Job Description, Responsibilities & Requirements
About the Position
As a Senior Digital Sales Expert, your challenge is to increase digital & mobile sales by driving qualitative paid and owned traffic towards our sales commercial pages in web & app, experimenting, analyzing, and changing those pages to optimize for search engines (mainly Google) and conversion for our top digital products. As a Digital Customer Journey Expert in our team, you will create a positive customer experience while growing our sales. By conducting research, contribute to the experiment backlog and leveraging on analytic tools, such as Adobe Analytics, you will increase conversion of qualitative traffic of our website that will ultimately lead to digital & mobile sales.
Responsibilities
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Strategic thinking and project management
- Develop strategic plans to improve conversion and sales results short mid and long term.
- Challenge status quo and come up with new ideas, test, experiments, to continuously improve the customer journey and experience.
- Manage and optimize the complete buyer journey from traffic generation to lower funnel digital conversion.
- Understand and think through the complete customer funnel from exploration to conversion + activation, after sales and engagement with your target audiences.
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Traffic generation towards our sales pages
- Create and manage EtoE tactical sales marketing campaigns on paid and owned channels.
- Manage and optimize the paid & owned media plan (SEA & programmatic advertising, social media & content) in collaboration with the media team.
- Have an effective marketing spend management based on continuous optimization and monitoring of performance and conversion.
- Create the best targets with DMP solution and retargeting audiences.
- Analyze the performance of all your actions via Web Analytics (funnel analysis and dashboards, monitoring plan, tagging and attribution models) and test them continuously to increase their efficiency.
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Improvements of our digital content strategy with an eye for conversion & SEO ranking
- Contribute to the experimentation efforts and support the squads in that sense.
- Optimize web pages for SEO, conversion & top-notch customer experience.
- Follow up deliveries and make impact on short & long term by spotting new capabilities that could help our sales grow.
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Identification of best practices that can be used in other teams
- Ensure best practices on traffic generation, SEO and conversion are shared between the squads of the area.
- Test out new traffic drivers, audiences, targeting techniques, creative formats, based on other teams learnings or to create new learnings.
- Increase the adoption of the conversion capabilities & toolings.
- Maintain stakeholders relationship for the changes you apply.
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Monitoring of digital & mobile sales for our products and take data-driven actions
- Monitor the full funnel performance from click to sale.
- Monitor sales capabilities & share group best practices.
- Be responsible for the SEO ranking of your products.
- Set up experimentations, follow-up and share successful and failed cases.
Requirements
- Strategic thinking and project management
- You think through and develop strategic plans to improve conversion and sales results short mid and long term.
- You challenge status quo and come up with new ideas, test, experiments, to continuously improve the customer journey and experience.
- You manage and optimize the complete buyer journey from traffic generation to lower funnel digital conversion.
- You’re responsible for long term impact. You understand and think through the complete customer funnel from exploration to conversion + activation, after sales and engagement with your target audiences.
We Offer
- Competitive salary
- Opportunity to work in a dynamic and innovative environment
- Professional development opportunities
About the Company
ING Bank 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.