profile

WIA Profile: Lauren Barnes

How did you get into the business?

In 2007, I joined WhiteLabelDating.com to oversee the company’s customer care function, dealing directly with the consumers using our dating sites. The more time I spent with the company, the more opportunities I could see for both the business and my career progression.

No matter what industry you’re in, if you can build a good rapport with clients, partners and key decision makers, I really believe that you’re on a successful career path.

Although I loved supporting members in their dating journey, I started to take an interest in the B2B side of the business. I went on to become an account manager, where I began managing some of our larger partners, advising on marketing strategies and innovating with new site launches and rebrands. I was exposed to the adult side of dating very early on, and during my time at WhiteLabelDating.com I’ve watched the casual dating scene explode. As a result, I have since fully immersed myself in the adult business.

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

No matter what industry you’re in, if you can build a good rapport with clients, partners and key decision makers, I really believe that you’re on a successful career path. I’ve always had good relationship building skills and I still depend on them every day!

Having first used those skills to engage directly with our customers, I quickly developed a detailed insight into what consumers expect from an online dating service, casual or otherwise. Whenever I’m advising partners, or my team, about how best to market our partners’ dating sites, I’m always very aware of the end product from a consumer point of view. If you target traffic in the right places and provide a quality user experience, revenues will follow and you’ll achieve a great return on investment —when I think about it now, my customer care role was the best preparation I could have had.

The fast growth that our business has experienced has not only taught me how profitable the industry can be, but it’s really moulded my perception of the adult market. I see the explicit images and language, but I’m actually just thinking about revenues and conversions, rather than what they actually represent. Six years in the business and I don’t think anything can shock me! And, of course, a sense of humour does help.

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

Being a woman in adult does have it’s complicated sides! Although it’s a male dominated industry and there can be slightly skewed perceptions of women, we’re lucky that there are groups like WIA that champion the many strong women in the adult business. When you show people that you are professional and knowledgeable in your field, they see past gender and acknowledge you for what you really are; a smart and shrewd business person.

Aside from that, it’s easier to access adult content than ever before. Adapting to changes to both digital marketing and adult content laws can be difficult in a business as big as ours. You have to keep on top of trends to stay ahead of the curve, and continue to drive high volumes of traffic and revenue. Working closely with a number of different industry bodies, as well as spending a lot of time reading relevant blogs, magazines and attending conferences, has proved invaluable.

Does your work life affect your personal life?

Anyone who is passionate about their job will know that the resounding answer to this question is yes, absolutely! I love what I do. The success of my partners is a very personal thing for me; we’re a team and dating is a 24/7/365 business! That means checking numbers and replying to emails at evenings and weekends is second nature.

When it comes to my team, they’re motivated and knowledge hungry; that means that they’re happy to take time to adapt their skill set to meet the needs of our partners. As well as taking time for personal development, we’re all very much professionally and personally connected. We socialise outside of work quite a lot - although obviously all conversation isn’t work related!

The adult dating sites and unique niches we operate are also obviously a great conversation starter!

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. Women like Lauren Barnes, head of WhiteLabelDating.

Related:  

Copyright © 2025 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

opinion

WIA Profile: Lainie Speiser

With her fiery red hair, thick-framed glasses and a laugh that practically hugs you, Lainie Speiser is impossible to miss. Having repped some of adult’s biggest stars during her 30-plus years in the business, the veteran publicist is also a treasure trove of tales dating back to the days when print was king and social media not even a glimmer in the industry’s eye.

Women in Adult ·
opinion

Fighting Back Against AI-Fueled Fake Takedown Notices

The digital landscape is increasingly being shaped by artificial intelligence, and while AI offers immense potential, it’s also being weaponized. One disturbing trend that directly impacts adult businesses is AI-powered “DMCA takedown services” generating a flood of fraudulent Digital Millennium Copyright Act (DMCA) notices.

Corey D. Silverstein ·
opinion

Building Seamless Checkout Flows for High-Risk Merchants

For high-risk merchants such as adult businesses, crypto payments are no longer just a backup plan — they’re fast becoming a first choice. More and more businesses are embracing Bitcoin and other digital currencies for consumer transactions.

Jonathan Corona ·
opinion

What the New SCOTUS Ruling Means for AV Laws and Free Speech

On June 27, 2025, the United States Supreme Court handed down its landmark decision in Free Speech Coalition v. Paxton, upholding Texas’ age verification law in the face of a constitutional challenge and setting a new precedent that bolsters similar laws around the country.

Lawrence G. Walters ·
opinion

What You Need to Know Before Relocating Your Adult Business Abroad

Over the last several months, a noticeable trend has emerged: several of our U.S.-based merchants have decided to “pick up shop” and relocate to European countries. On the surface, this sounds idyllic. I imagine some of my favorite clients sipping coffee or wine at sidewalk cafés, embracing a slower pace of life.

Cathy Beardsley ·
profile

WIA Profile: Salima

When Salima first entered the adult space in her mid-20s, becoming a power player wasn’t even on her radar. She was simply looking to learn. Over the years, however, her instinct for strategy, trust in her teams and commitment to creator-first innovation led her from the trade show floor to the executive suite.

Women in Adult ·
opinion

How the Interstate Obscenity Definition Act Could Impact Adult Businesses

Congress is considering a bill that would change the well-settled definition of obscenity and create extensive new risks for the adult industry. The Interstate Obscenity Definition Act, introduced by Sen. Mike Lee, makes a mockery of the First Amendment and should be roundly rejected.

Lawrence G. Walters ·
opinion

What US Sites Need to Know About UK's Online Safety Act

In a high-risk space like the adult industry, overlooking or ignoring ever-changing rules and regulations can cost you dearly. In the United Kingdom, significant change has now arrived in the form of the Online Safety Act — and failure to comply with its requirements could cost merchants millions of dollars in fines.

Cathy Beardsley ·
opinion

Understanding the MATCH List and How to Avoid Getting Blacklisted

Business is booming, sales are steady and your customer base is growing. Everything seems to be running smoothly — until suddenly, Stripe pulls the plug. With one cold, automated email, your payment processing is shut down. No warning, no explanation.

Jonathan Corona ·
profile

WIA Profile: Leah Koons

If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web.

Women in Adult ·
Show More