Job | Head of Digital Channel Strategy & UX/UI | Brussel

📍 Job Overview

Job Title: Head of Digital Channel Strategy & UX/UI

Company: Belfius

Location: Brussel, Belgium

Job Type: Full-time

Category: Digital Strategy & Operations, UX/UI Leadership

Date Posted: May 20, 2026

Experience Level: Senior (10+ years)

Remote Status: Hybrid

🚀 Role Summary

• Spearhead the vision and execution of Belfius' digital channel strategy, encompassing all customer segments and digital touchpoints to foster a cohesive and engaging customer journey.

• Drive the strategic positioning and successful launch of Belfius' new Personal Assistant, a key initiative in advancing conversational AI and digital-first customer interactions.

• Lead and inspire a multidisciplinary team of digital strategists, product owners, and UX/UI professionals, fostering a culture of collaboration, innovation, and high performance.

• Manage complex stakeholder relationships across various departments and seniority levels to ensure alignment and buy-in for strategic digital initiatives.

• Oversee the design and implementation of customer-centric digital experiences, ensuring seamless integration of new products and services within the bank's digital ecosystem.

📝 Enhancement Note: This role is positioned as a senior leadership position within Belfius, requiring a blend of strategic vision, operational execution, and team management for digital channels. The emphasis on the "Personal Assistant" indicates a significant focus on AI-driven customer engagement and conversational interfaces as a core component of the digital strategy.

📈 Primary Responsibilities

• Develop and implement cross-segment and cross-channel guidelines and strategies to ensure consistency and alignment across Belfius' digital ecosystem.

• Lead and inspire a team of digital strategists and product owners, fostering collaboration and driving excellence in digital product development and channel management.

• Manage stakeholder expectations and ensure alignment across multiple departments and senior leadership levels for strategic digital initiatives.

• Collaborate closely with UX/UI teams and build teams to design and deliver impactful customer journeys that result in innovative products and services.

• Ensure a consistent and compelling customer experience across all digital and non-digital contact points, reinforcing Belfius' brand promise.

• Oversee the successful launch and strategic integration of the new Belfius Personal Assistant, establishing it as a cornerstone of the digital strategy and a facilitator of conversational customer interactions.

• Continuously monitor market trends and emerging technologies to ensure Belfius' digital channel strategy remains agile and future-proof.

• Define key performance indicators (KPIs) for digital channels and the Personal Assistant, tracking performance, identifying areas for improvement, and reporting on business impact.

• Champion a data-driven approach to digital strategy, utilizing analytics to inform decision-making and optimize customer journeys.

• Foster a culture of continuous improvement and experimentation within the digital strategy and UX/UI teams.

📝 Enhancement Note: The responsibilities highlight a strong focus on strategic planning, cross-functional leadership, and the implementation of innovative digital solutions, particularly in the realm of AI and conversational interfaces. The role demands a leader capable of navigating complex organizational structures and driving digital transformation initiatives.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Business Administration, Marketing, Digital Media, Computer Science, or a related field is typically expected for such a senior leadership role.

Experience: Minimum of 10+ years of progressive experience in digital strategy, digital channel management, or product leadership, with a significant portion in a leadership or management capacity. Experience within the financial services sector is highly preferred.

Required Skills:

• Proven leadership experience in developing and executing comprehensive digital channel strategies.

• Extensive expertise in UX/UI principles, customer journey mapping, and designing intuitive digital experiences.

• Demonstrated success in stakeholder management, influencing diverse groups, and achieving consensus at senior levels.

• Strong team leadership, coaching, and talent development capabilities, with experience managing high-performing digital teams.

• Deep understanding of agile delivery methodologies and product ownership principles.

• Strategic thinking with a strong customer-centric mindset and a passion for digital innovation.

• Excellent communication, presentation, and interpersonal skills.

Preferred Skills:

• Experience with conversational AI, chatbots, or virtual assistants, particularly in a customer-facing capacity.

• Knowledge of CRM systems and their role in integrated digital strategies.

• Familiarity with digital analytics platforms and their application in optimizing customer journeys.

• Understanding of regulatory requirements within the financial services industry.

• Experience in driving digital transformation initiatives within large organizations.

📝 Enhancement Note: The emphasis on leadership, digital strategy, UX/UI, and stakeholder management, coupled with the specific mention of the Personal Assistant and AI, points towards a role that requires a forward-thinking leader with a strong technical and strategic foundation in digital customer engagement. Fluency in multiple languages is a critical requirement for this role in Belgium.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a portfolio demonstrating successful development and implementation of digital channel strategies, including measurable business outcomes.

