Product Lead New-to-Bank NL

Product Lead   New to Bank   NL

As Product Lead New-to-Bank Acquisition NL, you   are responsible for   growing digital customer acquisition in the Netherlands. You own the journey from attracting prospects to converting them into   customers and   activating them in their first   30 days .

You bring deep   expertise   in performance marketing, advertising technology, digital channels, and measurement. You know how to grow through platforms like Google,   Meta   and TikTok, and how to use data, audiences,   experimentation,   and attribution to improve performance.

This role combines commercial ownership, marketing   expertise , technology understanding,   stakeholder management,   and strong leadership.

What   you’ll   do

- Own digital acquisition of new-to-bank customers in the Netherlands.

- Drive the first   30 days   of the customer journey, from onboarding to activation.

- Steer on the key KPI of converting new customers into Primary Mobile Customers .

- Build and   optimize   acquisition strategies across paid,   owned   and digital channels.

- Lead performance marketing across channels such as Google,   Meta   and TikTok .

- Improve traffic quality, conversion, cost efficiency,   activation   and customer value.

- Strengthen advertising   maturity through   advanced   tracking, tagging,   attribution   and measurement.

- Build audiences,   experiments,   and insights to improve the full funnel.

- Work closely with marketing, analytics, IT, product,   risk   and business teams.

- Lead with a test-and-learn mindset and create   a strong performance   culture.

What makes you successful?

We are looking for a  commercially driven leader  with a proven  expertise  in performance marketing :

- have at least  10 years of experience  in performance marketing, growth, digital  marketing  and measurement

- True   expert in performance marketing channels   like Google, Meta,   Tiktok   and so on.

- Experience in  budget management with commercial KPIs  at high scale

- excel in  data-driven decision making  and translating insights into action;

- have experience with  funnel optimization ,  audience building , and  experiment design ;

- are a  people leader  who grows teams, stimulates ownership, and strengthens collaboration;

- are curious, entrepreneurial, and not afraid to think big;

- speak fluent Dutch and English;

- have completed  a  HBO/WO degree;

- thrive in a  dynamic, complex, and international environment .

Your work environment

You work within   Tribe Growth , where we reach millions of customers daily via ING.nl and the ING app. We activate customers through external channels, personalize journeys, run continuous experiments, and work fully agile — all with the goal of improving the digital experience every single day.

Our culture is built on:

- self ‑ starting  mentality

- can ‑ do attitude

- inspiring   and   elevating   each   other

- curiosity   and   willingness   to  experiment

- embracing mistakes and learning from them