Head of Digital Sales – B2B – Brussels

About the Position

Head of Digital Sales – B2B – Brussels

As a Head of Digital Sales, you will lead the digital commercial engine of Business Banking, servicing small and mid-sized companies at ING in Belgium. You will directly report to the Head of Easy Banking and be part of the Easy Banking leadership team, focused on digital sales & marketing for Business Banking overall, and the commercial performance of the Self-employed & Micro company segment within Business Banking.

This role is an exciting challenge: on one hand, ING has a large market penetration and a strong digital foundation with sufficient resources. On the other hand, there are several key opportunities to scale digital sales performance across the full customer lifecycle and grow the business.

Your focus will be on accelerating digital growth – both in new client acquisition, but also in maximizing digital engagement and driving cross-sell of the existing portfolio. Success in this position requires close and continuous collaboration with key stakeholders: commercial leads, product & delivery tribes, marketing teams, risk & compliance functions, and global ING teams.

Responsibilities

Strategy & Delivery

• Define and execute the Digital Sales strategy for Business Banking, aligned with ING’s business objectives and commercial plan.
• Drive a strong acquisition-first agenda, while progressively strengthening activation, cross-sell, retention, and churn reduction through digital channels.
• Own the end-to-end digital commercial funnel, from traffic and lead generation to onboarding and early customer activation.
• Translate centrally delivered digital capabilities into measurable commercial outcomes.
• Own the Digital Sales roadmap, monitor progress, and ensure timely delivery of key milestones.

Digital Marketing, CRM & Campaigns

• Own the Business Banking campaign calendar and specifically digital marketing plan, including always-on acquisition, targeted digital campaigns, and lifecycle initiatives.
• Lead CRM and customer communications, ensuring relevant, timely, and personalized messaging across the customer lifecycle.
• Plan, execute, and optimize campaigns across channels, in close coordination with Brand & Communications and global teams.
• Ensure strong performance tracking and continuous optimization of campaign effectiveness.

People Leadership

• Lead, and inspire a multidisciplinary Digital Sales team (10-15 FTE), including customer journey experts, communication experts, and data analysts.
• Foster a culture of ownership, empowerment, accountability, experimentation, and continuous learning.
• Provide clear direction, coaching, and development to enable high performance at both individual and team level.

Customer Focus

• Champion a customer-centric digital mindset, ensuring digital sales journeys are intuitive, relevant, and frictionless.
• Ensure customer needs and behaviors are reflected in targeting, funnel design, messaging, and activation mechanics.
• Continuously improve customer outcomes while balancing commercial performance and compliance.

Stakeholder Management

• Ensure close alignment with other key senior stakeholders: Private Individuals segment, Brand & Comms and Design teams, Product Tribes, Legal & Compliance, Risk, Data, etc.
• Be always up to date with the latest market and internal developments: new releases, product launches, digital trends, with constant performance feedback.
• Collaborate on bank level to ensure seamless commercial orchestration across customer segments (private individuals, private banking, wholesale banking).
• Engage and influence senior stakeholders, ready to present strategic plans and updates to the Business Banking Management Team and ING Belgium Executive Committee.
• Act as the single point of accountability for Digital Sales performance within Business Banking.

Performance Management

• Set clear objectives and KPIs across the digital funnel, including acquisition volumes, conversion rates, CPA, CLV, activation, cross-sell uptake, retention, and churn.
• Establish performance cadences, dashboards, and prioritization mechanisms to steer execution and elevate performance marketing.
• Drive a test-and-learn culture, using data and insights to continuously improve digital sales effectiveness.

Requirements

• Proven experience in digital sales, digital marketing, CRM, growth, and digital commercial leadership.
• Strong digital experience across multiple channels (at least 10 years), understanding how channels complement each other.
• Data-driven decision-making skills, with a strong understanding of digital funnels and performance metrics.
• Experience in Business Banking or financial services is highly valued, but not mandatory.
• Demonstrated leadership of multidisciplinary teams in complex, regulated environments.
• Strong track record of delivering measurable commercial results through digital channels.
• Clear, impactful communicator who adapts style to audience and context.
• B2B expertise/background is preferred, but not a must.
• You love collaborating with different people and working within an international context.
• You love to challenge the status quo and are eager to propose creative solutions to problems.
• You hold a Master’s degree or are qualified with relevant experience.
• You are fluent in Dutch or French and English.

We Offer

• A role with real impact in a rapidly evolving digital ecosystem.
• Personal growth & challenging work with endless opportunities to realize your ambitions.
• A dynamic, informal culture supported by passionate colleagues.
• An agile environment where ideas matter more than hierarchy.
• An attractive compensation package.
• A flexible and empowering hybrid work model.

About the Company

ING is a global bank with a strong European base. More than 60,000 colleagues serve around 38 million customers and corporate clients in over 40 countries. ING’s vision is to unlock our people’s full potential through our inclusive culture where everyone has the opportunity to develop and have impact for our customers and society. To achieve this vision, our policies support diversity, equity, and inclusion. As an equal opportunity employer, we do not tolerate discrimination of any kind with regard to age, gender, gender identity, cultural background, experience, religion, race, ethnicity, disability, family responsibilities, sexual orientation, social origin, or any other status protected by applicable law.

Apply now!