• Provide case studies detailing the design and launch of innovative digital products or features, highlighting the user-centric design process and impact on customer engagement.

• Present examples of successful stakeholder management initiatives, illustrating how complex alignment was achieved and strategic goals were met.

• Include documentation or descriptions of how you have led and developed digital teams, demonstrating your coaching and talent management approach.

Process Documentation:

• Evidence of designing and documenting complex digital workflows and customer journeys, with a focus on optimization and efficiency.

• Examples of processes implemented for managing digital product roadmaps and prioritizing features based on customer needs and business objectives.

• Documentation of how you have integrated UX/UI research and testing into the product development lifecycle.

• Demonstrations of how you have established metrics and reporting frameworks to track the performance of digital channels and initiatives, including the impact of new features like a Personal Assistant.

📝 Enhancement Note: For this leadership role, a portfolio should not just showcase past projects but also demonstrate strategic thinking, leadership capabilities, and a deep understanding of digital product development lifecycles, with a particular emphasis on customer experience and driving tangible business results through digital initiatives.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for "Head of Digital Channel Strategy & UX/UI" roles in Brussels, Belgium, with 10+ years of experience and leadership responsibilities in the financial sector, the estimated annual gross salary range would be between €90,000 and €130,000. This estimate accounts for the senior leadership level, the strategic importance of the role, and the cost of living in Brussels.

Benefits:

• Attractive Salary: Competitive base salary commensurate with experience and leadership.

• Personalized Budget: An innovative offering allowing employees to create a personal budget for preferences such as a company car, bicycle, PC, smartphone, tablet, or housing assistance (under specific conditions).

• Extralegal Benefits: Comprehensive package including meal vouchers, employee discounts on Belfius products and services, hospitalization insurance, and group insurance.

• Professional Development: Extensive opportunities for growth through a wide array of training programs and career advancement within the Belfius group.

• Work-Life Balance: Flexible working hours, hybrid work arrangements (combination of office and remote work), and a generous number of annual vacation days.

• Modern Workplace Amenities: Access to an on-site fitness center, a healthy on-site restaurant, and comfortable social spaces, located conveniently near shops, the Brussels-North train station, and the Rogier metro stop.

Working Hours: The role is a full-time position, typically involving 40 hours per week, with flexibility offered through agile working hours and hybrid work options.

📝 Enhancement Note: The salary estimate is based on publicly available data for similar senior digital leadership roles in Belgium and considers the specific responsibilities and industry. The benefits package is detailed based on the provided information, emphasizing the personalized budget and work-life balance aspects.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services (Banking and Insurance). Belfius operates as a major Belgian banking group, offering a wide range of financial products and services. This context implies a highly regulated environment, a focus on customer trust, and a need for robust digital security alongside innovative customer experiences.

Company Size: Belfius is a large financial institution, indicating a complex organizational structure, numerous departments, and a significant employee base. For operations professionals, this means opportunities for wide-ranging impact, but also the necessity of navigating established processes and collaborating across many teams.

Founded: Belfius has a long history rooted in Belgian public banking. Understanding its evolution from state-owned entities to a modern financial group provides context for its strategic direction and commitment to innovation while maintaining a strong social responsibility ethos.

Team Structure:

• The Digital Channel Strategy & UX/UI team likely operates as a central hub, collaborating closely with product development, marketing, IT, customer service, and business units across different customer segments (e.g., retail, business, wealth management).

• The reporting structure will likely place this Head of role under a Chief Digital Officer, Chief Experience Officer, or a senior executive responsible for overall digital transformation.

Methodology:

• Data Analysis & Insights: A strong emphasis on leveraging customer data, analytics, and market research to inform digital strategy and product development.

• Workflow Planning & Optimization: Developing and refining end-to-end digital customer journeys to enhance efficiency, user satisfaction, and conversion rates.

• Automation & Efficiency: Implementing digital tools and processes, including AI-driven solutions like the Personal Assistant, to streamline operations and improve customer service delivery.

Company Website: https://www.belfius.be/

📝 Enhancement Note: The company context suggests a dynamic environment within a large, established financial institution. The strategic importance of digital channels and innovation, particularly with the Personal Assistant initiative, indicates a forward-thinking approach to customer engagement within the banking sector.

