Tribe Lead Growth Digital Sales

Overview

At ING Italy, we offer a dynamic, inclusive, and entrepreneurial environment supported by technology, data, global scale, and a strong Orange Code culture. As Growth & Digital Sales Lead for Business Banking, you will shape ING Italy’s digital commercial strategy for business clients, driving acquisition, activation, engagement, and community building across all digital touchpoints. You will build and scale a holistic growth engine that integrates advanced analytics, multi‑channel digital sales, content‑driven engagement, and strategic partnerships to grow ING’s Business Banking customer base sustainably.

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Responsibilities

• Lead the Customer Insights & Analytics strategy for the Business Banking segment.
• Build and orchestrate a robust data framework enabling granular visibility on funnel performance, customer behavior, product adoption, and churn dynamics.
• Embed analysts within squads to enhance data fluency, experimentation, and decision making.
• Own the customer 360° data assets for Business Banking, ensuring data reliability, segmentation accuracy, and actionable insight generation.
• Own the end‑to‑end acquisition and activation journey across all digital channels (web, mobile, performance media, CRM, partnerships).
• Guide optimization of the full sales funnel, including onboarding, business KYC/AML flows, and the critical Honeymoon phase.
• Drive activation of core products (business accounts, payments, cards, digital channels) through targeted journeys, education, and trigger‑based interventions.
• Partner with product tribes to eliminate friction, reduce drop‑off, and improve conversion quality.
• Develop a content strategy tailored to business clients, covering financial education, product usage, industry insights, and digital banking features.
• Build and nurture digital communities that amplify engagement, advocacy, and brand loyalty.
• Leverage content to support search performance, funnel optimization, and customer activation.
• Coordinate omnichannel messaging across email, push, social, website, and in‑app channels.
• Identify, structure, and manage digital acquisition partnerships with relevant ecosystems (software platforms, industry associations, fintech partners, digital marketplaces).
• Define partnership models that support scalable acquisition: affiliate, API‑based, product integrations, digital referral.
• Ensure high‑quality inflow through clear eligibility frameworks and ongoing performance optimization.
• Collaborate with Compliance, Legal, and Risk to ensure safe, compliant partnership onboarding.
• Implement test‑and‑learn frameworks, A/B experiments, and continuous funnel optimization.
• Monitor and improve the segment’s core growth KPIs, including:
  • Cost per Acquisition (CPA)
  • Conversion performance across channels
  • Activation and primary customer indicators
  • Digital engagement metrics
  • Community reach and content effectiveness
• Oversee all martech capabilities required to scale growth, including:
  • Campaign orchestration platforms
  • Digital analytics
  • A/B testing & personalization tools
  • CMS and content delivery
  • Attribution & measurement models
• Lead a high‑performing, purpose‑driven team working in an agile environment.
• Foster a culture of iteration, learning, and customer obsession.
• Ensure all initiatives comply with ING policies and regulatory requirements for Business Banking (AML, KYC, PSD2, data protection).
• Maintain strong control awareness across all digital journeys and partnerships.
• Ensure robust documentation, risk identification, and timely remediation.

Qualifications

• 10+ years of experience in digital growth, performance marketing, digital sales, or analytics roles – ideally in Business Banking, Fintech, or SME‑focused digital environments.
• Demonstrated ability to lead cross‑functional, agile teams at scale.
• Deep expertise in digital acquisition, activation, content strategy, and community building.
• Strong analytical mindset with experience in experimentation, segmentation, modeling, and funnel management.
• Understanding of B2B financial services and digital onboarding constraints.
• Excellent stakeholder management and influencing skills.
• Strong awareness of risk, compliance, and regulatory frameworks.
• Fluent in English. xysqume

Working Conditions

• Full Time (Permanent)
• Location: Milan (hybrid)

Benefits

• Super flexible smart working
• Competitive base salaries and performance‑based bonuses
• Diverse cultures & innovative mindsets
• International environment
• Commitment to sustainability
• Lots of training and development opportunities to help you grow
• Moments dedicated to physical and mental well‑being
• A special day off when it is your birthday
• Free water & coffee at the office

Equal Opportunity Statement

Our Commitment Diversity is a fundamental element of our corporate culture, and we are fully committed to creating a safe and inclusive environment, based on mutual respect and the value of diversity, offering equal job opportunities to all qualified candidates.

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