• by Gavin O'Malley  @mp_gavin, March 18, 2013

SheKnows on Monday is expected to name Samantha Skey as its new chief revenue officer. The appointment is just the latest in a series of major shifts at SheKnows.

Late last year, the women’s media network was acquired by private equity firm Great Hill Partners, and then promptly named industry veteran Philippe Guelton as CEO.

How is Skey going to shake up the company’s revenue strategy?

“This year, we will focus on producing authentic content that integrates our partners’ brand attributes in a way that complements the lifestyles of our audience,” Skey said on Friday.

“We will enable our category ambassadors and experts to develop direct links to the brands they love and we will better use our data to create an ever-evolving feedback loop between brands and users.”

Most recently, Skey served as chief revenue officer of Recyclebank, a platform that rewards people by taking “green” actions like recycling. At the startup, Skey was credited with bringing on brands like Unilever, Procter & Gamble, Coca-Cola and SC Johnson. Along with larger players like NBCU’s iVillage, the Meredith Women's Network, and Glam Media, SheKnows competes with a number of smaller players, including BlogHer, Total Beauty, and Sugar Inc.

Continuing to grow, however, SheKnows currently claims an audience of more than 41 million women. SheKnows is really about “community-driven journalism,” Skey explained on Friday. “We are finding, cultivating and enabling experts on a range of women's topics, producing thousands of original pieces of premium content based on our community's evolving interests.” Prior to Recyclebank, Skey was the chief marketing officer at social software ecompany Passenger, Inc.