Eva Leysen
Employer Branding Expert
ING BELGIUM
USING DATA INSIGHTS TO CREATE OPTIMAL & AUTHENTIC CAMPAIGN MESSAGING
In times where it has never been easier to avoid an overkill of marketing messages, ING reinforces its brand by aligning the different brand pillars (corporate, commercial, employer brand) under its "Do Your Thing" brand strategy.
In this session, a duo of employer brand managers will talk you through the power of optimizing campaign messaging based on data insights.
They will be giving a sneak peek into ING’s biggest employer branding campaign so far; data-driven and authentic from the creative concept to the tactical campaign setup.
Biography
Eva Leysen, the other half of the employer branding duo, joined ING Belgium in January 2019. She has a Master’s degree in Business Economics and started her career as a trainee at an international bank in Germany. After having gained experience in different departments of the bank, she took on the role of marketing expert - giving her a profound understanding of the ins and outs of on- & offline marketing and branding. In her role today at ING, Eva’s mission is to show the world what it’s like to work at ING and that it doesn’t feel as “banky” as you might think. As a board member of ING’s employee network Rainbow Lions, she helps raise awareness about LGBT+ matters and reduce biases on the work floor. Eva is a hobby baker and barista who likes designing and sewing clothes for her two daughters.
In times where it has never been easier to avoid an overkill of marketing messages, ING reinforces its brand by aligning the different brand pillars (corporate, commercial, employer brand) under its "Do Your Thing" brand strategy.
In this session, a duo of employer brand managers will talk you through the power of optimizing campaign messaging based on data insights.
They will be giving a sneak peek into ING’s biggest employer branding campaign so far; data-driven and authentic from the creative concept to the tactical campaign setup.
Biography
Eva Leysen, the other half of the employer branding duo, joined ING Belgium in January 2019. She has a Master’s degree in Business Economics and started her career as a trainee at an international bank in Germany. After having gained experience in different departments of the bank, she took on the role of marketing expert - giving her a profound understanding of the ins and outs of on- & offline marketing and branding. In her role today at ING, Eva’s mission is to show the world what it’s like to work at ING and that it doesn’t feel as “banky” as you might think. As a board member of ING’s employee network Rainbow Lions, she helps raise awareness about LGBT+ matters and reduce biases on the work floor. Eva is a hobby baker and barista who likes designing and sewing clothes for her two daughters.