Customer Growth Strategist
ING · Madrid
At ING we are looking for Senior Customer Growth Strategist
Your role and work environment:
We are looking for a highly analytical strategist who uses data to understand customer behaviour, identify growth opportunities and define customer development strategies that drive commercial impact and long-term customer value.
The Customer Development team is responsible for accelerating customer growth and customer value by defining and implementing data-driven strategies across products, channels and customer journeys.
As a Customer Growth Strategist, you will combine hands-on analysis with strategic thinking to identify opportunities, uncover actionable insights and define customer development strategies aimed at increasing customer engagement, primary banking relationships, product penetration and long-term customer value.
You will frame the most relevant business questions, develop hypotheses, explore customer, product, campaign, behavioural and financial data, and translate findings into strategic recommendations and commercial priorities.
You will work closely with Product, Digital Sales, Campaign Management, Marketing, Finance and Analytics stakeholders to transform insights into growth initiatives, investment decisions and measurable business outcomes.
Your key responsibilities:
As a Senior Customer Growth Strategist you will:
- Define the customer development strategy to increase customer engagement, primary banking relationships, product penetration and long-term customer value.
- Own the identification and prioritization of the most relevant customer growth opportunities across the customer lifecycle, translating them into strategic priorities, investment recommendations and commercial initiatives.
- Define the key business questions required to understand customer behaviour, commercial performance and customer value, translating them into analytical requirements, insights and strategic recommendations regarding customer growth investments, targeting and commercial priorities.
- Analyze customer, campaign, behavioural, transactional, product and financial data to identify growth opportunities, uncover actionable insights and validate strategic hypotheses.
- Lead the definition of growth strategies across products, customer segments and lifecycle stages, identifying the initiatives with the highest potential to increase customer value, sales and engagement.
- Define customer value strategies that optimize acquisition, engagement, retention, cross-sell and primary banking development, balancing commercial impact and long-term profitability.
- Develop strategies to increase sales, recurrent income and other key engagement behaviours by identifying the relevant customer segments, barriers, triggers, propositions, channels and moments of interaction.
- Define the strategic direction of customer communications, prioritization frameworks, targeting approaches and channel orchestration principles to maximize customer and business outcomes.
- Challenge existing assumptions, commercial practices and growth strategies, bringing new perspectives and evidence-based recommendations to improve business performance.
- Translate complex analytical findings into clear strategic recommendations, business cases and execution roadmaps.
- Define measurement frameworks and KPIs to evaluate whether customer development strategies are delivering the expected commercial and customer outcomes.
- Monitor strategy performance, identify deviations from expected results and recommend corrective actions or new opportunities.
- Conduct exploratory and hypothesis-driven analyses independently, while partnering with analytical teams to ensure that advanced analyses and models address the right business questions and generate actionable conclusions.
- Align Product, Marketing, Digital Sales, Analytics and Finance stakeholders around a common customer growth strategy, facilitating prioritization and strategic decision-making.
What are we looking for?
Want to know if this job is made for you? These are some of the qualities that we value the most for this role. And if the shoe fits… don’t hesitate to apply!
- Master’s or Bachelor’s degree in Business, Economics, Finance, Engineering, Mathematics, Data Analytics or a related field.
- Ability to identify growth opportunities through data analysis, customer insights and commercial performance assessment, translating them into strategic initiatives.
- Significant experience in customer strategy, growth, commercial strategy, business analytics, CRM, customer value management or a related area.
- Strong strategic and commercial mindset, with the ability to connect customer insights, business objectives and financial outcomes.
- Advanced analytical thinking, with the ability to frame ambiguous business problems, develop hypotheses and determine which data and analyses are needed to answer them.
- Ability to translate strategic business questions into analytical requirements, customer segments, KPIs and measurement frameworks.
- Experience working with multiple data sources, including customer, transactional, product, campaign, behavioural, sales and financial data.
- Solid understanding of customer value concepts, such as lifetime value, profitability, incremental value and return on investment.
- Ability to transform complex analysis into clear conclusions, strategic choices and actionable commercial recommendations.
- Experience defining or influencing customer growth, customer value, engagement, cross-sell, retention or primary banking strategies.
- Good understanding of commercial communications, campaign strategy, customer segmentation, targeting and channel orchestration.
- Knowledge of SQL and analytical tools is highly valued. While the role is not expected to perform every advanced analysis independently, it should be comfortable exploring data, conducting analytical investigations, validating hypotheses and effectively partnering with data specialists.
- Strong communication and storytelling skills, with the ability to explain complex analyses and strategic recommendations to senior stakeholders.
