Private Banking CRM Specialist

At ING we are looking for Private Banking CRM Specialist

We are looking for a person with a strong communications mindset: someone who can design, orchestrate and continuously improve the end-to-end communication experience for Private Banking clients, connecting business priorities, customer needs, data, channels and regulatory requirements into clear, relevant and effective client interactions.

Your role and work environment

The Tribe’s responsibility is to deliver exceptional service to Affluent and Private Banking clients by helping them build well-balanced portfolios tailored to their knowledge, suitability and future financial needs. The goal is to increase share of wallet with existing clients while attracting new Affluent clients.

Our way of working showcases ING’s distinctive approach, products and proactive service model: anticipating client needs, removing friction and creating a seamless, rewarding experience for current and potential clients.

As an expert, you will bring the business know-how, customer perspective and delivery skills needed within the Squads to realise our shared purpose.

Job purpose

Design, orchestrate and continuously improve the end-to-end communication experience for Private Banking clients.

You will define communication strategies, build and optimise customer journeys across channels, and develop engagement models that strengthen client relationships and drive business outcomes.

Working closely with Private Banking, Digital, Data, UX, Compliance, Legal and Customer Experience teams, you will ensure that every interaction delivers a seamless, personalised and compliant customer experience, whether through digital channels, product-related communications or human interactions with Wealth Specialists.

You will make data-driven decisions to improve client engagement, satisfaction, adoption and commercial performance while contributing to the evolution of ING’s Private Banking proposition.

Your key responsibilities:

Customer Communication Strategy

• Define and maintain the communication strategy for Private Banking clients across the full customer lifecycle.


• Translate business priorities into relevant, customer-centric communication plans that support commercial, service and relationship objectives.


• Define campaign and contact strategies with the business lines, ensuring the right target, timing, channel and message for each use case.


• Keep a global view of ING’s communications strategy, balancing client relevance, saturation and frequency rules with business needs.

Customer Journey Design

• Design, map and optimise end-to-end journeys for Private Banking products and services.


• Identify friction points, communication gaps and opportunities through journey mapping, customer insights and performance data.


• Develop trigger-based, event-driven and lifecycle-based communications to improve engagement, client value and customer experience.


• Monitor journey performance and continuously improve conversion, engagement and experience metrics.

Channel, CRM and Personalisation

• Personalise communications and make each interaction between clients and ING as relevant as possible.


• Someone who has experience defining personalise communications with communications tools like UNICA, Adobe Journey Optimizer or other Marketing Automation Tools & Campaign Tools.


• Use data and a deep understanding of customer journeys to choose the most appropriate message, channel and moment.


• Manage client communications across digital channels, mobile, product flows and other existing touchpoints.


• Use CRM, marketing automation and campaign tools to design, activate and optimise communications.

Digital Experience Development

• Contribute to the design of new digital experiences for Affluent and Private Banking clients.


• Define customer requirements, business rules and acceptance criteria for new capabilities.


• Work with UX, Engineering and Analytics teams to create intuitive, scalable and impactful experiences.


• Validate solutions through experimentation, customer feedback and data analysis.

Data & Performance Management

• Use customer, commercial and behavioural data to identify opportunities for improvement.


• Track KPIs related to engagement, adoption, customer satisfaction, commercial performance and business outcomes.


• Measure communication effectiveness and added value for clients, identifying improvements and proposing solutions through a continuous feedback cycle.


• Drive experimentation and A/B testing to validate hypotheses and maximise impact.

What are we looking for?

What you’ll bring

• Bachelor’s or Master’s degree.


• Proven experience in Customer Journey Management, CRM, Marketing, Digital Experience, Product Management or Customer Experience.


• Experience defining personalised communications with tools such as UNICA, Adobe Journey Optimizer or other marketing automation and campaign platforms.


• Strong understanding of customer lifecycle management, client communications and cross-channel strategies.


• Data-driven mindset with the ability to translate insights into action.


• Strong stakeholder management, collaboration and influencing skills.


• Ability to work in complex environments, keeping a global overview while generating simple and scalable solutions.


• Written and verbal communication skills in English and Spanish.

Nice to have

• Experience in Wealth Management, Private Banking, Investments or Affluent customer segments.


• Experience with experimentation, journey analytics and customer experience measurement.


• Knowledge of Agile Way of Working and delivery frameworks.

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 fulfil you in every way, and that is why we take care of even the smallest details.

Check out what is waiting for you!

Be flexible my friend.

Our model is all about flexibility and accountability. Keeping both our customers and our colleagues’ needs in mind, you determine together which days you work at home and which you come to ING MAD to offer your best self. Do your thing.

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.

• 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.