A major Belgian financial institution is launching a new digital investment platform and is building the marketing approach that will support its adoption and growth. As a senior marketing expert, you will connect go-to-market planning with marketing analytics, customer journey optimization and measurable acquisition across ATL, digital and performance marketing channels. The role covers both the initial launch and the ongoing development of an optichannel customer experience.
The mission
The platform is being developed as a new proposition in the investment domain, with marketing responsible for positioning, visibility and commercial traction from launch onward. You will shape the go-to-market strategy for a new investment platform, define the brand and coordinate owned, earned and paid media. Campaign and funnel data will guide decisions on CRM principles, ROI and commercial KPIs in the Belgian market. The work connects marketing execution to the broader growth objectives of the financial institution.
Your scope runs from strategy to implementation. You will work cross-functionally with marcom specialists, commercial teams and internal stakeholders, managing priorities, budgets, deadlines and alignment. Day to day, you will translate customer, market and campaign insights into end-to-end customer journey campaigns, using test-and-learn, A/B testing, personalisation and predictive models where relevant. You will report impact, learning and growth opportunities, then adjust activity based on evidence.
Your responsibilities
- Develop and implement the launch strategy, positioning and integrated communication plan for the investment platform.
- Build brand awareness and commercial traction through coordinated owned, earned, paid, ATL and performance marketing campaigns.
- Analyse campaign performance, customer behaviour and funnel data to identify friction points and improve acquisition and conversion.
- Design and optimise growth strategies and end-to-end customer journey campaigns in line with customer needs and commercial objectives.
- Establish clear marcom KPIs, ROI reporting and performance reviews that turn data into prioritised decisions.
- Coordinate cross-functional projects, aligning stakeholders, budgets, deadlines and delivery across marketing and commercial teams.
Your profile
Essential skills
- Bring at least 5 years of relevant experience in marketing and communication, preferably in the banking, financial or investment sector.
- Apply marketing analytics, customer journey optimization, CRM principles and commercial KPIs to improve measurable business outcomes.
- Demonstrate experience in brand building, ATL campaigns, performance marketing, data-driven decision-making and optichannel activation.
- Manage projects and implement communication strategies within the financial industry, from planning through delivery and evaluation.
- Combine commercial judgement and customer focus with strong analytical thinking, structured project management and a hands-on approach.
- Communicate clearly with multiple stakeholders and translate customer, market and campaign insights into practical actions.
Preferred skills
- Experience with growth marketing, go-to-market strategy or the launch and scaling of a digital platform.
- Familiarity with Adobe Automation, automation, personalisation, predictive models, generative tools or AI-driven marketing.
- Experience with agile collaboration, A/B testing and owned, earned and paid media planning.
Languages
- Dutch: strong written and spoken proficiency, at least CEFR C1.
- French: strong written and spoken proficiency, at least CEFR C1.
- English: strong written and spoken proficiency, at least CEFR C1.
Education
- Master’s degree in Communication Economics, Marketing or equivalent relevant experience.