YNOT – UK-based WhiteLabelDating’s expansion into the U.S. took another step Wednesday with the appointment of entrepreneur and marketing professional Glenn Millar to the post of U.S. Country Manager.

Millar, based in San Francisco, will oversee operations in the U.S., implementing corporate strategy ahead of the company’s planned U.S. launch. Initial duties include securing partnerships, growing the customer database and regional team creation.

According to a WLD announcement, Millar possesses “a wealth of knowledge and brings best practices from diverse companies ranging from e-commerce to non-profit to Fortune 500. Founder of three ventures, including an offline dating community that achieved $5 million in annual sales in three years, Glenn’s expertise ranges from brand strategy and affiliate marketing to user experience and [pay-per-click] / [search engine optimization].

“With prior consulting experience for a number of leading dating brands, Glenn is looking forward to growing WhiteLabelDating.com into this highly profitable market through a strong partner and affiliate network.”

WLD Operations Director Matthew Pitt said having staff members “on the ground” in new operational regions is imperative, even for businesses that operate entirely in cyberspace.

“Glenn’s extensive experience in digital and general positioning strategy will be invaluable as we launch and grow the business into the U.S. market,” Pitt said. “I’m pleased to welcome him to the team. 2013 looks like a very strong year for the company in this territory, and we have some exciting developments in store.”

For more information about the company and its expansion plans in the adult dating market, visit Casual.WhiteLabelDating.com.