Ephemeral-message app Snapchat is proving to be a rather adamant thorn in Facebook's side.
Less than three weeks after AllThingsD reported Tuesday., Snapchat has stolen away Emily White, the social network's business lead responsible for bringing advertising to Instagram, to fill its COO spot,
White said she couldn't pass up the offer to take on a leadership role at the app that just last month announced it massive multibillion dollar valuation. "I have always been captivated by the creativity that has gone into the product...and I think that [CEO and co-founder Evan Spiegel] 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 told AllThingsD.and is cruising toward a
White was relatively new to the Instagram team, officially taking on the business lead role in April to work with CEO Kevin Systrom on monetizing the photo-sharing app. Despite the bumpy start to Instagram ads -- including massive user backlash in response to a Lexus post -- White helped put the app's business efforts on track, Systrom said, and .
Given the acquisition news, massive growth, and this recent Facebook poaching, Snapchat has been flying high of late, though not without speed bumps. In yet another analogous plot line to Facebook's history, CEO Evan Spiegel is struggling with a, who in February filed a lawsuit against him and fellow co-founder Bobby Murphy over the rights to a third of the company.
And its image has also been less than stellar. Snapchat has long been painted as the poster child for the next Silicon Valley bubble-burst -- a startup garnering mind-boggling valuations and an eye-popping user base but has yet to earn a cent. With White, however, perhaps it's found a road map to revenue.