Emily White, Facebook’s director of mobile partnerships, will now head business and partnerships at Instagram, according to a report from AllThingsD.

The move indicates that the photo-sharing service is moving ever-closer to rolling out advertising and other revenue-oriented features.

The push to monetize Instagram likely drove the Facebook subsidiary’s controversial changes to its terms of service late last year.

White, a Bay Area native who attended Vanderbilt University, previously worked for Google.