Marketing & Communications
Going for profit: for bank, client and society
“I work as a content marketer at Commercial Banking: the team for corporate clients. There, we focus on a diverse target group: from self-employed people to large companies, across various sectors. We develop lots of products and services to support them with their banking. My fellow marketers and I need to draw attention to those products in the right way. We create appropriate campaigns, from radio and TV adverts to social campaigns. I am involved in the entire process, from strategy to production.”
Leading social change
“Lots of people come into contact with ABN AMRO. This makes us the best player to take a leading role, including in the field of sustainability. That goes beyond the products we offer and the conditions we set for clients. We want to proactively inspire people, from something small, such as calculating the financial picture of solar panels, to something big such as our Sustainable Impact Fund. Every day, I approach our clients about these options in the right way.”
To measure is to know more
“Efficient, high-impact communication with our clients requires different specialisms. Our team is made up of marketeers, copywriters, communication specialists and data specialists. The latter, in particular, allows us to learn more about our work and the target group. What do our clients actually want? Are we on the right track? Are we achieving our goals?”
“Because of this data focus, I notice that we are shifting from a quantitative to a qualitative approach: we would rather catch that one small fish that perfectly matches our message than a net full of bycatch. It's fascinating. Clients always had to adapt to our products and services. If you're a student, you get a student account, for example. Soon, we will know enough about clients to enable us to adapt to them. I look forward to fitting into their lives more and more.”
Set your own course, and you will be appreciated
“I get a lot of space, opportunities and encouragement to work on my development. You just need to make the most of those opportunities – nobody is going to do that for you. I'm going to take a marketing course: NIMA B. But there are other less obvious learning options. I'm on our Employee Council, for example. It's informative and I am appreciated for taking that responsibility. I always say: 'If you make yourself visible, you will be seen.' And we proved it!”
Get creative
“I consider myself to be quite creative, and I was afraid that I might be inhibited in such a large organisation. But I actually experience the opposite. Yes, there is a calibrated status quo, but I see that as an opportunity to be surprising. Sometimes you face resistance, but if you come up with fresh ideas and can substantiate them well, there is certainly space to do things differently – and you will find plenty of supporters.”
Open to each other
“I think our culture is very nice, open and inclusive. In terms of characters, I always say what I think, but not everyone does. I think we all make sure that everyone is heard: young and old, junior and senior. We respect each other and each other's expertise. Moreover, everyone values knowledge sharing. Why should you keep information to yourself, when you can also help a colleague – and therefore the client and the organisation – at the same time?”
NB Eva is currently no longer employed in this position. She started as a Brand Consultant at ABN AMRO.
