Marketing expert

As a Marketing Expert at ING, you'll be tasked with monitoring market trends, identifying opportunities, and developing comprehensive go-to-market strategies for our investment products. You'll manage promotional campaigns, interface with cross-functional teams, and create content that helps our clients make informed investment decisions.

To become a Marketing Expert at ING, you should possess a Bachelor’s and/or Master’s degree along with at least 5 years of relevant experience. A passion for investments, storytelling abilities, and proficiency in digital marketing concepts like SEO and analytics are highly desirable.

A successful Marketing Expert at ING should have strong analytical skills, creativity in content creation, and the ability to collaborate effectively across teams. Familiarity with digital programs and techniques as well as proficiency in Dutch, French, and English will significantly enhance your contributions here.

You can expect an informal and dynamic work environment where innovation is encouraged. ING fosters a culture that values new ideas and offers flexibility, allowing employees to work in a manner that suits them best while ensuring customer satisfaction and business continuity.

At ING, you'll have access to personal growth opportunities and a range of resources to enhance your skills as a Marketing Expert. Engaging with challenging projects and collaborating with innovative colleagues will help you expand your expertise in digital marketing and investment strategies.

In my previous roles, I've utilized various digital marketing tools such as Google Analytics and SEO techniques to optimize campaigns. I would prepare by sharing specific examples of successful campaigns I've managed, emphasizing the tools I used and their impact.

I rely on a combination of competitor analysis, market trend monitoring, and consumer feedback to inform my strategies. During the interview, I'd discuss my approach to synthesizing this data into actionable insights for campaigns.

I prioritize open communication and regular meetings to ensure all stakeholders are aligned on objectives and progress. Sharing examples of successful collaborations will demonstrate my teamwork skills effectively during the interview.

My approach to developing promotional campaigns involves thorough market research, defining unique selling points, and iterating based on analytics. I would explain how I've successfully executed similar campaigns in the past during the discussion.

I regularly follow industry news and subscribe to relevant newsletters. I’d also mention attending webinars and conferences to stay ahead, emphasizing a proactive attitude towards continuous learning.

I faced a challenge in a previous role where a campaign was underperforming. I revisited the target audience and adjusted the messaging and channels. I would share the steps I took and the positive outcome during the interview.

Success measurement involves tracking key performance indicators and analyzing data post-campaign. I’d discuss specific metrics I've used in the past, such as conversion rates and customer feedback, to show my analytical proficiency.

I believe effective content creation starts with understanding the audience's needs. I would outline my process for brainstorming, drafting, and refining content, ensuring it aligns with brand messaging and engages the audience.

Key elements include understanding market dynamics, target audience profiling, and creating a compelling value proposition. Sharing a detailed plan from a past experience would help illustrate my strategic thinking.

I align marketing initiatives with business objectives by maintaining consistent communication with leadership and understanding key performance indicators for the company. During the interview, I’d emphasize examples of how I've achieved alignment in previous roles.