profile

WIA Profile: Ruth Blair

How did you get into the business?

Inadvertently! I was living in Canada at the time and I hooked up with a small marketing company selling various herbal supplements online. One of the supplements was a penis enlargement pill. Evaluating the best market for such pills inevitably pulled us toward the adult market, and ultimately the online adult industry.

The kind of work I do is able to be done remotely, which in turn allows me to work from wherever I want in the world.

What in your background prepared you for what you are doing now?

Working for Paxum has been a dream come true so far. I adore the people I work with, and I love bringing in new business. Helping new and existing clients to use our services to their best advantage is incredibly satisfying. My background is varied; I was born and raised in England where I worked with animals for a time before landing a position working in the Inheritance Tax division of the Inland Revenue (U.K.’s tax service). During that time I also worked online part-time for NBC’s Talkcity as a chat forum moderator. After moving to Canada I also did a lot of volunteering for the Heart and Stroke Foundation and Habitat for Humanity, assisting with a multitude of office tasks and various fundraising events. Throughout my career I’ve learned how to develop lasting business relationships with both clients and colleagues. Quite frankly I believe that ability, along with consistently delivering the best service possible, are the key assets I bring to my role at Paxum.

What do you see as the challenges of working in the adult online business? How do you overcome them?

I find the same challenges in the adult online industry as one would find in any business; attracting and keeping customers, maintaining good quality service, growing your market reach, branding, and constantly improving your service/product, etc. Besides those obvious challenges, I’d say one of the biggest challenges I have personally faced was being a parent and working in the online adult industry. I don’t mind people knowing what I do for a living, and my daughter has always been aware, but with a child in school where judgments from other parents, teachers, and children can seriously affect normal development, I found I had to be cautious about exposing my line of work. My daughter is now almost 22 though, so thankfully it’s no longer a personal challenge.

Does your work life affect your personal life?

Very much so, but in a good way. The kind of work I do is able to be done remotely, which in turn allows me to work from wherever I want in the world. As long as there is a solid Internet connection where I happen to be, then I can get online and I can work! I’m typing this to you from Mexico, where I currently live on the Riviera Maya. I suppose I have a bit of wanderlust inside me since I do enjoy living in different lands. Thankfully my work gives me that freedom.

Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.

Related:  

Copyright © 2026 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

Julie Stewart on Leading Sportsheets While Honoring Its Family Roots

When Sportsheets founder Tom Stewart retired at the start of 2020, he left the company in the capable hands of his sister, Julie Stewart. Since taking over as CEO, she has guided Sportsheets through an era of transformation, resilience and renewed purpose.

Ariana Rodriguez ·
profile

Tracy Eagle Soars as Co-Boss of Betty's Toy Box

They say sisterhood is powerful. For proof, you need look no further than Tracy and Carolyn Eagle, two sisters who have built not just one but three online retail brands together.

Women In Adult ·
profile

Essence Protection Brings Specialized Coverage to Adult Retail

For adult businesses, swimming against the mainstream current makes it hard to find an insurance company that can keep up. One company is aiming to change that.

Colleen Godin ·
opinion

How Retailers Can Get the Most Out of Trade Shows

Trade shows offer something that catalogs and online browsing can’t match. Seeing, touching and discussing products in person gives you a better sense of how they might perform in your store.

Rin Musick ·
opinion

How Promoting Wellness Fuels Retail Growth in Uncertain Times

My PR and marketing work helping adult brands, performers and platforms reach audiences has made one thing very clear. The brands most likely to succeed in the current economic, political and social climate are the ones marketing more than just sex.

Hail Groo ·
profile

Chaturbate's Emely Zuniga Talks Show Floor Magic and Creator Care

During industry events, you’ll likely find Zuniga gliding through the room, greeting creators, checking details and making sure everyone around her feels taken care of. With her colorful red hair, perfectly done nails and an easygoing, “work bestie” demeanor that instantly puts people at ease, she thrives in the fast-paced environment of conferences and trade shows.

Jackie Backman ·
opinion

How Pleasure Brands Can Capture Attention Through Press Trips

In many industries, press trips are considered desirable but optional — a bonus rather than a core element of a brand’s marketing strategy. In sexual wellness, however, they are essential.

Bryony Lees ·
opinion

What to Know About Deepfakes, Likeness Rights, and Digital Consent

AI is reshaping virtually every sector of the global economy, and the adult industry is no exception. Many adult companies have already explored or adopted AI in content production, and surveys indicate that around 65% have considered implementing AI technologies in their operations.

Christoph Hermes ·
opinion

Key Strategies for Adapting to Stricter PCI Compliance Standards

When it comes to PCI compliance, the days of simply filling out some paperwork and answering a few questions are gone. A casual approach is just not viable anymore.

Jonathan Corona ·
opinion

Automating Retail Accounting With AI

With 21 locations, I’m pretty much always hiring. Unfortunately, the employment market these days can be chaotic, as candidates send out applications across dozens of job boards with a single click. For managers like me, this results in more time spent sorting through signals and static.

Zondre Watson ·
Show More