Product Owner – Beyond Banking (Value & Engagement Propositions)

This role sits in the Global Loyalty & Beyond Banking team within ING Group, which develops and scales non-banking customer benefits that enhance ING’s retail propositions across multiple markets.

The team | Loyalty | Daily Banking & Mobile Led

As part of Product Family Daily Banking NL. At ING Netherlands, we aim to be Netherlands #1 Bank while directing our growth towards building a sustainable future. Within Daily Banking NL, we aim to create attractive value propositions for all customer segments, to attract ‘New2Bank’ customers, build and enhance the customer relationship and retain customers by selling and servicing all our Daily Banking products.

We pursue this ambition through our growth drivers: commercial growth, outstanding customer experience, and financial health & inclusion. All while keeping our basics in order.

Role and responsibilities

As Product Owner – Beyond Banking (Value & Engagement Propositions), you will own a portfolio of customer-centric value propositions primarily focused on digital subscriptions, transactional value mechanics, and lifestyle-oriented benefits.

Your initial scope includes:

• Streaming & video-on-demand subscriptions
• Transactional cashback propositions
• Lifestyle and everyday perks

Over time, additional beyond banking propositions may be added to your portfolio as the ecosystem evolves.

You are responsible for designing, optimizing, and scaling the end-to-end customer journeys associated with these benefits, ensuring strong adoption and measurable customer impact across markets.

Key Responsibilities

End-to-End Journey Ownership

• Create and continuously improve the full customer journey (awareness → activation → usage → retention)
• Optimize onboarding, engagement, and renewal mechanics
• Identify friction points and drive improvements based on data and country feedback

Product Ownership

• Act as Product Owner for your assigned value and engagement propositions
• Define roadmap and priorities in alignment with the Global Head of Loyalty & Beyond Banking and Global Delivery Manager - Loyalty
• Translate commercial, country, and customer needs into clear requirements

Country Enablement

• Serve as primary interface for countries consuming your propositions
• Support local go-live, scaling, and optimization
• Balance global scalability with local market realities

Performance & Growth

• Drive adoption, active usage, and recurring engagement
• Monitor KPIs and continuously enhance value perception
• Contribute to the expansion of subscription-based and transactional value models

How to succeed

• 5+ years in Product Owner / Product Management / Customer Journey roles
• Strong affinity with subscription models, loyalty mechanics, or digital platforms
• Experience in streaming, digital services, cashback ecosystems, or consumer platforms is a strong plus
• Strong stakeholder management and ability to operate autonomously in complex environments