Head of Media, Effectiveness and Insights

Job Description
The Head of Media Effectiveness & Insights is responsible for maximizing the impact and efficiency of the Bank’s media investments and ensuring data-driven marketing decisions. This leader orchestrates cross-media strategy planning, performance analytics, and consumer insights to optimize omnichannel campaigns and drive measurable growth. By leveraging advanced research methodologies, digital marketing innovation, data science (e.g., regression and modeling), and continuous process improvements, the role will enhance audience understanding, media ROI, and overall marketing outcomes.
Key Responsibilities
1. Media Strategy & Effectiveness
- Develop Comprehensive End-to-End Cross-Media Strategies across online and offline channels (programmatic, social, search, TV, OOH, print).
- Champion Data-Driven Decision-Making

2. Performance Optimization & Website CRO
- Focus on Digital Marketing with full ownership of Advanced Attribution & Real-Time Analytics at every stage of the funnel

3. Research & Consumer Insights
- Develop and oversee qualitative/quantitative studies to drive strategic marketing decisions and inform audience targeting, creative development, and brand positioning.

4. Growth & Innovation
- Continuously scan the market for new advertising platforms, creative techniques, and martech/adtech solutions to expand brand reach and deliver incremental growth.
- Cultivate an experimentation culture by encouraging pilot projects, A/B testing, and iterative improvements.

5. Effective Media Budget Management
- Allocate & Monitor Spend Across Channels
- Negotiate & Optimize Vendor Relationships
- ROI Measurement & Reporting

6. Developing Ways of Working & Ecosystem of Tools
- Own the Martech & Adtech Stack
- Process Improvement & Efficiency

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

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

Educational Qualifications
- Bachelor’s Degree in Business, Marketing, Statistics, or related field;
Master’s Degree or MBA a plus.
Technical, Language, and Other Specialized Skills
- Integrated Media Expertise: Demonstrated background in leading cross-media initiatives (traditional, digital, programmatic).
- Data-Driven & Analytical: Proficiency in media analytics tools, measurement frameworks, insight generation, regression analysis, and attribution modeling.
- Digital Marketing: Experience in SEM, SEO, social media, affiliates, retargeting, and emerging digital channels.
- Marketing Technology (Martech/Adtech): Familiarity with planning tools, DSPs, DMPs, data visualization platforms, and AI-based solutions.
- Leadership & Collaboration: Demonstrated ability to inspire teams, foster cross-functional relationships, and manage senior stakeholders effectively.

Work Experience
- 10+ years in media planning, performance marketing, or data-driven marketing roles, ideally within large, matrixed organizations.
- Proven success implementing analytics-driven strategies, managing substantial media budgets, and overseeing integrated brand + performance campaigns.

Deep experience with App Store Optimisation and a keen interest on Generative Engine Optimisation
**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