Online dating platform eHarmony.co.uk has appointed LighterLife UK’s Rachael Lloyd as senior PR and comms manager.
eHarmony, which first launched in the US in 2000, entered the UK market in 2008 with a vision to “create more lasting love in the world”. It claims to use a “scientific compatibility matching system” to match members on 29 dimensions of compatibility, which it says is needed for a long-lasting relationship.
In her new role, Lloyd has been briefed to increase brand consideration and achieve commercial goals for the relationship site. She will also work closely with the brand’s PR teams in the US and Australia.
Before joining eHarmony, Lloyd headed up PR and comms for weight-management specialist LighterLife UK. While there, she worked on a rebrand that aimed to shift emphasis onto the creation of contemporary, compelling content across its print, digital and social channels.
A former national news and magazine journalist with more than 15 years of experience, including three years as a commissioning editor at the Daily Mail, Lloyd also worked with Andrew Lloyd Webber and the Really Useful Group on a number of arts and comms projects in a previous role at comms agency BLJ London.
At eHarmony, Lloyd will report to UK country manager Romain Bertrand.
Bertrand said: “With an impressive mix of journalistic and communications experience, we are thrilled to welcome Rachael to the team and feel confident in her ability to transfer a passion for storytelling into the creation of innovative content for the media and across all of our channels.”
Lloyd added: “I’m delighted to join eHarmony, which is obviously an established and exciting international brand. I’m going to be focusing on helping differentiate eHarmony from other sites, drawing on the high level of investment in science and psychology that supports its unique Compatibility Matching System. In an increasingly dense market, eHarmony offers so much more than a swipe and is committed to helping people find lasting relationships.”