GoShorty
Head of CRM & Loyalty
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About GoShorty
GoShorty is one of the UK’s leading short-term insurance providers - fast, flexible cover for when people need it. Our products span car, van, learner driver, taxi, courier, motorhome insurance and more, with policies starting from as little as one hour. That flexibility is core to who we are, and it creates a CRM landscape unlike almost anywhere else in insurance: a customer who buys this morning might need to buy again this afternoon.
We’re a data-rich, digitally native business with a direct relationship with our customers across a growing product range, each with its own distinct audience and buying behaviour, across both our website and our app. We have strong foundations: a sophisticated marketing platform, rich first-party data, and active channels across email, SMS and push. But we know there’s significantly more value to unlock, and this role exists to unlock it.
We believe in giving people freedom, staying curious, always standing on your side, being relentless and keeping things simple. We’re looking for someone who brings those same values to the way they work.
The Role
Reporting to the Director of Marketing, you’ll own CRM strategy and delivery end-to-end at GoShorty and take full accountability for the channel’s commercial performance.
In the near term, this is a hands-on role. You’ll be deep in the platform, building and optimising journeys, developing the segmentation framework, and producing the copy and briefs that make the programme run. Your early days will help you to understand our products, our customers, establish credibility, and build a CRM engine that can scale. As the programme matures, the balance will shift toward strategic leadership and cross-functional influence.
CRM at GoShorty doesn’t sit in a channel silo. You’ll work closely with our commercial, data and technology teams to shape how CRM connects to our platforms, our data infrastructure and our customer experience, and with our external agency partners to extend what the team can deliver.
The Team Around You
You won’t be operating alone. You’ll have access to a strong internal support structure and specialist agency partners:
- Data & Analytics Team - your closest collaborators on segmentation, data modelling and measurement. They support the data engineering work that underpins our CRM platform and can help build the customer data models and reporting frameworks you’ll need.
- Tech & Engineering Team - on hand to support platform integrations, journey implementation and anything that requires development resource. You’ll need to brief and collaborate with them effectively, working at the intersection of marketing and technology.
- Commercial Team - key partners not only on the loyalty programme, but in everything connected with the app and website’s commercial performance. You’ll work closely with them every day on setting commercial goals and on defining the levers that can be pulled to help achieve our CRM goals.
- Design Agency - handles creative production for CRM assets. You’ll brief them, give creative direction, and QA the output. They’re a capable team; your job is to set the brief well and hold the standard.
- Performance & Paid Media Agency - manages paid channels, with whom you’ll align on audience strategy - ensuring suppression, lookalike and retargeting audiences are fed effectively from CRM data.
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What You’ll Own
Lifecycle Strategy & Automation
Define and build a lifecycle programme across the full customer journey - onboarding, first use, cross-product engagement, repeat purchase and long-term retention. Our products run from one hour to 28 days; your thinking needs to match that pace. The ambition is to move from campaign-led and transactional to always-on and dynamic, with trigger-based, behavioural journeys that respond in real time.
Repurchase, Repeat Rate & Retention
Own repurchase and retention performance directly. Build the logic and messaging that keeps GoShorty front of mind at exactly the right moment - across a multi-product range where different customers buy with different patterns, and where the window to re-engage can open and close within hours.
Loyalty Programme
Own the strategy and evolution of GoShorty’s loyalty programme. Today it’s a straightforward points-for-discount mechanic within our app. You’ll develop it into something compelling - a reason for customers to choose GoShorty repeatedly and engage more deeply with what we offer. You’ll define the roadmap, build the CRM activity around it, and work closely with the commercial and tech teams to bring it to life.
Segmentation, Data & Multi-Channel Execution
Build a segmentation framework built on behavioural, transactional and predictive signals, and use it to deliver the right message, in the right channel, at the right time - across email, SMS and push. GoShorty’s CRM is moving to run on MessageGears, a warehouse-native platform that puts first-party data at the centre of everything. You’ll be comfortable working with data structures and engaging productively with the data team about what you need and why.
Performance, Reporting & Cross-Channel Alignment
Define the CRM metrics that matter, build clear and trusted reporting, and connect performance directly to commercial outcomes: repurchase rate, repeat frequency, loyalty engagement, LTV. Extend CRM thinking into paid media by aligning with our paid agency on audience strategy - suppression, lookalike and retargeting audiences that make owned and paid work together.
What Success Looks Like
- 90 days: You’ve audited the existing programme, identified the highest-impact opportunities, and presented a prioritised roadmap to the Director of Marketing. Live activity is running with no drop in quality or pace.
- 6 months: Repurchase frequency and engagement are measurably improving. A segmentation framework is in place. The loyalty programme evolution is underway. CRM is demonstrating clear commercial impact through consistent, trusted reporting.
- 12 months: GoShorty has a CRM and loyalty programme that we’re all proud of - automated, personalised, data-led, and built to scale.
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About You
Essential
- Significant hands-on CRM experience in a fast-paced, commercially driven environment - you’ve owned a programme end-to-end and taken accountability for results.
- Strong lifecycle marketing expertise: you design and build journeys that drive behaviour change, including in high-frequency or short-cycle contexts.
- Technically grounded: comfortable with data structures and concepts and engaging confidently with data engineers and platform teams.
- Hands-on experience with enterprise CRM/ESP platforms; experience with - or real curiosity about - warehouse-native tools like MessageGears.
- A confident, persuasive writer who can produce CRM copy to a high standard across different tones and audiences.
- A creative eye and the ability to brief agency partners clearly and effectively, giving real direction and holding a high standard.
- Multi-channel experience across email, SMS and push, with a coherent view of how each should be used.
- Experience working across both transactional websites and apps.
- Commercially minded: you understand what drives repeat purchase and retention, how to measure it, and how to communicate it to senior stakeholders.
Strong Advantage
- Experience managing CRM across multiple products or audience types.
- Background in insurance, financial services or another regulated sector.
- Experience owning or evolving a loyalty or rewards programme.
- Familiarity with SQL and data warehouse architecture in a marketing context.
- Experience working cross-functionally alongside commercial, tech and data teams to deliver CRM capability.
Life at GoShorty
GoShorty is a small company. There’s no sprawling org chart, no layers of sign-off, and no sense of being a cog in a machine. Everyone gets involved in everything - because the work is better for it, and because that’s just how we operate.
The team genuinely like each other, and that shows. We socialise regularly - from impromptu nights out to a summer party and business year kick off and an epic Christmas trip that’s become something of a tradition (Munich last year, Dublin the year before). These aren’t tick-box team events; they’re something people really look forward to.
The pace here is real, and people care deeply about what they’re building. That means the team tends to stay connected and engaged beyond the standard nine-to-five, not because they’re told to, but because they’re invested in making GoShorty a success. If you’re the kind of person who finds that energising rather than draining, you’ll fit right in.
Why GoShorty
In this role, you’ll get real ownership of CRM and loyalty at an ambitious business that’s serious about doing both well. You’ll have the platform, the data infrastructure, and the cross-functional support to build something you’re hugely proud of, along with the scope to shape how CRM influences the wider business.
If you want a brief with real commercial impact, a team that’s all in it together, and the freedom to make it your own - this is it.
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