Product Area Lead Digital Sales

The Product Area Lead Digital Sales will build and lead the digital sales engine for ING Italy.
This is a newly created leadership role, responsible for driving customer acquisition, conversion, and incremental revenue across all digital channels.
You will define the end‑to‑end digital sales strategy, partnering closely with Brand, Marketing&Comms, Product Areas, Data & Analytics, and Customer Interactions.
Your mission: turn growth opportunities into measurable commercial impact.
Key Responsibilities

• Set and own ING Italy's digital sales objectives in alignment with Retail and Growth Tribe priorities.
• Develop digital sales strategies for priority product portfolios (e.g., Lending, Payments, Daily Banking, Investments).
• Drive end‑to‑end optimisation of the customer journey, from lead generation to conversion.
• Ensure continuous uplift in acquisition, conversion, cross‑sell, and revenue KPIs.
• Lead always‑on optimisation of digital sales funnels through content, journey improvements, and UX enhancements.
• Improve SEO/SEM performance and digital discoverability through content, messaging, and testing frameworks.
• Drive strong experimentation culture: A/B testing, multivariate experimentation, rapid prototyping.
• Build reporting and measurement frameworks (Adobe Analytics or equivalent), including tagging, attribution, and dashboarding.
• Manage commercial budgets and ensure strong ROI.
• Build and lead a multidisciplinary Digital Sales squad.
• Foster close collaboration with Product Areas, Brand, Marketing&Comms, Data, and Customer Interactions.
• Present recommendations, insights, and business cases to senior leadership.
• Shape the operating model between Product, Growth, Brand, Marketing&Comms, and Digital to ensure clarity on roles and accountability.

Skills & Competencies

• Bachelor's degree in Business, Marketing, Data/Analytics or a related field.

• Master's degree or executive education in Digital Strategy, Growth or similar (preferred).

• 8–10+ years of experience in Digital Sales / Growth / Performance Marketing, ideally with leadership responsibility.

• Proven track record of delivering measurable commercial results in digital funnels.

• Strong expertise in digital analytics (Adobe Analytics, GA4), SEO/SEM, and experimentation (A/B testing).

• Experience improving UX / UI for mobile and web in close partnership with design teams.

• Ability to build and lead high‑performing, cross‑functional teams.

• Fluency in English; Italian is a strong plus.

• Experience in financial services, e‑commerce, fintech or high‑growth digital environments.

• Knowledge of predictive modelling, marketing mix modelling, or AI‑driven optimisation.

• Background in agile ways of working within Tribes/Squads.

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 to 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.

Do you think you are "a step ahead"? Apply now

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

Diversity is a fundamental element of our corporate culture, and we are fully committed to creating a safe and inclusive environment, based on mutual respect and the value of diversity, offering equal job opportunities to all qualified candidates.

Job Application Safety Reminder

We're seeing an increase in fraudulent job offers. To protect yourself, please follow these key guidelines when applying for roles at ING:

• Apply only via official ING platforms: ING uses Workday as its internal recruitment system. Applications should be submitted only via our official career site.
• Check the sender's email carefully: legitimate communication will always come from: and/or
• No payments or banking details will ever be requested. If someone asks for this information, it's a scam.