📈 Career & Growth Analysis

Operations Career Level: This role represents a senior leadership position, often referred to as "Director" or "VP" level within a large organization like Belfius. It's a strategic role focused on defining and executing the overarching digital channel strategy and user experience, with significant responsibility for team leadership and cross-functional alignment. The scope extends beyond tactical execution to shaping the future of Belfius' digital customer engagement.

Reporting Structure: The Head of Digital Channel Strategy & UX/UI will likely report to a Chief Digital Officer (CDO), Chief Experience Officer (CXO), or another senior executive responsible for digital transformation and customer experience. This position will also have direct reports, including digital strategists, product owners, and potentially UX/UI leads.

Operations Impact: The impact of this role is significant, directly influencing customer acquisition, retention, satisfaction, and ultimately, revenue generation through digital channels. The success of the Personal Assistant initiative, in particular, could redefine customer interaction models and drive substantial operational efficiencies and customer loyalty. This role is critical in shaping Belfius' digital-first approach and competitive positioning.

Growth Opportunities:

• Strategic Leadership Expansion: Potential to move into broader digital transformation roles, overseeing more extensive digital portfolios or a wider range of customer-facing technologies.

• Cross-Functional Leadership: Opportunities to lead other related functions, such as digital marketing, customer insights, or innovation labs, leveraging a deep understanding of customer behavior and digital touchpoints.

• Executive Advancement: Progression to C-suite positions within Belfius or other large organizations, particularly in roles focused on digital strategy, customer experience, or innovation.

• Specialization in AI/Conversational Design: Deepening expertise in AI and conversational interfaces, becoming a recognized thought leader in this emerging field within the financial industry.

📝 Enhancement Note: This role is a critical stepping stone for ambitious leaders in the digital and operations space. The focus on strategic impact, team leadership, and emerging technologies like AI offers a clear path for both vertical and horizontal career progression within a major financial institution.

🌐 Work Environment

Office Type: The description mentions a "modern workplace" located in the heart of Brussels. This suggests a contemporary office environment designed for collaboration and employee well-being.

Office Location(s): The office is conveniently located in Brussels, within walking distance of shopping streets, the Brussels-North train station, and the Rogier metro stop. This prime location offers excellent accessibility for employees and visitors.

Workspace Context:

• Collaborative Environment: The presence of a fitness center, a healthy restaurant, and social meeting spaces indicates a workplace that encourages interaction, team building, and a positive employee experience.

• Operations Tools & Technology: As a Head of Digital Strategy & UX/UI, the individual will have access to state-of-the-art digital tools, analytics platforms, collaboration software, and potentially dedicated resources for UX/UI design and prototyping.

• Team Interaction: The hybrid work model allows for focused individual work at home, complemented by in-office days dedicated to team meetings, workshops, strategic planning sessions, and cross-functional collaboration.

Work Schedule: The role allows for flexible working hours and a hybrid work arrangement, combining office-based collaboration with remote work. This flexibility is designed to support a healthy work-life balance while ensuring operational needs and team connectivity are met.

📝 Enhancement Note: The physical workspace and flexible work arrangements are designed to foster innovation, collaboration, and employee well-being, crucial elements for a leadership role in a dynamic digital strategy function. The accessibility of the office is also a significant advantage.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A conversation with HR or a recruiter to assess basic qualifications, experience, and cultural fit.

• Hiring Manager Interview: In-depth discussion with the direct manager (e.g., CDO) to explore strategic thinking, leadership approach, and alignment with the role's objectives, particularly regarding digital channel strategy and the Personal Assistant.

• Team/Stakeholder Interviews: Meetings with key team members, product owners, UX/UI leads, and potentially cross-functional stakeholders to evaluate collaboration style, communication skills, and ability to influence.

• Case Study Presentation: Candidates will likely be asked to prepare and present a strategic case study or a plan for a specific initiative (e.g., launching a new digital feature, optimizing a customer journey, or outlining the strategy for the Personal Assistant). This will assess problem-solving skills, strategic acumen, and presentation capabilities.

• Final Interview: A meeting with a senior executive to discuss overall fit, long-term vision, and strategic contributions to Belfius.

Portfolio Review Tips:

• Strategic Focus: Highlight projects that demonstrate your ability to define and execute digital channel strategies, not just individual UX/UI designs.

• Impact & Metrics: Quantify the impact of your work with clear metrics (e.g., increased conversion rates, improved customer satisfaction scores, reduced operational costs, adoption rates of new features).

