Online fashion community Polyvore has appointed J. Crew board member and former Google executive Sukhinder Singh Cassidy chief executive officer, effective March 1.

She succeeds founder Pasha Sadri, who will continue with the company as head of product and technology development, although his exact title has not yet been determined. He retains his seat on the board.

This story first appeared in the February 23, 2010 issue of WWD.  Subscribe Today.

“Sukhinder brings in the rest of the ingredients for the next growth phase and evolution of Polyvore into a proper business,” commented Sadri.

Three years old, the online fashion community has more than 6 million unique visitors a month and has worked with a slew of big brands that have sponsored contests on the site, including Coach, Yves Saint Laurent and Burberry.

Polyvore members create, publish and share collages using images of fashion and beauty, as well as songs, they find online. The collages can be shared on other social media sites such as Twitter, Facebook and blogs.

Possible future avenues of growth might include improving the user experience, new revenue streams, international expansion, mobile, localization and expansion into new categories such as interior design, Sadri and Cassidy said.

Cassidy has a strong background in international business development and sales. During her six years at Google, she held a variety of positions, including president of its Asia-Pacific and Latin America operations. She helped launch Google Local & Maps and was a co-founder of financial start-up Inc. She also has worked for Amazon, Merrill Lynch and British Sky Broadcasting. Most recently, she served as ceo in residence at venture firm Accel Partners.

Polyvore raised $2.5 million from Benchmark Capital Partners in 2007, and in August, raised another $5.6 million from Benchmark and Matrix, for a total of $8.1 million.

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