In another bold move, Snapchat has managed to recruit Instagram exec Emily White as the company’s new COO. White was the director of business for Instagram for only eight months, having started off as director of mobile partnerships at Facebook before being reassigned once the latter bought out the former. White was instrumental in bringing advertisements to Facebook, having started last month.
In her statement following the news, White acknowledged that her tenure at Instagram had been relatively short. “It happened really quickly, but to have an actual COO role in one of many companies that is disrupting the communications arena is one I could not pass up,” White told AllThingsD. “I have always been captivated by the creativity that has gone into the product…and I think that Evan [Spiegel, Snapchat CEO] has been looking for someone who can help him grow and scale what is already something that has changed a lot of the way people think about the mobile experience.”
White will be working directly with Spiegel as the company’s No. 2. It is easy to see why Snapchat brought in someone of White’s caliber. Although it has comfortably and effectively rejected buyout offers of $3 billion (Facebook) and $4 billion (Google), Snapchat as a whole is technically revenueless. With White on board, advertising could become a bigger part of the Snapchat experience, and help the company generate some form of revenue.