Audience Insights Lead

DFDS Newcastle, Northern Ireland, United Kingdom

Do you want to be a valued part of the critical infrastructure that serves communities across Europe and beyond? Are you looking for a position in which you can set direction and help shape our company and drive the business forward? If so, then you could be the newest addition to our team as Audience Insight Lead.

Be part of the movement – and play your part

As Audience Insights Lead, you will work alongside the Head of Audience Insight & Strategy, helping elevate customer centricity across the organisation. You’ll build trusted relationships, uncover insight needs, and guide a team of Specialists to deliver high‑quality reporting and research that empowers data‑driven decisions.

• Own and shape our insights strategy and roadmap – Prioritise the right business questions, define success, and plan resources and budgets that bring our vision to life.
• Lead our passenger audience segmentation strategy – Build and refine segmentation frameworks, activation tactics, and shared definitions that power smarter decisions across the business.
• Champion the passenger journey – Align customer journeys with teams across Customer Service, Technology & Innovation, and Marketing to create seamless, insight‑driven experiences.
• Ensure insights flow across all markets and routes – Deliver consistent, relevant, and actionable insights that meet the needs of every region and business unit.
• Design and execute mixed‑methods research – From surveys and interviews to diary studies, segmentation, conjoint analysis, and experiments—you’ll turn findings into clear narratives, dashboards, and recommendations with confidence levels and expected impact.
• Drive cross‑functional adoption of insights – Partner closely with Revenue, Marketing, Sales, and Route teams to embed insights into everyday decision‑making.
• Safeguard data governance and ethics – Uphold high standards in sampling, privacy, compliance, taxonomy, and documentation.
• Deliver timely, insight‑led reporting – Be the organisation’s go‑to expert—translating complex data into meaningful stories for stakeholders at every level.
• Spot trends and uncover root causes – Use your analytical mindset and curiosity to identify patterns and explain what’s driving them.

• High‑quality insights delivered consistently across our entire route network.
• Measurable business impact—from revenue uplift to churn reduction and new market opportunities.
• Strong stakeholder adoption, reflected in satisfaction, NPS, and the shift from briefing to actionable insights.

We’re looking for a strong functional insights leader - someone who thrives on turning data into direction and curiosity into clarity. You’ll be the driving force behind our audience understanding, shaping how we listen, learn, and act on what our customers need. If you’re energised by research, passionate about customer behaviour, and skilled at transforming numbers into compelling stories that influence decisions, this is your stage.

You’re collaborative, curious, and energised by solving problems. You bring a solution‑focused mindset, a passion for developing others, and a commitment to raising the bar for insight excellence.

• A logical, structured approach and a strong strategic vision.
• 4+ years of experience in market research and audience insights.
• Experience running and monitoring customer satisfaction programmes.
• Proven project management capability.
• Excellent organisational skills and the ability to prioritise for yourself and others.
• The ability to translate complex data into clear, digestible insights.
• Experience with data & analytics, including reading and interpreting reports.
• Familiarity with visualisation and reporting tools (e.g., Power BI).
• Comfort working hands‑on with data, analysis, and reporting.
• Adaptability to new marketing techniques and emerging trends.
• Strong communication and collaboration skills.

The position can be located in either Copenhagen, Denmark or in Newcastle, UK.

Join the movement and grow with us. Be a valued member of a diverse team at DFDS and help drive change together. While you’re with us, we want you to develop. At DFDS, we believe that development happens first and foremost through activities in the workplace. We will also offer training courses that can support you in your role, if needed.

We operate a transport network in and around Europe with an annual revenue of DKK 30bn and 17,000 full‑time employees. We move goods in trailers by ferry, road & rail, and we offer complementary and related transport and logistics solutions. We also move car and foot passengers on short sea and overnight ferry routes. DFDS was founded in 1866 and headquartered and listed in Copenhagen.