John De Wever, Marketing & Brand Leader
Building brands,
that matter to people,
and drive business results.
I'm a marketing leader based in Belgium, currently Head of Brand & Marketing at ING Belgium. My background spans brand, digital, e-commerce and growth, bringing together customer understanding, creativity and commercial impact.
Over the years, I've worked across different industries, organisations and stages of transformation. What connects those experiences is a fascination with how people make choices, how brands earn relevance, and how marketing can contribute meaningfully to business growth results.About
My marketing career has never followed a single discipline.
I started with a strong focus on digital and technology, moved deeper into e-commerce and customer acquisition, and gradually broadened that experience into brand and marketing leadership. That journey still shapes how I look at marketing today.
I don't see brand and performance as opposing disciplines. Building a strong brand and delivering commercial results are different horizons of the same job. Brand creates relevance, trust and preference. Great marketing translates those into behaviour and, ultimately, business impact. The interesting part is connecting the two.
That means understanding customers beyond dashboards and conversion funnels. It means combining data with creativity, balancing today's commercial priorities with tomorrow's brand, and using technology without losing sight of the people behind it.
Today, I bring that perspective to my role as Head of Brand & Marketing at ING Belgium.
Experience
Head of Brand & Marketing
Today, I lead Brand & Marketing at ING Belgium. My scope brings together brand, marketing, creative, social media, customer experience and sponsorships, working across different parts of the bank and with a broad ecosystem of internal and external partners.
It is an environment where many of the questions that interest me come together: building a distinctive brand, accelerating customer growth, navigating a rapidly changing media landscape and finding the right balance between long-term brand building and short-term commercial impact.
Exterioo Group (part of Beliving)
Before joining ING, I led e-commerce and digital marketing at Exterioo across Belgium and the Netherlands. The role brought together e-commerce, digital growth, customer acquisition, media and brand in a fast-moving retail environment. It reinforced something I still strongly believe today: customers don't think in organisational silos. They experience one brand.
Earlier experience
Earlier in my career, I worked across marketing, digital transformation and business development, both inside organisations and as an advisor.
That allowed me to work across different industries and alongside organisations including Deloitte, Proximus, Samsung, Standaard Uitgeverij and Lannoo.
Moving between industries has been valuable. Different sectors have different economics, customers and constraints, but many of the fundamental marketing questions remain remarkably similar.
Contact
I enjoy exchanging perspectives with people who are equally curious about brands, marketing, technology, leadership and where our profession is heading.
Connect with me on LinkedIn.