Job Description

Senior Paid Marketing Manager

Drive the future of digital growth at ING

Are you a senior digital marketing professional with a proven track record in scaling paid media performance, leading agency partnerships, and delivering measurable commercial results? Do you thrive on translating customer insights into growth opportunities and influencing strategic decisions across multiple stakeholders?

We're looking for a Senior Paid Marketing Manager to join our Cross-Buy Products Digital Sales team (Investments, Insurance & Loans) and take ownership of ING's paid marketing strategy across key growth propositions.

As our new Senior Paid Marketing Manager, you will define and execute the paid media vision, maximize commercial impact, and lead the development of data-driven marketing initiatives that accelerate customer acquisition, engagement, and conversion.

What You'll Do

Strategic Leadership & Growth

• Define and own the paid marketing strategy across Investments, Insurance, and Loans.
• Develop and execute scalable growth plans aligned with commercial objectives and customer needs.
• Translate business goals into measurable acquisition, conversion, and revenue targets.
• Identify emerging market trends, technologies, and opportunities to maintain ING's competitive edge.

Performance Marketing Excellence

• Own and optimize multi-million-euro paid media investments across Search, Display, Paid Social, Video, and Affiliate channels.
• Drive ING's incrementality and measurement strategy, ensuring marketing investments generate maximum business value.
• Lead advanced experimentation programs to improve acquisition efficiency and conversion rates.
• Continuously optimize channel mix, audience strategies, attribution models, and bidding methodologies.

Agency & Partner Management

• Act as the primary strategic counterpart for media and digital marketing agencies.
• Challenge and guide agency performance through clear KPIs, governance structures, and performance reviews.
• Identify opportunities for innovation and ensure best practices are embedded across campaigns and channels.
• Build strong relationships with key external partners such as Google, Meta, and media vendors.

Data, Analytics & Commercial Impact

• Establish robust performance frameworks and reporting structures.
• Transform complex customer and campaign data into actionable business recommendations.
• Lead forecasting, budgeting, and investment decisions based on commercial priorities.
• Drive continuous improvement through advanced analytics, customer insights, and marketing measurement.

Stakeholder Leadership

• Influence senior stakeholders across Product, Digital Sales, Analytics, Brand, and Commercial teams.
• Align multiple teams around shared growth objectives and marketing priorities.
• Act as a thought leader within ING for paid media, growth marketing, and digital acquisition.

What You Bring

Experience & Expertise

• 8+ years of experience in digital marketing, with extensive expertise in Paid Media, Performance Marketing, and Growth Strategy
• Proven success managing significant marketing budgets and delivering measurable commercial growth.
• Strong experience leading relationships with media agencies, strategic partners, and technology vendors.
• Deep expertise in Search Engine Advertising (SEA), digital acquisition, audience management, and attribution methodologies.
• Experience designing and executing large-scale performance marketing strategies.

Analytical & Strategic Thinking

• Advanced knowledge of marketing analytics, customer journey analysis, incrementality testing, and experimentation frameworks.
• Strong commercial acumen with the ability to connect marketing performance to business outcomes.
• Experience building business cases, investment plans, and executive-level recommendations.

Leadership & Influence

• Demonstrated ability to influence senior stakeholders and navigate complex organizational environments.
• Strong project leadership skills with experience managing cross-functional initiatives.
• Ability to mentor, coach, and elevate marketing capabilities within teams.

Qualifications

• Master's or Bachelor's degree with academic working and thinking level.
• Native or fluent Dutch and professional English proficiency.
• Experience working in Agile organizations and multidisciplinary squads.

Why Join Us

At ING, we're building the most mobile bank in the Netherlands. Within Digital NL, you'll play a leading role in shaping how more than 8 million customers discover and engage with our products.

You'll join a highly ambitious team where data, experimentation, innovation, and customer value drive every decision. In this role, you'll have the opportunity to influence strategic growth initiatives, work with leading industry partners, and make a direct impact on ING's commercial performance.

What We Offer

• 36-hour work week with hybrid flexibility.
• Competitive salary aligned with a senior leadership role.
• 13th month salary.
• 8% holiday allowance.
• 3.5% Individual Savings Contribution (BIS).
• Pension accrual.
• Mobility card for flexible commuting.
• Excellent development opportunities and access to industry-leading learning programs.
• The chance to shape the future of digital growth for one of the Netherlands' most innovative financial institutions.

Success in this role looks like:

• Delivering sustainable growth in digital sales and customer acquisition.
• Optimizing paid media ROI through data-driven investment decisions.
• Building high-performing agency partnerships and marketing ecosystems.
• Influencing strategic business decisions through insights and performance expertise.
• Driving innovation in measurement, experimentation, and digital marketing effectiveness.