Private Banking CRM Specialist – Client Communication Strategy

Job Description

Private Banking CRM Specialist | ING

The Tone:
This is a full-time role at ING, located in Madrid, Spain, with a hybrid work model. ING delivers exceptional service to Affluent and Private Banking clients by helping them build tailored portfolios and achieve financial needs. This role is crucial for designing, orchestrating, and continuously improving the end-to-end communication experience for Private Banking clients, ensuring interactions are clear, relevant, and effective, which directly impacts client satisfaction and business outcomes.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: Hybrid – Spain (Madrid)

• Team: Cross-functional Squads within the Private Banking Tribe, collaborating with Digital, Data, UX, Compliance, Legal, and Customer Experience teams.
• Mission: Design, orchestrate, and continuously improve the end-to-end communication experience for Private Banking clients.
• Tech Stack: UNICA, Adobe Journey Optimizer, other Marketing Automation Tools & Campaign Tools.

What You’ll Actually Do
• Define Communication Strategy: Establish and maintain client communication plans across the full customer lifecycle, translating business priorities into customer-centric engagement.
• Design Customer Journeys: Map and optimize end-to-end journeys for Private Banking products and services, identifying friction points and developing trigger-based communications.
• Personalize Client Interactions: Utilize CRM and marketing automation tools to personalize communications and manage interactions across digital, mobile, product flows, and human touchpoints.
• Develop Digital Experiences: Contribute to the design of new digital experiences for clients, defining customer requirements and working with UX, Engineering, and Analytics teams.
• Manage Data & Performance: Use customer, commercial, and behavioral data to track KPIs, measure communication effectiveness, and drive experimentation for continuous improvement.

The Must-Haves
• Background: Bachelor’s or Master’s degree with proven experience in Customer Journey Management, CRM, Marketing, Digital Experience, Product Management, or Customer Experience.
• Experience: Defining personalized communications using tools such as UNICA, Adobe Journey Optimizer, or other marketing automation and campaign platforms.
• Skills: Data-driven mindset with the ability to translate insights into action, strong stakeholder management, collaboration, and influencing skills, and written and verbal communication skills in English and Spanish.
• Bonus: Experience in Wealth Management, Private Banking, Investments, or Affluent customer segments, experience with experimentation, journey analytics, and customer experience measurement, or knowledge of Agile Way of Working and delivery frameworks.