General Manager - U.K.

About Fora

Fora is the modern travel agency, redefining what it means to be a travel advisor in today’s world. We’re a next-generation platform that provides a comprehensive, business-in-a-box solution—combining cutting-edge technology, personalized training, a vibrant community, and exclusive industry partnerships—all designed to empower anyone with a passion for travel to turn that passion into a thriving business. Whether you're a travel enthusiast or an experienced professional, Fora equips you with everything needed to launch and scale a successful travel advisory business, making it the ultimate way to align work with your lifestyle.

At the heart of Fora is our mission: to power the next generation of travel entrepreneurs to transform their love for travel into a fulfilling full-time or part-time career, offering unparalleled flexibility, autonomy, and support. We believe that everyone, from seasoned travel professionals to first-time entrepreneurs, can build a career that’s both profitable and aligned with their passions.

Our platform combines innovative technology with the human touch, offering:

• Best-in-class training programs to help agents develop expert knowledge, no matter their starting point.
• A powerful suite of tools for booking, client management, and marketing, ensuring agents can focus on delivering exceptional travel experiences.
• Access to an engaged community of fellow advisors, fostering collaboration, support, and shared learning.
• Exclusive partnerships with top travel brands, providing access to competitive rates, perks, and experiences that elevate advisors’ offerings.
  
  

Since our founding in 2021 by experienced travel entrepreneurs Henley Vazquez, Jake Peters, and Evan Frank, Fora has experienced rapid growth, expanding to a team of 130 full-time employees based in downtown New York City. Earlier this year, we announced our $60 million Series B and C investment rounds, led by Thrive Capital and Insight Partners, with participation by previous investors including Forerunner and Heartcore Capital. This funding represents a vote of confidence in the enduring power of entrepreneurship, and secures our ability to build a category-defining travel brand. We have a vision for the future that leverages the best of humans and the best of technology to create the first truly unified platform for all travel needs - from staycation to the safari.

We're proud of the recognition we've received, including:

• LinkedIn’s Top Startups List 2024
• Fast Company’s Most Innovative Companies 2025 and 2023
• Built In 2025 Best Places to Work
• And several "top agency" awards from our fantastic partners including Virtuoso, IHG, Four Seasons, and more
  
  

Fora is a mission-driven company that believes in the power of entrepreneurship, community, and passion. As we continue to grow, we are looking for more talented and like-minded individuals to join our team - people who are excited about transforming the travel space and helping us scale our vision globally.

About The Role

We’re seeking a Country General Manager to accelerate the growth of Fora in the U.K. This leader will be responsible for overseeing the growth of the market and ensuring scalable, best-in-class operations. They will unlock advisor potential by building the support, training, and right partnership ecosystem in the region.

Key Responsibilities

P&L and Performance Ownership:

• Own the P&L for the U.K., ensuring efficient spend versus revenue growth.
• Develop and execute the country strategy, aligned with Fora’s international priorities and KPIs.
• Oversee end-to-end revenue performance, forecasting, and KPI tracking.
  
  

Strategy, Operations, and Compliance:

• Define and operationalize strategic priorities for the U.K. market in collaboration with internal stakeholders.
• Lead localization efforts across advisor and client workflows.
• Build and optimize operational processes across advisor onboarding, support, payments, compliance, and other key areas essential to market operations.
• Ensure adherence to local tax, legal, and regulatory requirements.
  
  

Marketing & Growth:

• Lead the go-to-market strategy, including paid marketing, PR, partnerships, and events.
• Create locally relevant messaging, content, partnerships, and client-facing events to grow Fora’s presence in the market.
• Monitor and improve CAC per advisor, ensuring growth efficiency.
• Identify performance bottlenecks across the advisor funnel and implement scalable solutions to accelerate advisor growth.
  
  

Advisor Success & Community Building:

• Drive advisor success in the U.K., proactively identifying and closing gaps across training, onboarding, platform tools, partnerships, client-facing materials, and community engagement.
• Lead and host advisor events to strengthen Fora’s local community and brand presence.
• Build and manage relationships with local travel partners, tourism boards, and related organizations based on advisor business needs.
  
  

Leadership & Team Management

• Act as the leader of Fora in the U.K., representing the company across internal and external initiatives.
• Lead, coach, and develop a team, ensuring alignment with established goals and performance metrics.
• Foster a culture of efficiency, accountability, and advisor-first servant leadership.
  
  

Requirements

• Strong communication and leadership skills, including public speaking ability.
• Experience living or working in the U.K.
• 4–8 years of total professional experience, including:
• Operations leadership in a high-growth environment (such as a fast-scaling startup).
• Experience in management consulting, investment banking, or a similarly structured, analytical setting
• Or a combination of both.
• Excellent organizational and project management skills; proven ability to drive cross-functional initiatives.
• Advanced proficiency in Excel/Google Sheets; ability to build financial and operational models from scratch, ability to discern data.
• Bachelor’s degree in Business, Engineering, Economics, or related field.Ability to travel regularly.
• Ability to work in the U.S.
  

Strongly Preferred

• MBA or other advanced degree.
• Experience in startup or business operations is strongly preferred.
• Understanding of cross-country organizational structures.
  
  

Compensation

Compensation for this role varies based on experience, with an indicative range of $150K–$180K bonus equity. Final compensation will depend on the level at which the candidate is hired, as we’re considering multiple levels for this role.

Other benefits include:

• Unlimited vacation
• Health Insurance (including an option completely covered by Fora HQ)
• Dental & Vision Insurance
• Wellhub Memberships
• 401k plan with company match
• Commuter Benefits
• Supplemental Life Insurance
• Stock Options
  
  

This role is based in our beautiful New York City office (Tribeca/Fidi) with lots of natural light and great views.

Our Values

We’re forging our own path

Fora has always been about driving change within the industry. We’re not interested in maintaining the status quo.

We’re stronger together

Community is our cornerstone and collective power is our strength. We believe we can all go further when we operate together, using our combined leverage to unlock better opportunities and outcomes for our advisors, partners, and travelers.

We believe in technology

We believe technology is an answer to some of the most fundamental challenges the travel industry faces. We believe advancements in AI, bold investments in our platforms, and a world-class data infrastructure will transform the work of our advisors and our partners, while creating better travel experiences for travelers.

We’re here to serve

We operate in service of our community and believe that when they’re empowered to focus on what they do best, we all win. It’s why we relentlessly advocate for our advisors and prioritize their best interest every step of the way.

We mean business

Fora is equal parts fun, meaningful work and serious travel business. We’re unlocking opportunities for thousands of travel entrepreneurs, delivering a stream of high-quality guests at scale for our partners, and providing a superior travel experience for our travelers. It’s a better equation for the future of our industry.

WORK AUTHORIZATION

You must have authorization to work in the United States. Fora is unable to assist applicants with obtaining work authorization.

EQUAL OPPORTUNITY

Fora is committed to an equitable hiring process and an inclusive work environment. BIPOC and traditionally underrepresented candidates are strongly encouraged to apply. We will not discriminate and will take action to ensure against discrimination in employment, recruitment, advertisements for employment, compensation, termination, upgrading, promotions, and other conditions of employment against any employee or job applicant on the bases of race, color, gender, national origin, age, religion, creed, disability, veteran's status, sexual orientation, gender identity, gender expression or any other characteristic protected by law.