• Personal Assistant Case: If possible, prepare a hypothetical strategy or outline for the Personal Assistant initiative, showcasing your understanding of conversational AI, customer engagement, and cross-channel integration.

• Leadership Examples: Include examples of how you have led teams, mentored talent, and managed stakeholders effectively, using STAR (Situation, Task, Action, Result) method.

• Conciseness & Clarity: Present your portfolio in a structured, easy-to-understand format, focusing on the most relevant and impactful projects.

Challenge Preparation:

• Digital Strategy Framework: Be prepared to discuss your framework for developing and evolving digital channel strategies, including market analysis, competitive benchmarking, and customer segmentation.

• UX/UI Principles in Practice: Articulate how you translate UX/UI best practices into actionable plans and ensure they are integrated into agile development cycles.

• AI & Conversational Design: Research current trends in AI, conversational interfaces, and their application in the financial sector. Be ready to discuss potential use cases and challenges for Belfius' Personal Assistant.

• Stakeholder Management Scenarios: Prepare to discuss how you would handle common stakeholder challenges, such as conflicting priorities, resistance to change, or managing expectations.

📝 Enhancement Note: The interview process is designed to thoroughly assess strategic leadership, operational execution capabilities, and interpersonal skills. A well-prepared portfolio and thoughtful approach to case study challenges will be crucial for success.

🛠 Tools & Technology Stack

Primary Tools:

• Digital Strategy & Planning: Tools for market analysis, competitive intelligence, strategic roadmap development (e.g., Aha!, Productboard).

• Project Management: Agile project management tools like Jira, Confluence for documentation and workflow tracking.

• UX/UI Design & Prototyping: Figma, Sketch, Adobe XD for design, wireframing, and prototyping.

• Customer Journey Mapping: Tools like Miro, Lucidchart, or specialized journey mapping software.

Analytics & Reporting:

• Web Analytics: Google Analytics, Adobe Analytics for tracking website and app performance.

• Business Intelligence (BI): Tableau, Power BI, or Qlik for data visualization and dashboard creation.

• Customer Data Platforms (CDP): Potentially used for unifying customer data to provide a holistic view.

CRM & Automation:

• CRM Systems: Salesforce, Microsoft Dynamics 365, or a proprietary banking CRM for customer data management.

• Marketing Automation: HubSpot, Marketo, or similar platforms for customer engagement campaigns.

• AI/Conversational Platforms: Tools and platforms related to developing and deploying the Personal Assistant (e.g., IBM Watson, Google Dialogflow, Microsoft Bot Framework, custom AI solutions).

• Integration Tools: Middleware or API management tools to ensure seamless data flow between systems.

📝 Enhancement Note: Proficiency with a broad range of digital strategy, UX/UI, analytics, and project management tools is expected. Specific expertise in AI and conversational platforms will be a significant advantage given the role's focus on the Personal Assistant.

👥 Team Culture & Values

Operations Values:

• Customer Centricity: A deep commitment to understanding and serving customer needs, driving all digital strategy and UX/UI decisions with the customer at the forefront.

• Innovation & Agility: Encouraging a proactive approach to exploring new technologies and methodologies, with a willingness to adapt and iterate quickly to meet evolving market demands.

• Collaboration & Transparency: Fostering an environment where open communication, knowledge sharing, and teamwork are valued, ensuring all stakeholders are informed and involved.

• Data-Driven Decision Making: Emphasizing the use of data and analytics to inform strategy, measure performance, and optimize digital experiences.

• Accountability & Excellence: Taking ownership of outcomes, striving for high quality in all deliverables, and continuously seeking to improve processes and results.

Collaboration Style:

• Cross-Functional Integration: A highly collaborative style that bridges the gap between strategic vision, technical execution, and business objectives, working closely with IT, marketing, product, and customer service teams.

• Process Improvement Culture: Encouraging a culture of continuous feedback and iterative improvement, where processes are regularly reviewed and refined for greater efficiency and effectiveness.

• Knowledge Sharing: Promoting the sharing of best practices, insights, and learnings across teams and departments to foster collective growth and innovation.

📝 Enhancement Note: The culture at Belfius likely emphasizes a blend of tradition and innovation, typical of large financial institutions. The emphasis on customer-centricity, data, and collaboration is critical for success in this role.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating a Large Organization: Managing complex stakeholder landscapes and established processes within a large financial institution requires strong influencing skills and strategic patience.

