Lead Branding & Marketing Wealth Management


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  • 10+ jaar
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  • € 6.988 - € 9.982 pm
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  • Bouwen aan de bank van de toekomst
  • Een diverse en inclusieve cultuur
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Lead Branding & Marketing Wealth Management

At a glance

Wealth Management (WM)
It is our vision is to be the first choice in wealth management (WM) in Northwest Europe for entrepreneurial clients based on our expertise to grow and protect wealth.  WM is market leader in the Netherlands, 3rd in Germany and 5th in France. WM offers fully integrated financial advice and full array of services focused on wealth structuring, wealth protection and wealth transfer. Delivering expertise with tailored solutions for wealthy clients Within the remit of our bank-wide purpose ‘Banking for better for generations to come’, the role of the Client Units is to drive value creation for our clients, to deliver outstanding service and to safeguard the bank’s licence to operate. The mission of the Client Units is to advocate client centricity and build (new) business opportunities based on deep customer insights combined with sound risk management. Ensuring we build a personal bank in the digital age, bringing intimacy and expertise where it matters and efficient convenience everywhere else. 

The Client Unit Wealth Management is responsible for

  • the Client segment Wealth Management Clients
  • the Wealth Product unit
  • the geographic locations, the Netherlands, Belgium, France, UK and Germany and; 
  • the three enabling functions: Processes & Control, Business Implementation and Office. 

This Client Unit serves private customers with assets from €500,000 (High Net Worth and Ultra High Net Worth customers).


Business Development & Marketing Team
As part of the Wealth Management Clients organisation, the team is responsible for helping Wealth Management Clients to find their way amid the ever-evolving, competitive market landscape. By understanding the fundamental needs of our customers, the pockets of growth and the right service model we help WM achieve its strategic ambitions and goals (brand performance, NPS, segment RoE). 

The team is responsible for defining and implementing WM Clients strategy by identifying/developing winning business propositions, with the right pricing and supports the transformation to a multi-channel client service model. This is done in an international context because WM is a leading North West European Wealth Manager operating in The Netherlands, Belgium, France and Germany with the brands ABN Amro MeesPierson, Neuflize OBC, Bethmann Bank and ABN AMRO Private Banking Belgium.

Your job

As Lead Brand & Marketing Strategy Wealth Management you are responsible to embed the WM ‘brand- and marketing’ strategy in the organisation. You will rally the entire organisation behind the WM brands enabling the WM Clients organisation to deliver on the brand promise and her commercial ambitions. You report to the Head of Business Development & Marketing WM (Wealth Management Clients) and are part of the management team. Within the Business Development & Marketing Team you will get the opportunity to realize the WM  Growth Ambitions as a Lead Brand & Marketing Strategy Wealth Management;

  • Provide a branded experience to all stakeholders by creating strategic Marketing plans for the various client sub-segments like Private Wealth Management (assets from €25mio.), Entrepreneur & Enterprise and Private Banking (BBG) and Institutions & charities
  • Embedding the brand positioning and branded experience of ABN AMRO WM brands throughout all parts of ABN AMRO in The Netherlands, Belgium, France and Germany. 
  • A consistently integrated organisation-wide approach of brand, marketing and communication so WM Clients activities will add up and brand and marketing goals will be achieved. 
  • Advising ExBO member WM and her team on implementing strategical brand values in their activities. 
  • Initiate, measure and improve new content marketing campaigns that contribute to the brand values Expertise & Personal and that drive the business
  • Initiate ideas for new marketing propositions
  • Manage and improve existing content marketing campaigns and communication platforms (e.g. Boven de Markt, De Duurzame Belegger, Investment Outlook, Financial Focus)
  • Define a strategy for the execution of the local marketing activities with the WMNL subsegments
  • Define and improve the WMNL public relations strategy i.c.w. Media relations
  • Participate in bank wide strategic projects that require a WM marketing vision (e.g. Sustainability, Inclusive banking) 

Working environment

The Segment Development Team is the growth engine for Wealth Management and consists out of several teams such as Sales Execution, Risk Execution, Acquisition, CDE (via CX Principal WM) and the Business Development & Marketing team. The consultants in Segment Development Team have a responsibility for all geographical areas in which WM operates (Netherlands, Germany, France and Belgium) and report to the head of Segment Development Team. The complexity of the role is defined in a diverse senior internal and external stakeholder field. A small part of the direct reports will functionally work in E2E teams. The rest of the team collaborate with colleagues of the other parts of ABN AMRO in The Netherlands, Belgium, France and Germany.
The Business Development & Marketing team is a diverse team that consists of 12+ passionate business development consultants and marketing professionals with a broad track-record inside and outside of the bank. Each colleague brings a specific skill-set to the team. 

Your profile

You are a team player with strong communicative skills and an entrepreneurial mindset. You like to take ownership and don’t wait for action. You also like to collaborate with other teams across the bank and internationally, and are not afraid to challenge senior stakeholders to bring new ideas on the table.

Ideal experience:

  • At least 10 years of senior experience in managing and building distinctive brands and strong marketing plans
  • Proven track record and impact with developing and implementing brand strategies, preferably in a banking and/or service industry 
  • Excellent communication skills motivating an entire organisation behind the brand and marketing ambitions and plans. 
  • Broad experience in executing the needed brand proof points throughout the organisation. Can think and act beyond communication. 
  • Proven Brand impact and delivery on business and customer impact
  • Business savvy brand builder 
  • Experience in an international environment 
  • Experience in leading a team of professionals. 
  • Strong experience in managing internal and external stakeholders in a complex setting
  • Knowledge of strategic management of marketing, communication and data & analytics. 
  • Knowledge and expertise on new changes/trends within the discipline of brand and reputation management 
  • Knowledge of strategic management, (matrix) organizational structures, strategic planning, multicultural work environments, the operation of international teams, team dynamics, analysis methods and change management.
  • Excellent written and verbal communication skills (English and Dutch)

We are offering

The opportunity to be the best you can be, work flexible hours and ample room to grow both personally and professionally. The opportunity to pro-actively work on your vitality and fitness

  • Hay scale 13
  • A supplementary benefit budget of 11%, which you can spend on additional fringe benefits
  • A personal development budget 
  • An annual public transportation pass or travel budget, depending on the function
  • A solid pension plan


Are you interested? Feel free to contact recruiter Emma Meuter (emma.meuter@nl.abnamro.com) or hiring manager Erik Bielderman (erik.bielderman@nl.abnamro.com) for more information. We look forward to meet you!

Equal opportunities for all

The success of our organisation depends on the quality of our people and the ideas that they have. Truly surprising insights and innovative solutions for our clients result from an interplay of cultures, knowledge and experience. Diversity is therefore extremely important to our organisation. To ensure that everyone at ABN AMRO can develop their talents, we encourage an inclusive culture in which all colleagues feel engaged and appreciated.

Disclaimer external recruitment agencies

External recruitment agencies need to have a signed agreement with ABN AMRO BANK N.V., executed by a Talent Acquisition Specialist, when submitting a resume to a vacancy. In addition, a recruitment agency can only submit a resume when invited by a Talent Acquisition Specialist to join the search for a right candidate. All unsolicited resumes sent to us will be considered property of ABN AMRO BANK N.V. In this case, ABN AMRO will not be held liable to pay a placement fee.

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