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:

• Linked In’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.

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.

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…