• Integrating AI Effectively: Ensuring the successful launch and adoption of the Personal Assistant, and integrating it seamlessly into existing customer journeys and operational workflows, presents a significant technical and user adoption challenge.

• Balancing Innovation with Regulation: Driving digital innovation while adhering to strict financial regulations and security standards requires careful planning and risk management.

• Keeping Pace with Digital Evolution: The rapid pace of change in digital technology and customer expectations demands continuous learning and adaptation of the digital strategy.

Learning & Development Opportunities:

• Leadership Development Programs: Access to Belfius' internal leadership training and development programs to enhance management and strategic planning skills.

• Industry Conferences & Certifications: Opportunities to attend leading digital strategy, UX/UI, and AI conferences, and pursue relevant certifications to stay at the forefront of industry trends.

• Mentorship & Networking: Potential for mentorship from senior executives within Belfius and opportunities to build a strong professional network within the financial technology sector.

• Exposure to Emerging Technologies: Hands-on involvement with cutting-edge technologies, particularly AI and conversational interfaces, offering deep learning and specialization opportunities.

📝 Enhancement Note: The challenges inherent in this role are significant but are matched by robust opportunities for professional growth and development, positioning the individual for future leadership roles.

💡 Interview Preparation

Strategy Questions:

• "Describe your framework for developing a comprehensive digital channel strategy for a financial institution. How would you prioritize channels and initiatives?" (Preparation: Map out a strategic planning process, including market analysis, customer segmentation, channel assessment, KPI definition, and roadmap development.)

• "How would you approach the strategic positioning and launch of Belfius' new Personal Assistant? What are the key success factors and potential challenges?" (Preparation: Research conversational AI trends in banking, identify key user needs, outline launch phases, propose engagement strategies, and anticipate technical/adoption hurdles.)

Company & Culture Questions:

• "What do you know about Belfius' digital strategy and its position in the Belgian market? How do you see this role contributing to its success?" (Preparation: Research Belfius' website, recent news, financial reports, and competitor analysis. Connect your skills to their stated digital goals.)

• "Describe your leadership style and how you foster a high-performing team culture in a hybrid work environment." (Preparation: Reflect on your leadership philosophy, specific examples of team building, talent development, and managing remote/in-office dynamics.)

Portfolio Presentation Strategy:

• Narrative Flow: Structure your presentation to tell a compelling story about each project, focusing on the problem, your solution, the process you followed, and the measurable results.

• Quantify Impact: Use clear, concise data points and metrics to demonstrate the tangible impact of your work. For example, "Increased conversion rate by X%," "Improved customer satisfaction scores by Y points," or "Reduced customer service inquiries by Z%."

• Highlight Leadership & Collaboration: For team-based projects, clearly articulate your role, leadership contributions, and how you collaborated with others to achieve success.

• Address the Personal Assistant: Be prepared to discuss your insights and potential strategies for the Personal Assistant initiative, even if hypothetically. Showcase your forward-thinking approach to AI in customer engagement.

• Tailor to Belfius: Emphasize projects and experiences that are most relevant to the financial services industry and the specific challenges and opportunities at Belfius.

📝 Enhancement Note: Thorough preparation is key for this senior role. Understanding Belfius' business, the competitive landscape, and preparing compelling answers with specific examples will significantly enhance your candidacy.

📌 Application Steps

To apply for this operations leadership position:

• Submit your application through the provided link on the Belfius careers portal.

• Portfolio Customization: Curate your portfolio to prominently feature your most relevant experience in digital channel strategy, UX/UI leadership, stakeholder management, and team leadership. Prioritize case studies that demonstrate measurable impact and innovation, especially those related to digital transformation or customer experience enhancement.

• Resume Optimization: Tailor your resume to highlight keywords and responsibilities mentioned in the job description, such as "Digital Channel Strategy," "UX/UI," "Personal Assistant," "AI," "Stakeholder Management," and "Team Leadership." Quantify your achievements with specific metrics.

• Interview Preparation: Practice articulating your strategic approach to digital challenges, your leadership philosophy, and your vision for Belfius' digital future. Prepare specific examples using the STAR method for behavioral questions. Be ready to present your portfolio and discuss the Personal Assistant initiative.

• Company Research: Deeply research Belfius' current digital initiatives, its market position, its competitors, and its corporate values. Understand their strategic priorities and how this role fits into their broader digital transformation journey.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

---