Snapchat Scoops Up Facebook, Instagram Exec as COO

Snapchat added Emily White, the director of business operations at Instagram, as the company's new COO on Tuesday.

"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, who will work directly with Snapchat CEO Evan Spiegel as the company's No. 2. “I have always been captivated by the creativity that has gone into the product… and I think that Evan 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.”

Obviously, one could compare the White hiring to when Facebook COO Sheryl Sandberg left Google in 2008

The now-former Facebook exec had been director of mobile partnerships at Facebook beginning in 2011, according to her LinkedIn profile. She was assigned to work with Instagram and its co-founder Kevin Systrom in April, and was involved in bringing advertisements to Instagram just last month.
Sources say that Snapchat does plan to sell advertising and use other methods, like selling virtual goods. Figuring this out will be a big part of White's new job.