Mark Johnson
Head of Customer Insight @DFDS
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WORK HISTORY
Head of Customer Insight @DFDS
North Shields, GB
Responsible for leading the data, analytics and research strategy for the passenger business across marketing, customer lifecycle and budget planning.Key achievements:• Built and led the insight strategy, embedding data-driven decision making across marketing and customer functions• Managed the Insight marketing budget planning and allocation using insight-driven frameworks• Improved NPS/CSAT across routes by using customer feedback, brand tracking and lifecycle data to influence operational and marketing changes• Introduced centralised customer lifecycle view, improving campaign optimisation and marketing ROI• Led a cross-market team delivering analytics, research, brand tracking and market insight
EDUCATION
City of Sunderland University
Multimedia Computing
ABOUT MARK JOHNSON
With over 15 years of experience in data, analytics and insight, I specialise in turning customer and market intelligence into decisions that drive growth, efficiency and better customer experiences.I currently lead the Audience Insight function at DFDS, helping the passenger business make data-informed decisions across marketing, customer strategy and budget planning. My role spans data strategy, customer lifecycle insight, predictive modelling, research, CSAT/NPS programmes and leading cross-functional insight teams across markets.Throughout my career, I’ve built and led insight teams in the travel, retail, finance and automotive sectors — starting out as a Data Analyst and evolving into a Head of Insight responsible for strategy, innovation, stakeholder influence and measurable commercial impact.What I’m known for:• Creating actionable insight that influences senior decision-making• Predictive modelling and marketing performance evaluation• Building insight functions and developing high-performing teams• Integrating data, research and analytics into marketing and customer strategy• Improving CSAT/NPS through data-led changeI’m passionate about using data not just to report what happened — but to shape what happens next. Always happy to connect with others in data, marketing, insight or customer strategy.
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