Luffa Appoints Esra Ozturk as Head of Product to Lead Fan Loyalty Innovation

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 technology into next-generation fan loyalty infrastructure. Ozturk brings extensive experience building global consumer products across social, marketplace, and commerce platforms, having previously contributed to major features at Meta, Uber, Zillow, and Instacart. Her appointment represents a significant step in Luffa's strategy to create a universal loyalty infrastructure connecting creators, brands, and fans across both digital and real-world experiences.

Ozturk's career includes helping take Instagram Reels from early experiments to global launch at Meta, leading safety and quality initiatives at Uber that strengthened marketplace integrity, building conversion tools at Zillow for agents and loan officers, and leading machine learning work at Instacart to detect fraud and reduce unnecessary refunds. Her product career began in college contributing to Snapchat's story search feature, which became the foundation for Snap Maps. This background in turning user insight into scalable systems positions her to lead Luffa's expansion from its current secure messaging foundation into a connected loyalty ecosystem.

The decentralized messaging platform, designed with end-to-end encryption and creator-first privacy, is building toward what Ozturk describes as a portable identity and reward layer that travels wherever fans go. Starting with direct messaging at launch creates the trusted, high-frequency interactions that long-term loyalty is built upon. Luffa's upcoming loyalty features, currently in beta, will expand this foundation into a connected rewards ecosystem for creators and fans. Ozturk emphasized that the next generation of loyalty won't be owned by any single platform but will span creators, brands, live experiences, and digital communities through interoperable infrastructure.

Luffa recently demonstrated its platform's capabilities at CreatorHub Madrid in partnership with UMusic Hotel Madrid, an event that united over 50 global creators and local influencers reaching more than five billion monthly impressions. The activation featured Grammy Award-winning artist Joaquina, AI digital artist Tata, and influencers McKenzi Brooke and Adley Kinsman, marking one of the first public demonstrations of Luffa's decentralized messaging layer while previewing upcoming loyalty features. 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 to bridge digital engagement with real-world value.