Brand Manager - Brand Campaigns

📌 Core Information

🔹 Job Title: Brand Manager - Brand Campaigns

🔹 Company: ING

🔹 Location: Sydney, New South Wales, Australia

🔹 Job Type: Full-Time

🔹 Category: Marketing & Branding

🔹 Date Posted: June 20, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Leading the development and rollout of insight-led brand campaigns across ING’s banking divisions.
• Working closely with internal teams and creative agencies to craft compelling brand propositions and messaging.
• Managing campaign timelines, budgets, and stakeholder approvals to ensure smooth delivery and strategic alignment.
• Upholding brand consistency and integrity across all touchpoints, acting as a brand custodian at an enterprise level.
• Championing innovation by embedding AI-driven efficiencies and fostering a collaborative, creative team culture.

ASSUMPTION: This role requires a strategic and creative brand manager with a strong blend of agency and client-side experience, and a deep understanding of retail banking. The ideal candidate will thrive in fast-paced environments and be adept at aligning multiple stakeholders, managing agencies, and delivering impactful, insight-led campaigns that elevate and grow the brand.

📋 Key Responsibilities

✅ Lead the development and rollout of insight-led, through-the-line brand campaigns across ING’s banking divisions.

✅ Work closely with internal teams and creative agencies to craft compelling brand propositions and messaging.

✅ Manage campaign timelines, budgets, and stakeholder approvals to ensure smooth delivery and strategic alignment.

✅ Use data and insights to optimise campaign performance and drive continuous improvement.

✅ Uphold brand consistency and integrity across all touchpoints, acting as a brand custodian at an enterprise level.

✅ Champion innovation by embedding AI-driven efficiencies and fostering a collaborative, creative team culture.

ASSUMPTION: The key responsibilities listed above are derived from the job description and may be subject to change based on the specific needs of the company.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Communications, or a related field. A relevant postgraduate qualification would be an asset.

Experience: Proven experience (7+ years) in brand development, campaign management, and working with creative and media agencies. Ideally, you come from a mixed background of agency and client-side experience with some experience in financial services, and with experience in reading, managing, and optimising media plans.

Required Skills:

• Outstanding strategic thinking and storytelling skills, with the ability to translate insights into compelling brand narratives.
• Excellent project management capabilities, including budget oversight, stakeholder engagement, and deadline delivery.
• A collaborative mindset with the ability to influence and align cross-functional teams across a complex organisation.
• A passion for innovation, with experience introducing process improvements and AI-driven efficiencies.
• Exceptional communication skills and attention to detail, with a deep understanding of retail banking and customer experience.

Preferred Skills:

• Experience working with AI-driven marketing tools and platforms.
• Fluency in multiple languages (particularly Asian languages) would be an asset.

ASSUMPTION: The required and preferred skills listed above are based on the job description and industry standards for a Brand Manager role. However, the specific needs of the company may vary, and additional or different skills may be required.

💰 Compensation & Benefits

Salary Range: Based on industry standards for a Brand Manager role in Sydney, the estimated salary range is AU$120,000 - AU$160,000 per annum, plus superannuation. This estimate is inclusive of base salary and may include bonuses or other forms of compensation.

Benefits:

• Discounted ING Health Insurance
• An additional Rest Day to support your wellbeing
• An IMPACT day to volunteer on approved sustainability activity

Working Hours: Full-time position with standard office hours, Monday to Friday. Flexible working arrangements may be available.

ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience, qualifications, and the company's internal salary structure.

📌 Applicant Insights

🔍 Company Context

Industry: ING is a global financial institution operating in the banking and financial services sector. They offer a wide range of products and services, including retail and wholesale banking, investments, and insurance.

Company Size: ING is a large, multinational corporation with over 50,000 employees worldwide. This size offers opportunities for career growth and exposure to diverse teams and projects.

Founded: ING was founded in 1991 and has since grown to become a leading global financial institution.

Company Description:

• ING is committed to empowering people to stay a step ahead in life and in business.
• They focus on providing innovative, sustainable, and customer-centric financial solutions.
• ING is known for its inclusive culture, fostering a work environment where individuality is celebrated.

Company Specialties:

• Retail and wholesale banking
• Investments and asset management
• Insurance
• Sustainable finance

Company Website: ING Americas

ASSUMPTION: The company context provided is based on publicly available information and may vary depending on the specific needs and focus of the company.

📊 Role Analysis

Career Level: This role is at the mid-level management stage, with opportunities for growth and progression within the company.

Reporting Structure: The Brand Manager will report directly to the Head of Brand Marketing and work closely with internal teams and external agencies.

Work Arrangement: This role is on-site, with the opportunity for flexible working arrangements.

Growth Opportunities:

• Progression to a senior brand management role or a leadership position within the marketing department.
• Expanding skills and expertise through working on diverse campaigns and projects.
• Gaining exposure to different aspects of the business and developing a well-rounded understanding of the financial services industry.

