Campaign Manager - Acquisition @ING Bank

About the role

You will be part of the Acquisition & Growth ecosystem , working closely with: Digital Marketing (performance & media buying); Product Owners (website, app funnels); Analytics & Data teams; Finance & Pricing; UX/UI & Customer Experience; External agencies (creative & media); We operate with a performance-first mindset, focused on: Outcome-driven campaigns (traffic → conversion → acquisition); Full-funnel optimization and continuous experimentation; Data-led decisions and ROI accountability; Scaling what works, fast; Your day to day Campaign strategy & business ownership Translate annual KPIs into actionable campaign plans; Build solid business cases for campaigns (volumes, CVR, cost, ROI payback); Define campaign objectives, targeting, value propositions and channel mix; Align campaign strategy with product, funnel and commercial priorities; Campaign planning & roadmap Build a bottom-up yearly roadmap, starting from KPIs and scaling down into quarterly/monthly initiatives; Size opportunities by channel, segment and campaign type; Plan campaigns across the full year (always-on + bursts + launches); Continuously adjust roadmap based on performance and market dynamics; Budgeting & pricing Own campaign budget planning and allocation across channels; Define pricing logic and offers (e.g. incentives, cost per acquisition, profitability thresholds); Monitor spend vs. performance and optimize towards cost efficiency and ROI; Partner with Finance to ensure alignment on business case assumptions and outcomes Campaign execution & coordination (E2E); Lead end-to-end campaign implementation across channels (Meta, Google, Display Affiliates etc.); Coordinate all stakeholders: media, creative, product, analytics, legal/compliance; Ensure campaigns are delivered on time, on budget and at expected quality; Manage external agencies and ensure high standards in execution; Performance & optimization Track and optimize full-funnel performance (impressions → clicks → CVR → acquisition) Identify drop-offs and improvement opportunities in collaboration with Product and UX teams; Drive continuous optimization loops (targeting, creatives, offers, landing pages); Scale winning campaigns and stop or pivot underperforming ones; Data-driven decision making Work closely with analytics tools (Adobe, Firebase, MMPs, dashboards); Monitor key KPIs: acquisition volume, CVR, CPA, ROI; Turn insights into actionable improvements across campaigns and funnel; Clearly communicate performance and recommendations to stakeholders; What you bring to the team Experience & mindset Strong experience in campaign management, digital marketing or acquisition roles; Proven track record of delivering acquisition growth at scale; Commercial mindset with strong ownership of results, budgets and ROI; Campaign & performance expertise Deep understanding of digital marketing channels (Meta, Google, Display etc.); Experience with campaign planning, execution and optimization E2E; Strong grasp of funnel dynamics and CVR drivers; Business case & financial acumen Experience building and managing business cases (volume, cost, profitability); Ability to calculate CPA, ROI, payback periods and pricing scenarios; Comfortable owning and optimizing large budgets; Roadmap & planning Ability to translate KPIs into structured annual roadmaps; Strong planning and prioritization skills; Ability to balance short-term performance with long-term growth; Data & analytics Strong analytical mindset, comfortable working with data and dashboards; Experience with performance tracking tools (Adobe Analytics, Firebase etc.); Ability to derive insights and turn them into clear actions; Collaboration & execution Strong stakeholder management and coordination skills; Ability to work cross-functionally across multiple teams; Clear, structured, and action-oriented communication style;

Benefits

Additional Information

Mission Ready to scale digital acquisition with impact? At ING, we're accelerating how we attract, convert and onboard new customers - and campaigns are at the heart of this growth engine. We're looking for a data-driven, commercially sharp Campaign Manager who can turn business goals into actionable, high-performing campaigns - from strategy and business case to flawless end-to-end execution. You will play a key role in delivering the acquisition volumes while continuously improving funnel efficiency and customer experience.

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Company Intel

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