Funnel Optimization Specialist | Acquisition - Home'Bank App

About the Position

Funnel Optimization Specialist | Acquisition - Home'Bank App

Join ING Bank to transform how customers enter and activate their relationship with ING through the Home'Bank app. In this role, you will own the optimization of the end-to-end acquisition funnel within the mobile app, ensuring that every step - from install to activation - delivers a seamless, high-converting experience.

Responsibilities

• Funnel Analysis & Optimization

  • Analyze the end-to-end mobile acquisition funnel (install → onboarding → activation).
  • Identify drop-offs, frictions, and conversion gaps.
  • Monitor KPIs such as CVR, activation rate, and step-by-step performance.

• Experimentation & Growth

  • Design and drive A/B tests and experimentation initiatives.
  • Translate insights into clear hypotheses and measurable improvements.
  • Contribute to a continuous test → learn → scale loop.

• Customer Journey & Experience

  • Optimize in-app onboarding flows, screens, and interactions.
  • Work closely with UX to improve clarity, simplicity, and trust.
  • Ensure a seamless transition from acquisition → activation → engagement.

• Cross-functional Collaboration

  • Partner with Product Owners, developers, and marketers to implement improvements.
  • Align funnel optimization with traffic quality and campaign strategy.
  • Bridge business needs with technical execution.

• Data & Performance Tracking

  • Build and maintain funnel dashboards and performance tracking.
  • Ensure proper event tracking and measurement within the app.
  • Provide insights and recommendations to stakeholders.

Requirements

• Experience & Mindset

  • Experience in funnel optimization, CRO, digital acquisition, or product analytics.
  • Strong understanding of mobile app journeys and user behavior.
  • Mindset focused on conversion, performance, and continuous improvement.

• Analytical Skills

  • Strong ability to interpret data and identify actionable insights.
  • Experience with analytics tools (e.g., GA4/Adobe, MMP, Amplitude, etc.) is a plus.
  • Comfortable working with KPIs, drop-offs, and performance metrics.

• Experimentation & Growth

  • Hands-on experience with A/B testing and experimentation frameworks.
  • Ability to define hypotheses, measure impact, and scale results.

• Technical Understanding

  • Good understanding of app environments, tracking, and implementation logic.
  • Ability to collaborate effectively with engineering teams.

• Collaboration & Communication

  • Strong stakeholder management skills.
  • Clear, structured, and action-oriented communication.
  • Ability to translate insights into business and product actions.

We Offer

• Impactful work in a fun, inclusive, and highly collaborative environment.
• Modern, open office spaces built for teamwork and creative work.
• Hybrid working model with flexibility baked in.
• Monthly benefit budget you can use your way.
• Extra paid vacation days based on total work experience.
• Continuous learning opportunities through ING Learning Centre, Udemy, Bookster, trainings, and certifications.
• Internal mobility across ING worldwide, including short- and long-term international assignments.
• Opportunities to contribute to sustainability and CSR initiatives.

About the Company

ING believes in a world where everyone has the right to grow and progress in their own way. We express this in our global tagline, “do your thing”. Perhaps more than in any other large company, we extend our belief in the power of autonomy to our own people. But there’s a catch. In return for great freedom, we expect people to do great things for our customers, our stakeholders, and ING at large.

To work here is to be surrounded by people who are energetic, ambitious, friendly, and respectful: talented specialists who take responsibility and autonomy to make great things happen. We stay curious, thrive on change, and seek new and better ways to make it happen. Active in Romania for 30 years, ING Bank pioneered and challenged the local banking industry. Technology and innovation are at the core of what we do, making our products relevant for our customers’ lives and businesses.

ING Bank Romania is the only bank with an organic growth within the top 10 local banks by assets, without acquisitions of client portfolios or other banks. ING Bank Romania is an universal bank with more than 2 million customers from three business segments: individuals (retail), SME and Mid-Corporate companies, and Wholesale Banking.

Join us!