Snapchat executive Emily White exits as business model expands

March 13, 2015 03:20 PM

(Bloomberg)—Snapchat Inc., which has been raising funds as it starts to bring in revenue, is losing its chief operating officer.

Emily White, who helped to build Instagram’s business after it was sold to Facebook Inc., was involved in doing the same for Snapchat, which makes a mobile application for sharing disappearing photos. The Los Angeles-based startup confirmed her departure. Re/code reported the news earlier Friday.

“Emily is a talented executive and we thank her for her many contributions to Snapchat,” Snapchat said in an emailed statement.

White, who was hired at the end of 2013, was a critical communicator to potential advertisers and partners about how Snapchat wanted to make money.

While White worked at Snapchat, the startup introduced a business model that differed from its social media rivals. Advertisements aren’t targeted based on demographics—instead, they’re optional to view and disappear after a period of time, similar to everything else in the mobile app. Content doesn’t come through in a feed as it does on Facebook, and instead appears in curated channels as part of a product Snapchat calls Discover.

Snapchat is planning to receive a $200 million investment from Alibaba Group Holding Ltd. that values the startup at $15 billion, people familiar with the matter said earlier this week.

White is the latest executive to depart. Human resources director Sara Sperling and advertising executive Mike Randall, both also hired from Facebook, were each at Snapchat for about six months.




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