- Ability to influence decisions and align stakeholders across Product, Marketing, Sales, Analytics, Finance and other business areas.
- Strong prioritization and problem-solving skills, with the ability to focus on the initiatives with the greatest customer and business impact.
- High level of autonomy, intellectual curiosity and willingness to challenge existing assumptions.
- Very good oral and written English skills.
- Ability to work effectively in an international and cross-functional environment.
What do we offer?
The time you spend at work, the challenges you face or the lessons you get are very important, but… What about your personal life? At ING we want your work to fulfill you in every way, and that is why we take care of even the smallest details.
Check out what is waiting for you!
Balance That Works.
We put balance to work, so you can do it too. With our customers’ needs first, the team´s and your own, we agree when to come to ING MAD and when to work best from home. More time together when it matters, more freedom when you need it.
Restaurant card.
So that thinking about what to have for lunch doesn’t take up your time or your cravings.
Our house will be your home.
In our offices you can find electric mobility solutions, doctor, hairdresser, gym, The Good Service (to help you with your errands) and much more!
Health insurance.
For you and all your family (spouse/partner and children).
Life insurance.
We help you protect what matters most to you.
Flexible remuneration.
In addition, you will enjoy our flexible remuneration model, through a more tax-advantaged way, you will be able to access other services such as nursery, transport card, training aids…
Free company shuttle.
It doesn't matter where you live. We have 6 routes (North, Central, South, A5, A42 and A6) to get you to our ING office in Madrid comfortably.
Banking benefits.
Special loans with more beneficial conditions.
Special mortgage conditions after 6 months working at the bank.
And you can benefit from our pension plan after 1 month with us!
More vitality and more belonging
360º care of the employee (physical, mental, social connection & purpose).
Physiotherapy service on site.
Clinics with professional, world-class athletes.
Gympass service.
Employee Networks: Rainbow Lions (LGBTQI+), Leonas & RIÑG.
International Remote work program.
Get to know Us
We are a team of more than 1800 people sharing one idea: doing our bit in helping our clients create a better future for themselves, by providing them with the tools they need to get where they want to go.
A fully online bank where technology, innovation, simplicity and transparency are the main ingredients, and the first one to work with agile methodologies.
And although we are based in Spain, we are lucky to work in an international bank with presence in more than 40 countries.
We are proud to have a diverse team, and we are committed to continue developing a culture of Diversity, Inclusion and Belonging to foster a culture of collaboration and innovation that represents all collectives in the society.
And even though we look orange on the outside, we are green on the inside. Our ambition in Sustainability is Empowering (y)our Sustainability journey. We are embarking on our path, for us, but we are also there for when our clients decide to embark on this journey.
Making things happen, helping others be successful, always being one step ahead—that’s our DNA. If you look at yourself in the mirror and your reflection matches our way of being and working…we are looking forward to meeting you!
At ING, you belong just as you are. We hire and support people for their talent and potential — and we know that when you can be yourself, you do your best work.
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 and LinkedIn as its internal recruitment system. Applications should be submitted only via our official career site or via ING job postings on LinkedIn.
- Check the sender’s email carefully: Legitimate communication will always come from @ing.com and/or @myworkday.com.
- No payments or banking details will ever be requested: If someone asks for this information, it’s a scam.
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En ING buscamos un perfil de Senior Customer Growth Strategist
Tu rol y entorno de trabajo:
Buscamos a una persona con un perfil estratégico y altamente analítico, que utilice los datos para comprender el comportamiento de la clientela, identificar oportunidades de crecimiento y definir estrategias de desarrollo de clientes que generen impacto comercial y valor a largo plazo.
El equipo de Customer Development es responsable de acelerar el crecimiento y el valor de la clientela mediante la definición e implementación de estrategias basadas en datos en productos, canales y customer journeys.
Como Customer Growth Strategist, combinarás el análisis práctico con el pensamiento estratégico para identificar oportunidades, descubrir insights accionables y definir estrategias de desarrollo de clientes orientadas a aumentar el engagement de la clientela, las relaciones de banca principal, la penetración de productos y el valor de la clientela a largo plazo.
Plantearás las preguntas de negocio más relevantes, desarrollarás hipótesis, explorarás datos de clientes, productos, campañas, comportamiento y datos financieros, y transformarás los hallazgos en recomendaciones estratégicas y prioridades comerciales.
Trabajarás estrechamente con stakeholders de Producto, Digital Sales, Campaign Management, Marketing, Finanzas y Analytics para transformar los insights en iniciativas de crecimiento, decisiones de inversión y resultados de negocio medibles.
