Head of Brand

2 days ago

Sydney, Australia ING Full time

Acting Head of Brand (Chapter Lead, Brand Experience) - 12 Months Parental Leave Cover

ING, Australia’s most recommended bank for the 3rd year running is looking for a Head of Brand who will be responsible for leading and managing the ING brand in Australia.

This is an opportunity to steer our brand and build its strength among external and internal audiences including customers and employees.

Our brand is something that sets us apart at ING. We are progressive, we like to do things differently and our down to earth and transparent nature is something that needs to continue to shine through.

As an agile business, this position manages one of three chapters - the Brand Experience Chapter - in the Marketing, Brand and Stakeholder Relations Centre of Excellence (CoE). The Brand Experience Chapter is responsible for brand strategy and positioning, brand guardianship, media & connections design as well as an internal and industry leading creative studio.

Leading a dynamic and motivated team of 10 you will also partner with leaders within our CoE (leaders in Stakeholder Relations and Product & Customer Marketing) as well as other parts of our business including Customer Experience, Customer Interactions and Digital. Are you ready to make an impact on our business?

**What are you going to do? You will be**
- Brand Positioning & Brand Health: Develop strategic approach to build the brand and deliver against key KPIs, including ‘Brand Power’, main bank consideration and as a result, increase recruitment of primary bank customers.
- Branding: Act as guardians for the brand ensuring consistency across all external and internal audiences. This includes adherence to the global brand guidelines through tone of voice, visual identity and UX design.
- Brand Campaigns: Ensure clear strategic direction (inc. agency briefing) and executional excellence across all brand touchpoints.
- Social & Content: Develop an innovative approach to connect with audiences across our social channels and branded content. Develop new ways to tap into cultural trends to bolster relevance and deliver to our brand experience.
- Brand Connections: Deliver our brand experience to audiences (new & non-customers, internal stakeholders, employees, etc.) through touchpoints across all channels including paid, earned, owned and in particular, through new brand activations and partnerships. Attract profitable growth audiences to the bank through improved targeting and deeper understanding of our audiences.
- Product Marketing: Collaborate with the Chapter Lead, Product & Customer Marketing to deliver cohesive, through-the-line campaigns to market and ensure all product propositions deliver to our brand positioning. Enhance product & customer marketing efforts with strategic counsel as it pertains to our brand and new-to-bank audience growth plans.
- Agency Management: Lead agency relationships for our brand, customer and media agency partners, providing them with clear direction, managing efficiencies and quality across all briefs and ensuring collaboration.

**What are we looking for? Someone who has**
- The aspiration to work in a dynamic, agile team and ready to set the agenda for our brand for the next year.
- Extensive experience building brands - ideally 10-15 years - preferably with financial services brands.
- Strong understanding of the Australian financial services landscape including policy and regulation.
- Proven leadership of high performing teams with the ability to respond quickly and effectively under time pressure.

**About Us**

At ING, we want to make life simpler and more worthwhile - for everyone who banks with us, for the people who work with us, and the community at large, too.

When you come to work at ING, you’re joining a modern and progressive team where individuality isn’t just accepted, it’s encouraged. You’ll be surrounded by people who are friendly, inclusive and respectful, who want you to reach your potential. It’s one of the many reasons we’re proud to be an Employer of Choice for Gender Equality.

We give people the freedom to take risks, stay curious and think differently, and seek new and better ways to make things happen. We’re here to help you get ahead. And with our global network, there’s plenty of scope to take your career in new directions, perhaps even ones you’ve never considered.

Sound like the kind of place you’d feel at home? We’d love to hear from you.

(One last thing, ING operates a direct talent sourcing model. So no agency introductions, please.)

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