights into timely, relevant and orchestrated interactions at scale.
This role sits at the heart of ING’s ambition to grow primary mobile customers, increase active usage and reduce churn structurally. You connect customer behaviour, data-driven insights and activation capabilities into one integrated approach and ensure these are embedded in customer journeys and channels.
Key responsibilities
- Own and steer the engagement and churn strategy with clear outcome-based targets.
- Increase digital engagement and active usage across channels, including app and owned channels.
- Reduce churn structurally using behavioural insights, predictive models and targeted interventions.
- Lead customer orchestration and decisioning to ensure relevant propositions are delivered through optimal channels.
- Translate data and insights into actionable execution and continuous performance improvement.
- Lead and develop multidisciplinary teams, including Product Leads and Customer Journey Experts.
- Partner closely with Data, Martech and Product Tribes to embed engagement into journeys.
- Establish scalable and reusable engagement approaches, reducing reliance on one-off campaigns.
Your capabilities
- Experience in customer engagement, retention, churn or lifecycle management.
- Strong leadership experience across multidisciplinary teams.
- Data-driven mindset with experience in analytics, models and experimentation.
- Experience with customer orchestration, personalization or decisioning.
- Ability to work across organizational boundaries and influence stakeholders.
- Structured, outcome-focused leadership style with strong accountability.
Reporting line and classification
The Area Lead Engagement & Channels reports hierarchically to the Tribe Lead Growth and operates within the Growth Tribe in the Private Individuals NL domain. This role is classified as GJA 20
