At ING, we are continuously evolving the way we engage with our customers. Our product tribes have delivered outstanding results in optimizing individual journeys and propositions, laying a strong foundation for customer-centric innovation. Building on this success, we have established the Growth Tribe: a new, data-driven organization designed to complement and enhance the work of our product tribes by orchestrating the full customer relationship across all touchpoints, channels, and life stages.
The Growth Tribe is a cornerstone of ING’s “growing the difference” strategy—our commitment to delivering superior value to customers by creating distinctive experiences. It also plays a key role in enabling our “be-first” ambition, which focuses on becoming the most loved, most impactful, and most valued bank in the markets where we operate. By bringing together customer insights, analytics, and orchestration into one cohesive unit, the Growth Tribe empowers ING to move beyond product excellence and toward a holistic, customer-first approach that drives engagement, loyalty, and value creation.
Our ambitions
The Growth Tribe is responsible for orchestrating the total customer relationship throughout a client’s lifetime with ING. This includes driving performance on KPIs such as Net Promoter Score (NPS), churn, primary mobile customers, 3+ product ownership and overall Customer Lifetime Value (CLTV). It also leads the development of analytical models for PI NL, makes NPS research actionable, and caters for strategic reporting to support ING-wide ambitions on engagement, loyalty, and sustainable growth. The tribe works in close collaboration with product and sales teams, enriching their efforts with data-driven insights, initiating product-overarching campaigns, and ensuring pricing governance from a customer perspective. The Growth Tribe acts as a catalyst for smarter commercial strategies, more relevant customer interactions, and a unified approach to customer value across Retail.
The team
The Growth Tribe will consists of 4 area’s: covering a scope of in total 120+ Fte, led by a leadership team of 4 reporting to the Tribe Lead. The 4 areas are as follows:
- Customer Relationship: Focused on delivering insights that enable product tribes to build and execute strategies that increase CLTV, reduce churn, and improve engagement. It leads on NPS research and makes this actionable to act upon for teams, and is responsible for the development and maintenance of datamodels to improve customer relationship of Private Individuals Pricing & Orchestration: Responsible for customer-level pricing mechanisms, orchestration of customer outreach in app, web or the advice channels, and campaign feedback loops to optimize commercial effectiveness.
- Strategy & Reporting: Drives strategic initiatives, performance dialogues, and standardized KPI reporting to Executive Committee (ExCo) of ING Netherlands and global stakeholders.
- Area Data Experts: A large and diverse team of data analysts and scientists allocated across the business to ensure high-impact insights and continuous improvement.
The tribe works closely with all product tribes within Private Individuals, as well as Private Banking, and is governed under the Head of Private Individuals NL to ensure alignment and impact across the full customer base.
Roles and responsibilities
As Tribe Lead, you will be responsible for shaping and executing the strategic direction of the Growth Tribe. You will lead a multidisciplinary leadership team and collaborate with senior stakeholders across ING to drive customer-centric growth and commercial success. Your key responsibilities include:
- Defining and communicating a clear strategy focused on maximizing CLTV and orchestrating the full customer relationship, aligned with ING’s mission and values.
- Leading the development and execution of business plans, setting objectives, managing budgets, and ensuring delivery of key outcomes across all areas of the tribe.
- Driving data-driven improvements in customer engagement, pricing, and lead generation, and ensuring the quality and effectiveness of analytical models and insights.
- You establish and oversee KPIs to monitor the effectiveness of strategies and initiatives, making data-driven adjustments as needed.
- Representing the customer voice across ING, challenging product tribes with insights, and initiating cross-product campaigns and propositions.
- You facilitate effective communication and collaboration between different functional areas within and beyond the Tribe Growth to ensure cohesive strategy implementation and optimal resource utilization.
- Managing stakeholder relationships across Private Individuals, Private Banking, Business Banking and global functions, and representing the tribe in strategic forums and governance bodies.
- Ensuring first-line risk management and compliance with ING’s risk appetite and regulatory requirements.
Your performance will be measured through KPIs on customer (e.g., NPS, churn, digital engagement), financial (e.g., CLTV, cost allocation), ESG (e.g., sustainable engagement), people (e.g., organizational health, diversity), and compliance (e.g., risk management).
How to succeed
We hire smart people like you for your potential. Our biggest expectation is that you’ll stay curious, keep learning, and take on responsibility. In return, we’ll support your growth and development. You:
- Have a master’s degree and at least 10–15 years of managerial experience in data-driven commercial or strategic roles, preferably in financial services.
- Bring deep expertise in organizational change, customer analytics, pricing, marketing, or digital engagement, and a proven track record of leading large, multidisciplinary teams.
- Know that a customer centric approach, visionary leadership and excellent communication skills are the cornerstones of innovation and commercial success.
- Collaborate and build relationships with internal and external stakeholders.
- Are able to navigate different perspectives and manage conflicts professionally.
- Drive towards meaningful and sustainable impact with determination in a persistent and constructive manner.
- Demonstrate a high level of self-awareness, use feedback and reflection, and are able to adjust behavior where needed.
- Know that leadership is a team effort fueled by engagement.
- Have excellent communication skills in English, both verbally and in writing.
It goes without saying that you are an example for our orange code: you take it on and make it happen, you help others to be successful and you’re always a step ahead.
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. Whether it’s a webshop and personal budget for your home office supplies, paid maternity & parental leave, we have you covered! You can find out more about our employment conditions at ING Benefits.
The benefits of working with us at ING include:
- An excellent base salary.
- The salary is tailored to your qualities and experience.
- 24-27 vacation days depending on contract.
- Pension scheme.
- 13th month salary.
- Individual Savings Contribution (BIS), 3.5% of your gross annual salary.
- 8% Holiday payment.
- Hybrid working to blend home working for focus and office working for collaboration and co-creation.
- Personal growth and challenging work with endless possibilities.
Ready to apply?
Please note that we are happy to receive your application in English. Please add a recent CV plus a cover letter in which you explain why you are the one we need for our area. We look forward to meeting you!
Procedure
Please note that it may take some time before we respond to your application and inform you about the next steps in the procedure. Then you will hear whether you will be invited for a first interview.
About us
With 60,000 employees and operations in approximately 40 countries, there is no shortage of opportunities for people with initiative who want to help people take a step ahead in life and in business. Do you want to work at the cutting edge of what’s possible and at the same time ensure you work with integrity and hold the customer’s interests at heart? Do you want to be surrounded by progressive, inspiring, diverse, and supportive colleagues? Then there is no better place to invest your talents than at ING. Join us. Apply today.