Luffa Appoints Former Meta and Uber Executive to Lead Expansion into Fan Loyalty Technology
Luffa's appointment of Esra Ozturk as Head of Product signals the company's strategic evolution from secure messaging to building a universal loyalty infrastructure that could transform how creators, brands, and fans interact across digital and physical experiences.
Luffa, a decentralized messaging platform built for the fan economy, has appointed Esra Ozturk as its new Head of Product to lead the company's expansion from secure messaging into next-generation fan loyalty technology. Ozturk brings extensive experience from major technology companies including Meta, Uber, Zillow, and Instacart, where she built consumer products that scaled to global audiences.
At Meta, Ozturk helped take Instagram Reels from early experiments to global launch, demonstrating her ability to develop products that achieve widespread adoption. Her tenure at Uber involved leading safety and quality initiatives that strengthened marketplace integrity, improving driver earnings while reducing cancellations and building trust across the platform. This background in managing complex, multi-stakeholder platforms positions her to navigate Luffa's transition from secure messaging to a comprehensive loyalty ecosystem.
Ozturk's vision for Luffa centers on creating portable identity and reward layers that travel with fans across different platforms and experiences. The next generation of loyalty won't be owned by any single platform but will span creators, brands, live experiences, and digital communities, she explained. Luffa is building toward infrastructure that turns engagement into value for creators, brands, and their communities alike, starting with secure, decentralized messaging as the foundational layer.
Luffa recently demonstrated its platform capabilities at CreatorHub Madrid in partnership with UMusic Hotel Madrid, bringing together industry leaders, fans, and artists including Grammy Award-winning artist Joaquina, AI digital artist Tata, and influencers McKenzi Brooke and Adley Kinsman. The event showcased Luffa's decentralized messaging layer while previewing upcoming loyalty features currently in beta testing.
Yu Xiong, founding advisor of Luffa, emphasized that Ozturk's track record of building products people love at global scale aligns perfectly with the company's growth stage. As Luffa expands from encrypted messaging into loyalty and rewards, her leadership will help evolve the platform into connective infrastructure linking creators, brands, and fans. The company's roadmap under Ozturk's direction includes scaling secure messaging infrastructure, introducing loyalty and rewards layers, and expanding partnerships across entertainment, hospitality, and live events.
Luffa's approach to fan loyalty represents a significant shift in how creator-fan relationships are structured and monetized. By starting with direct messaging at launch, the platform creates trusted, high-frequency interactions that form the foundation for long-term loyalty. The upcoming loyalty features will expand this foundation into a connected rewards ecosystem, potentially creating new economic opportunities for creators while providing fans with more meaningful engagement across both digital and real-world experiences.