The woman who helped build Michelle Obama’s brand is joining Instagram

Instagram is getting a new communications boss.

Current comms head David Swain, who has been at Facebook for almost a decade and has had the top communications job at Instagram since early 2013, is leaving the company. Swain announced his departure internally on Tuesday.

To replace him, Instagram has hired Kristina Schake, the deputy comms director for Hillary Clinton’s recent presidential campaign and the former comms chief for first lady Michelle Obama. She was also chief communications officer at L'Oreal for two years.

Facebook

A company spokesperson confirmed both changes.

Schake is stepping into a role that hasn’t dealt with much drama over the past few years. Instagram isn’t going through an IPO (like Snapchat) or dealing with potential buyers and a slumping stock (like Twitter). As part of Facebook, it doesn’t report revenue numbers and only reports user numbers when it wants to.

That means Schake’s new role will be more about building Instagram’s brand than anything else, according to a source, which was her focus with both Obama and Clinton. The company is growing quickly — it now has 600 million users — and is trying to expand its advertising business. Instagram wants to grow its brand at the same time.

Schake has some experience here. She’s credited with helping Obama craft her public image as first lady. Remember the time Obama danced with Jimmy Fallon on “The Tonight Show”? Or was seen shopping “undercover” at Target? Schake reportedly pushed those decisions. (Revamping Clinton’s public image during her campaign, on the other hand, was not as successful.)

Swain’s departure is not a surprise. He spent almost five years at Facebook before joining Instagram, and the company has been searching for his replacement since last summer. He has not yet decided where he’ll go next.

Schake will join Instagram in March, and Swain will oversee her transition. He will leave the company in early April.

This article originally appeared on Recode.net.

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