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