Job Description

Our Global Brand & Marketing team is looking for an experienced and inspiring Brand Strategy & Marketing Lead to drive the global brand and marketing agenda for ING. In this role, Brand & Marketing is your core domain: you will shape ING’s global brand strategy, steer segment marketing strategies, and accelerate commercial growth across Retail and Wholesale Banking. Alongside this, you will play a critical role in Brand Identity & Design, ensuring our brand identity is consistently distinctive, recognisable and future‑proof across all markets and touchpoints.

This is an opportunity to lead a strategic, global domain at the heart of ING’s ambition:

• To become the most loved, impactful and valued Retail bank

• To become Europe’s best Wholesale bank, powered by our global network

You will lead a team of experts, collaborate with senior stakeholders worldwide and influence how our customers experience the ING brand every day.

The Team

You will lead a team of 8 brand & marketing experts and 3 Retail segment leads and the Brand Identity & Design lead, who leads a team of 7 experts, reports into you. You report to the Head of Global Brand & Marketing.

Brand & Marketing sits within the Global Brand, Marketing & Communications department and works closely with teams worldwide.

Roles and responsibilities

Brand & Marketing Leadership

You will lead the brand and marketing strategy for ING globally, empowering our markets and business lines to grow value and relevance.

• Build an inspiring, differentiating brand positioning for Retail and Wholesale Banking, aligned to business priorities.

• Define how value propositions come to life across segments and markets, steering holistic messaging and storytelling.

• Own global marketing plans across the full funnel — from awareness to conversion — including channel strategy, content creation, campaign frameworks and effectiveness measurement.

• Contribute to product marketing initiatives by shaping compelling product messaging, launch strategies and go‑to‑market materials in collaboration with Retail, Wholesale and local markets.

• Drive centrally led global initiatives that embed ING’s brand difference into propositions, communications and experiences.

• Lead global sponsorships and partnerships to increase brand relevance and engagement with priority customer segments (e.g. Gen Z, affluent, private banking).

• Steer ING’s global social media strategy, including content frameworks, audience approach, partnerships and measurement.

Brand Identity & Design Leadership

You ensure ING’s brand identity is distinctive, coherent and creatively strong — globally and across all touchpoints.

• Guide the evolution and guardianship of ING’s global brand identity, across visual, verbal, sound and experiential elements.

• Oversee the brand design system and ensure consistent implementation in all markets and channels.

• Ensure brand identity plays a visible and embedded role in all marketing, product, sponsorship and partnership initiatives.

• Maintain strong global alignment on brand expression, including campaign look & feel, digital identity, physical environments and design assets.

Leadership & Stakeholder Management

You will be part of the Global Brand, Marketing & Communications leadership team.

• Build strong relationships with senior stakeholders in local markets, Retail Banking, Wholesale Banking and the Global organisation.

• Foster a connected, engaged global Brand & Marketing community.

• Collaborate closely with Media, Analytics & Insights, and other central teams to elevate marketing capabilities.

How to succeed

We hire smart people like you for your potential. Our biggest expectation is that you’ll stay curious. Keep learning. Take on responsibility. In return, we’ll back you to develop into an even more awesome version of yourself.

We are looking for the following knowledge and experience:

• 15+ years experience in marketing leadership, stakeholder management and complex multi-national organizational structures.

• Master’s degree in marketing or other relevant field

• Excellent brand and marketing knowledge, with a proven track record in realising business growth with marketing strategies.

• Strong experience in overseeing and creating integrated (international) marketing plans across the full marketing funnel, including management of creative agencies.

• Deep expertise in brand identity and design systems: visual identity, verbal & sound identity, digital applications, creative direction and design governance.

• Experience in coordinating teams across markets, ideally in a global role.

• Experience with leading a vast team of professionals and sub-leads.

Rewards and benefits

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:

• 25-28 vacation days depending on contract

• Pension scheme

• 13th month salary

• 8% Holiday payment

• Hybrid working

• Personal growth and challenging work with endless possibilities

• An informal working environment with innovative colleagues

About us

Curious about how ING empowers people and businesses to move forward?

Discover what we do and what we can offer you

Questions?

Please visit our Frequently Asked Questions section to find some answers on questions you might have. If you're questions are not answered, you can also contact the recruiter attached to the advertisement. Want to apply directly? Please upload your CV and motivation letter by clicking the ‘Apply’ button.