ASSUMPTION: The role analysis provided is based on the job description and industry standards for a Brand Manager role. However, the specific needs and opportunities within the company may vary.

🌍 Location & Work Environment

Office Type: ING's Sydney office is a modern, collaborative workspace designed to foster creativity and innovation.

Office Location(s): 201 Sussex Street, Sydney NSW 2000, Australia

Geographic Context:

• Sydney is the largest city in Australia, offering a vibrant cultural scene, diverse communities, and numerous employment opportunities.
• The city is known for its beautiful harbour, iconic landmarks, and stunning beaches.
• Sydney has a temperate climate, with mild winters and warm summers, making it an enjoyable place to live and work year-round.

Work Schedule: Standard office hours, Monday to Friday, with the opportunity for flexible working arrangements.

ASSUMPTION: The location and work environment provided are based on publicly available information and may vary depending on the specific needs and focus of the company.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening
• In-person or video interview with the hiring manager
• Final interview with the team or stakeholders

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Creativity and innovation
• Communication and presentation skills
• Cultural fit and alignment with ING's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant skills and experiences for this role.
• In your cover letter, articulate why this role is your dream role and why ING as a brand appeals to you.
• Prepare examples of your past campaigns, their objectives, strategies, and outcomes to discuss during the interview.

ATS Keywords: Brand development, campaign management, creative agencies, financial services, strategic thinking, storytelling, project management, budget oversight, stakeholder engagement, collaboration, innovation, process improvements, AI-driven efficiencies, retail banking, customer experience

ASSUMPTION: The interview and application insights provided are based on industry standards and best practices for a Brand Manager role. However, the specific needs and processes of the company may vary.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, HubSpot)
• Customer relationship management (CRM) software (e.g., Salesforce, Microsoft Dynamics 365)
• Project management tools (e.g., Asana, Trello, Microsoft Project)
• AI-driven marketing tools and platforms (e.g., Albert, Acquisio, Phrasee)

ASSUMPTION: The tools and technologies listed are based on industry standards and best practices for a Brand Manager role. However, the specific needs and preferences of the company may vary.

👔 Cultural Fit Considerations

Company Values:

• Empowering people
• Taking responsibility
• Speaking up
• Working together
• Never stand still

Work Style:

• Collaborative and inclusive
• Agile and adaptable
• Data-driven and innovative
• Customer-focused and empathetic

Self-Assessment Questions:

• Do you align with ING's values and culture?
• Are you comfortable working in a fast-paced, dynamic environment?
• Do you thrive in collaborative, cross-functional teams?

ASSUMPTION: The cultural fit considerations provided are based on publicly available information and industry standards for a Brand Manager role. However, the specific needs and preferences of the company may vary.

⚠️ Potential Challenges

• Managing multiple stakeholders and agencies with competing priorities and timelines.
• Balancing strategic, long-term brand building with tactical, short-term campaign execution.
• Adapting to a fast-paced, dynamic work environment with changing priorities and deadlines.
• Working with limited resources and budget constraints.

ASSUMPTION: The potential challenges listed are based on industry standards and best practices for a Brand Manager role. However, the specific needs and opportunities within the company may vary.

📈 Similar Roles Comparison

• Unlike other brand management roles, this position requires a strong understanding of retail banking and customer experience.
• ING's focus on sustainability and innovation sets it apart from other financial institutions, offering unique opportunities for growth and development.
• This role offers the chance to work on high-impact, through-the-line brand campaigns, providing a broad range of experience and exposure.

ASSUMPTION: The role comparison provided is based on industry standards and best practices for a Brand Manager role. However, the specific needs and opportunities within the company may vary.

📝 Sample Projects

• Developing and executing a national brand awareness campaign for ING's retail banking division.
• Launching a targeted customer acquisition campaign for ING's digital banking platform.
• Managing the creative production process for a series of TV, print, and digital advertisements.

ASSUMPTION: The sample projects listed are based on the job description and industry standards for a Brand Manager role. However, the specific needs and opportunities within the company may vary.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the marketing department?
• How does ING support the growth and development of its brand managers?
• What are the key priorities for this role in the first 90 days?
• How does ING measure the success and impact of its brand campaigns?
• What is the company's approach to work-life balance and flexible working arrangements?

ASSUMPTION: The key questions to ask during the interview are based on industry standards and best practices for a Brand Manager role. However, the specific needs and opportunities within the company may vary.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the following link: ING Careers
• Tailor your resume and cover letter to highlight your relevant skills and experiences for this role.
• Prepare examples of your past campaigns, their objectives, strategies, and outcomes to discuss during the interview.
• Follow up with Rachel Yuen, the hiring manager, one week after submitting your application to express your interest and reiterate your qualifications.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.