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Over the last few months, Reddit executives have been talking enthusiastically to the press about their new plans to make the social news service into “a real business.”

But behind the scenes over the past few weeks, it has been making some key personnel changes, which has caused some level of new “turmoil,” as one source described it. Management upheaval is not new for Reddit, although more recently it has had a period of executive-level stability.

No longer. Sources tell Recode that those changes may include the possible departures of VP of marketing Celestine Maddy and editorial director Vickie Chang.

Chang was previously involved with Upvoted, the company’s attempt at creating an in-house BuzzFeed to mine Reddit content. The executives are close to Reddit co-founder and senior exec Alexis Ohanian, who oversaw the Upvoted project.

Other recent departures include video content leader Stephen Greenwood and “HR generalist” Nicole-Jasmin Clark, whose LinkedIn page shows July 2016 as her final month at Reddit.

In an email, Reddit representative Diana Chow said the “few positions that were eliminated were no longer critical to our business strategy,” but she would not be more specific or confirm the names of those leaving.

The strategy that Chow alluded to is the one that CEO Steve Huffman has been talking about. It centers on inking customized ad deals with major-league buyers, such as Coca-Cola and Google. Huffman recently told Fortune that the company is “not far off” from profitability.

Over email, Chow provided Recode with a longer statement, addressing the broader reorganization:

Over the past several weeks, we’ve been reorganizing our communications, editorial, video, and marketing teams. As a part of this reorganization, a few employees were let go and others who were offered restructured roles decided to resign and pursue other opportunities. We wish all of our former colleagues well and thank them for their valued time and service to Reddit.