Curated News
By: NewsRamp Editorial Staff
October 13, 2025
Luffa Appoints Esra Ozturk to Lead Fan Loyalty Revolution
TLDR
- Luffa's appointment of Esra Ozturk positions the company to lead in decentralized fan loyalty, creating new engagement advantages for creators and brands.
- Luffa builds loyalty through encrypted messaging as a foundation, expanding to a rewards ecosystem that connects creators, brands, and fans across platforms.
- Luffa's decentralized approach creates fairer value distribution for creators and builds trusted communities where fan engagement translates into real-world benefits.
- Esra Ozturk, who helped launch Instagram Reels and built safety at Uber, now leads Luffa's evolution from secure messaging to fan loyalty technology.
Impact - Why it Matters
This development matters because it represents a significant shift in how digital loyalty and creator-fan relationships are structured. Traditional loyalty programs are often siloed within individual platforms, limiting both creators' ability to monetize their audience and fans' ability to maintain relationships across different digital spaces. Luffa's decentralized approach with portable identity and rewards could fundamentally change this dynamic, giving creators more control over their fan relationships while providing fans with consistent benefits regardless of platform. As the creator economy continues to expand, this infrastructure could help solve the fragmentation problem that currently plagues digital loyalty, potentially creating more sustainable income streams for creators and more meaningful engagement opportunities for fans. The appointment of an experienced product leader like Ozturk signals serious intent to build scalable systems that could reshape how value flows between creators, brands, and their communities.
Summary
Luffa, a decentralized messaging platform designed specifically for the fan economy, has announced the strategic appointment of Esra Ozturk as its new Head of Product. This key leadership move comes as the company evolves from its foundation of secure, end-to-end encrypted messaging toward building a comprehensive loyalty infrastructure that connects creators, brands, and fans across both digital and real-world experiences. Ozturk brings an impressive track record from major technology companies including Meta, where she helped scale Instagram Reels from early experiments to global launch, and Uber, where she led safety and quality initiatives that strengthened marketplace integrity. Her diverse experience across social platforms, marketplaces, and commerce systems positions her perfectly to lead Luffa's transition from secure fan communication to a connected loyalty ecosystem.
The company's vision, as articulated by Ozturk, focuses on creating portable identity and reward layers that travel with fans across platforms, addressing the current fragmentation in loyalty systems that span creators, brands, live experiences, and digital communities. Luffa recently demonstrated its platform's capabilities at CreatorHub Madrid in September 2025, partnering with UMusic Hotel Madrid to showcase its decentralized messaging layer with prominent creators including Grammy Award-winning artist Joaquina, AI digital artist Tata, and influencers McKenzi Brooke and Adley Kinsman. This event, which reached audiences generating over five billion monthly impressions, served as one of the first public demonstrations of Luffa's technology while previewing upcoming loyalty features currently in beta testing.
Under Ozturk's leadership, Luffa's product roadmap includes scaling its secure messaging infrastructure, introducing its loyalty and rewards layer, and expanding partnerships across entertainment, hospitality, and live events. Founding advisor Yu Xiong emphasized that Ozturk's experience with multi-stakeholder platforms and building products at global scale makes her ideal for guiding Luffa's evolution into connective infrastructure linking creators, brands, and fans. The platform's approach starts with direct messaging to build trusted, high-frequency interactions that form the foundation for long-term loyalty, then expands into a connected rewards ecosystem that turns engagement into tangible value for all participants in the creator economy.
Source Statement
This curated news summary relied on content disributed by NewMediaWire. Read the original source here, Luffa Appoints Esra Ozturk to Lead Fan Loyalty Revolution
