Job Description

A curious mindset fuels great ideas. That's what we believe at ING. As part of our team, you will work in a dynamic and international environment. An environment in which you learn very quickly and where you can make an immediate impact. 

In our Digital Channels Tribe we are looking for a Digital Customer Journey expert for Digital Sales and Data NL team. Within Digital NL we are responsible for Digital sales and the engagement/experience on ing.nl and the ING app. 

Every day we have millions of interactions with customers. Customers who do their daily banking, but also customers who are looking for a financial product. 

Strategy and execution ownership

• Own and execute the end‑to‑end organic growth strategy across classical search, AI‑driven search, LLMs and social discovery platforms.

• Translate strategy into concrete initiatives, backlogs, experiments and releases with clear owners, timelines and impact.

• Build, maintain and continuously optimise a scalable organic growth engine, including tooling, processes, templates and standards.

Hands‑on delivery & optimisation

• Actively analyse, optimise and improve organic performance through:

• Technical SEO improvements

• Content optimisation and creation frameworks

• Information architecture and internal linking

• Structured data, GEO and AI‑search readiness

• Use data, research and experimentation to identify opportunities, define hypotheses and push improvements into production

• Set up and own experiments, A/B tests and pilots to validate new growth levers and emerging search behaviours.

Embedded execution in product teams

• Embed SEO structurally in agile product teams, ensuring it is part of refinement, design, development and release cycles.

• Translate SEO requirements into clear tickets, acceptance criteria and implementation guidance for developers and designers.

• Proactively block issues, unblock teams and drive delivery, rather than operating as an advisory function only.

Ownership, prioritisation & impact

• Take full accountability for organic growth results, including traffic, conversion and contribution to business KPIs.

• Define and manage clear roadmaps, priorities and trade‑offs based on impact, effort and dependency.

• Track performance closely and steer based on results, not activity.

Collaboration & influence

• Act as hands‑on sparring partner for product managers, engineers, marketers and agencies.

• Work closely with advertising and branding teams to align paid, owned and organic search from a holistic growth perspective.

• Lead by example in execution while raising the overall SEO maturity across teams and stakeholders.

Innovation & capability building

• Actively test, validate and implement new organic growth opportunities, including LLM visibility, AI‑driven discovery and emerging platforms.

• Develop practical best practices, playbooks and guidelines that can be reused and scaled.

• Contribute actively to ING’s international search communities, sharing learnings, tooling and execution frameworks across markets.

Skills & Experience

• 5+ years of hands‑on SEO and organic growth experience, with a clear track record of execution and measurable impact.

• Bachelor’s or Master’s degree.

• Experience working both agency‑side and in‑house, preferably in product‑led environments.

• Strong ability to turn strategy into execution, not just define direction.

• Proven experience working with developers, product teams and agile ways of working

• Comfortable using AI, automation and workflows to scale impact and reduce manual effort.

• Strong analytical mindset, with the ability to connect actions to business results

• Curious, pragmatic and action‑oriented mindset toward the future of search.