The website, created by TV personality Sarah Beeny, aims to raise its profile with McLaughlan at the helm by making the most of its “unique positioning.” Dating profiles are written by friends of the user.
This will involve Mysinglefriend’s first TV advertising campaign which is scheduled to run at the beginning of next year in time for the peak sign-up season for online dating sites – which typically occurs in the run up to Valentine’s Day.
McLaughlan takes has worked at a host of media companies including the FT, Friends Reunited and ITV.
Mysinglefriend was founded in 2005 and claims to have over 200,000 registered users in the UK alone. Rival online dating site Lovestruck is also preparing its first TV ad push ahead of the New Year and the peak online dating season.