Luffa Appoints Former Meta and Uber Executive to Lead Fan Loyalty Platform Expansion

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 evolution from secure messaging into a comprehensive loyalty infrastructure. Ozturk brings extensive experience from major technology companies including Meta, Uber, Zillow, and Instacart, where she built global consumer products across social, marketplace, and commerce platforms.

At Meta, Ozturk helped take Instagram Reels from early experiments to global launch, demonstrating her ability to scale social products to massive audiences. Her work at Uber focused on safety and quality initiatives that strengthened marketplace integrity, improving driver earnings while reducing cancellations and building trust across the platform. She later developed tools at Zillow that helped agents and loan officers convert more buyers into funded loans, and led machine learning work at Instacart to detect fraud and reduce unnecessary refunds.

Ozturk's product career began during college when she contributed to Snapchat's story search feature, which became the foundation for what eventually evolved into Snap Maps. Her career has been defined by transforming user insights into scalable systems with clear impact - exactly the type of product leadership Luffa requires as it expands from secure fan communication to a connected loyalty ecosystem.

The appointment comes as Luffa prepares to launch its upcoming loyalty features, currently in beta testing, which will expand the platform's secure messaging foundation into a connected rewards ecosystem for creators and fans. The company recently showcased its platform at CreatorHub Madrid in September 2025, an event that united over 50 global creators and local influencers reaching more than five billion monthly impressions.

In partnership with UMusic Hotel Madrid, the activation brought together industry leaders, fans, and artists including Grammy Award-winning artist Joaquina, AI digital artist Tata, and influencers McKenzi Brooke and Adley Kinsman for a three-day exploration of how technology and culture intersect. The event marked one of the first public demonstrations of Luffa's decentralized messaging layer, giving creators a secure channel to connect and collaborate while previewing the company's upcoming loyalty features.

Ozturk emphasized that the next generation of loyalty won't be owned by any single platform, noting that today's loyalty spans creators, brands, live experiences, and digital communities but remains fragmented. At Luffa, the company is starting with secure, decentralized messaging as the backbone and building toward a portable identity and reward layer that travels wherever fans go. The platform aims to lay the infrastructure that turns engagement into value for creators, brands, and their communities alike.

Yu Xiong, founding advisor of Luffa, stated that Ozturk's track record of building products people love at global scale, combined with her experience navigating the complexity of multi-stakeholder platforms, aligns perfectly with Luffa's next growth stage. As the company expands from encrypted messaging into loyalty and rewards, her leadership will help evolve Luffa into the connective infrastructure linking creators, brands, and fans across both digital and physical experiences.

Under Ozturk's leadership, Luffa's roadmap includes scaling its secure messaging infrastructure, introducing its loyalty and rewards layer, and expanding partnerships across entertainment, hospitality, and live events. The platform's design with end-to-end encryption and creator-first privacy establishes the trusted, high-frequency interactions that long-term loyalty relationships are built upon, positioning Luffa to become a universal loyalty infrastructure for the evolving fan economy.