Overview
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 (prefer

📌 Product Area Lead Digital Sales (Italia)
🏢 Ing Group
📍 Italia