In an effort to transform its image and gain mainstream respectability, the new owners of Pornhub have strategically appointed a female executive to a prominent role within the company.

The appointment reflects the company’s intention to engage with the broader public and address controversies that have surrounded the adult content platform. The move underscores Pornhub’s desire to shed its notoriety and forge a more conciliatory path forward.

Alexzandra Kekesi, a seasoned employee with an extensive tenure at the company, has been appointed as the Head of Community and Brand. This key position is not only tasked with overseeing the site’s creative direction but also with shaping the company’s stance on critical public matters.

Notably, this includes issues such as Instagram’s decision to permanently ban Pornhub’s account last year, citing violations of rules against sexual solicitation on the platform owned by Meta.

In response, Pornhub accused Instagram of double standards by permitting racy content from celebrities while censoring the adult industry.

Kekesi’s primary focus will be on clarifying Pornhub’s brand identity and values, as well as emphasizing its commitment to maintaining high standards of content moderation. By placing a visible and identifiable executive at the forefront, the company aims to foster a more inviting and transparent connection with the public.

Ethical Capital Partners, the Canadian firm that acquired Pornhub’s parent company, MindGeek, earlier this year, is behind the move. However, details about the firm’s operations and leadership structure remain murky.

Sarah Bain, Vice President of Public Engagement at Ethical Capital, emphasized the firm’s status as a private company and declined to provide extensive information on its operations.

Takeover transformation

Ethical Capital’s takeover of MindGeek came as a surprise, raising questions about the future direction of the company. The acquisition occurred amid a tumultuous period for MindGeek, as it grappled with various allegations related to its content and practices.

The company faced legal challenges and accusations of hosting illegal content, leading to actions such as Visa and Mastercard’s suspension of payment services.