Head of Brand

Job Description
The Head of Brand & Marketing sets and executes a holistic brand and marketing strategy that drives customer engagement, fosters brand loyalty, and accelerates business growth. Leading a team that includes Brand, Marketing, Sponsorship, Event & Partnership, this role integrates full-funnel marketing—from new customer acquisition to cross-/up-selling existing customers—and leverages data-driven insights to deliver compelling, product/product-agnostic campaigns as well as life-stage-focused programs. By mapping and optimizing the entire customer journey (onboarding, daily banking needs, lending, mortgages, etc.), the Head of Brand & Marketing ensures that every brand interaction underscores a meaningful, differentiated experience.
Key Responsibilities
1. Brand & Marketing Strategy & Effectiveness
- Develop a Unified Brand & Marketing Vision by aligning Core Business Lines
- Champion Data-Driven Brand Building

2. Full-Funnel Marketing Execution
- Integrate End-to-End Lifecycle Journeys including Product-Agnostic & Behavioral Campaigns

3. Brand & Consumer Insights
- Lead the Brand Function: Provide strategic guidance to shape local brand direction, ensuring brand consistency across multiple touchpoints
- Leverage Research & Insights: Utilize market research, competitor analysis, and consumer behavior data to inform brand architecture and validate marketing decisions.

4. Innovation & Experience Marketing
- Champion New Channels & Experiences, including In-Person Event Activation

5. Agency & Vendor Management
- Vendor & Agency Oversight with a deep focus on Creative Agency Excellence

6. Leadership & Collaboration
- Coach & Develop Direct Reports
- Champion Cross-Functional Alignment

7. Governance & Compliance
- Adhere to Regulatory Standards & Maintain Accurate Documentation

Educational Qualifications
- Bachelor’s Degree in Marketing, Business, Communications, or a related field;
Master’s Degree or MBA a plus.
Technical, Language, and Other Specialized Skills
- Brand Management Expertise: Proven track record in shaping brand positioning, identity, and market perception.
- Full-Funnel Marketing: Skilled in orchestrating campaigns across awareness, consideration, conversion, and retention phases—including cross-/up-sell strategies.
- Event & Sponsorship Activation: Experience launching and managing in-person activations, sponsorship deals, and partnership collaborations.
- Marketing Technology: Familiarity with CRM platforms, digital marketing tools, automation systems, and analytics dashboards.
- Data-Driven & Analytical: Ability to interpret customer insights, measure brand health metrics, and optimize funnel strategies.
- Leadership & Collaboration: Demonstrated success in growing and motivating cross-functional teams, managing senior stakeholders, and driving alignment toward shared goals.

Work Experience
- 10+ years in senior marketing roles, spanning brand management, integrated campaigns, sponsorships, and event activations.
- Strong background in product/product-agnostic campaign development and life-stage marketing, with a proven capacity to craft and implement full-funnel strategies.
- Experience building or refining customer journeys across multiple segments (retail banking, mortgages, wholesale, etc.), optimizing engagement from onboarding to loyalty.

**Working conditions**: Full Time
**Duration**: Permanent
**Location**: Milan (hybrid)
About ING
ING offers many opportunities to build a diverse and rewarding career. You will be joining an international innovative digital bank, the first in Italy to adopt a fully flexible smart working model, and you will be working in a stimulating environment where you can grow both as an individual and as a professional. Our purpose - empowering people to stay a step ahead in life and in business - represents our belief in people’s potential. We don’t judge, coach or tell people how to live their lives. We empower people and businesses to realize their own vision for a better future.
doyourthing is our brand direction with us each and every day. It is how we articulate our purpose and our promise to make banking frictionless to the world.
‘do your thing’ is about people being free to live the life they want to live, knowing that they will make their world a little better for it.
The benefits of joining ING
In addition to being a part of a great team, working in a fun and innovative environment, we offer:
Super flexible smart working
Competitive base salaries and performance based bonuses
Diverse cultures & Innovative mindsets
International Environment
Commitment to sustainability
Lots of training development opportunities to help you grow
Lots of moments dedicated to physical and mental well-being
**A special day off when it is your birthday**: we call it #doyourbirthday
**And of course we can’t forget**: free water & coffee at the office
Our Commitment