Santa Monica-based online matchmaking site eHarmony is planning a big advertising push, as the firm said it has revamped its management team under founder Dr. Neil Clark Warren. According to eHarmony, it is launching a brand new, marketing and television campaign which will feature Dr. Warren in what it says are "new, humorous situations." The move comes as eHarmony says it has been working to refresh and revamp its experience and drive users to return to the service.
The new efforts come seven months after the return of Warren to eHarmony; since then, the firm says that Warren has added a new COO, Armen Avedissian, a new CTO, Thod Nguyen, Vice President of Customer Experience, Grant Langston and Vice President of Matching, Steve Carter.
eHarmony explained that they are looking to "further differentiate" the company, and inspire more individuals to come to the site. eHarmony--like many online dating and relationship sites--has recently seen a shift in the market, due to the advent of smartphones, a new, mobile-first generation, and a passel of alternative ways to find a significant other. Many entrepreneurs cite the move towards mobile as opening up an opportunity over such older, web-centric sites as eHarmony.