Tus principales responsabilidades:
Como Senior Customer Growth Strategist:
- Definirás la estrategia de desarrollo de clientes para aumentar el engagement de la clientela, las relaciones de banca principal, la penetración de productos y el valor de la clientela a largo plazo.
- Liderarás la identificación y priorización de las oportunidades de crecimiento de clientes más relevantes a lo largo de su ciclo de vida, traduciéndolas en prioridades estratégicas, recomendaciones de inversión e iniciativas comerciales.
- Definirás las preguntas de negocio clave necesarias para comprender el comportamiento de la clientela, el rendimiento comercial y el valor de la clientela, traduciéndolas en requisitos analíticos, insights y recomendaciones estratégicas relativas a inversiones en crecimiento de clientes, targeting y prioridades comerciales.
- Analizarás datos de clientes, campañas, comportamiento, transacciones, productos y datos financieros para identificar oportunidades de crecimiento, descubrir insights accionables y validar hipótesis estratégicas.
- Liderarás la definición de estrategias de crecimiento en productos, segmentos de clientes y etapas del ciclo de vida, identificando las iniciativas con mayor potencial para aumentar el valor de la clientela, las ventas y el engagement.
- Definirás estrategias de valor de cliente que optimicen la adquisición, el engagement, la retención, el cross-sell y el desarrollo de la relación de banca principal, equilibrando el impacto comercial y la rentabilidad a largo plazo.
- Desarrollarás estrategias para aumentar las ventas, los ingresos recurrentes y otros comportamientos clave de engagement mediante la identificación de los segmentos de clientes, barreras, triggers, propuestas, canales y momentos de interacción relevantes.
- Definirás la dirección estratégica de las comunicaciones con clientes, los marcos de priorización, los enfoques de targeting y los principios de orquestación de canales para maximizar los resultados para la clientela y el negocio.
- Cuestionarás los supuestos existentes, las prácticas comerciales y las estrategias de crecimiento, aportando nuevas perspectivas y recomendaciones basadas en evidencias para mejorar el rendimiento del negocio.
- Transformarás hallazgos analíticos complejos en recomendaciones estratégicas claras, business cases y hojas de ruta de ejecución.
- Definirás frameworks de medición y KPIs para evaluar si las estrategias de desarrollo de clientes están generando los resultados comerciales y de cliente esperados.
- Monitorizarás el rendimiento de la estrategia, identificarás desviaciones respecto a los resultados esperados y recomendarás acciones correctivas o nuevas oportunidades.
- Realizarás de forma autónoma análisis exploratorios y basados en hipótesis, colaborando al mismo tiempo con equipos analíticos para garantizar que los análisis y modelos avanzados respondan a las preguntas de negocio adecuadas y generen conclusiones accionables.
- Alinearás a stakeholders de Producto, Marketing, Digital Sales, Analytics y Finanzas en torno a una estrategia común de crecimiento de clientes, facilitando la priorización y la toma de decisiones estratégicas.
¿Qué buscamos?
¿Quieres saber si este puesto está hecho para ti? Estas son algunas de las cualidades que más valoramos para este rol. Y si encajas… ¡no dudes en presentar tu candidatura!
- Grado universitario o máster en Empresa, Economía, Finanzas, Ingeniería, Matemáticas, Data Analytics o un campo relacionado.
- Capacidad para identificar oportunidades de crecimiento mediante el análisis de datos, insights de clientes y evaluación del rendimiento comercial, traduciéndolos en iniciativas estratégicas.
- Experiencia significativa en estrategia de clientes, growth, estrategia comercial, business analytics, CRM, customer value management o un área relacionada.
- Sólida mentalidad estratégica y comercial, con capacidad para conectar los insights de clientes, los objetivos de negocio y los resultados financieros.
- Pensamiento analítico avanzado, con capacidad para estructurar problemas de negocio ambiguos, desarrollar hipótesis y determinar qué datos y análisis son necesarios para responderlos.
- Capacidad para traducir preguntas estratégicas de negocio en requisitos analíticos, segmentos de clientes, KPIs y frameworks de medición.
- Experiencia trabajando con múltiples fuentes de datos, incluidos datos de clientes, transacciones, productos, campañas, comportamiento, ventas y datos financieros.
- Sólido conocimiento de conceptos de valor de cliente, como lifetime value, rentabilidad, valor incremental y retorno de la inversión.
- Capacidad para transformar análisis complejos en conclusiones claras, d