text: She helped to transform U.S. First Lady Michelle Obama's public image into that of an all-American 'everywoman' who shops at retail outlets, does 'mom dancing' and even has a Twitter account. Now, former White House aide Kristina Schake, who left the East Wing in June 2013, is reportedly behind the drive to get another first lady - ex-secretary of state, Hillary Clinton - elected president. Ms Schake, 45, who has worked as chief communications officer at L'Oreal USA for the past two years, has been brought on to Mrs Clinton's 2016 communications team to help recast her image. She will attempt to turn the 67-year-old politician - who is expected to  announce her run for White House this month - from a strong and knowledgeable figure into a softer, more accessible one, according to the New York Times. Scroll down for video . Image makeover: Former White House aide Kristina Schake (left), who left the East Wing in June 2013, is reportedly behind the drive to get  ex=secretary of state, Hillary Clinton (right), elected president next year . Accessible personality: Ms Schake helped to transform U.S. First Lady Michelle Obama's public image into that of an all-American 'everywoman' who even performed 'mom dancing' with Jimmy Fallon in 2013 (above) The former persona, experts have said, could have hampered Mrs Clinton's 2008 presidential contest against President Barack Obama, who came across as cool and amiable with voters. The latter persona, meanwhile, has worked wonders for Mrs Obama, who has become a national emblem of healthier eating with her legislative push for more fruit and vegetables in school meals. As Obama noted in 2008, Mrs Clinton must show voters that she is more than just 'likeable enough' - by displaying a warm and funny side that, according to her friends, reflects her true character. But, Ms Schake's efforts to help Mrs Clinton do this could prove tricky - particularly in the wake of the scandal over her new boss's exclusive use of a personal email address while secretary of state. A U.S. House committee is currently seeking a private interview with Mrs Clinton over her use of the private address, as well as a personal computer server, during her time at the State Department. Ms Schake's attempts could also be hindered by some voters' views that the politician and her husband Bill - parents to daughter Chelsea - are detached from the issues of 'normal' Americans. Scandal: Ms Schake's efforts to help Mrs Clinton do this could prove tricky - particularly in the wake of the scandal over her new boss's exclusive use of a personal email address during her time as secretary of state . 'True self': As Obama noted in 2008, Mrs Clinton (seen listening to an instructor reading a story to children at a Firststep NYC session in Brooklyn on Wednesday) must show she is more than just 'likeable enough' The couple have reportedly amassed more than $100million since leaving the White House in 2000, and continue to command speaking fees of a whopping $200,000 or more, according to the Times. They also have multiple homes, including one in Washington DC and one in Chappaqua, New York . To counter Mrs Clinton's apparent inaccessibility, Ms Schake, whose work with Mrs Obama helped to turn her into an online video star and magazine cover model, could draw on the politician's hobbies. She could get Mrs Clinton to speak about her passion for swimming, as reported by ABC, or appear at a charity swimming gala. She could also fix up celebrity partnerships like she did with Mrs Obama. The multitude of new ways to reach voters means 'it’s not the same formula in politics that it was even just four years ago or eight years ago,'  Stephanie Cutter, a Democratic strategist, told The Times. Undercover: During her time as an aide for Mrs Obama, Ms Schake encouraged the current First Lady to shop undercover at a Target (pictured) in Alexandria, Virginia, dressed in a floral blouse and a baseball cap . Presenter: Ms Schake's work also led to Mrs Obama presenting the best picture award alongside Hollywood legend Jack Nicholson at the Academy Awards in February 2013. The trophy was given to the film, Argo . The deputy campaign manager for the Obama reelection campaign added: 'It’s about understanding people who are just living their lives and figuring out ways to fit a candidate into that', not vice versa. During her time as an aide for Mrs Obama, Ms Schake encouraged the current First Lady to shop undercover at a Target in Alexandria, Virginia, dressed in a floral blouse and a baseball cap. The widely-reported trip was intended to her portray the 51-year-old - who has two daughters, Sasha and Malia, with her husband - as an ordinary mom, keen to make savings for her family. Successful: Ms Schake (pictured), who previously co-owned a LA-based PR firm that handled media relations for Maria Shriver, is the daughter of a stay-at-home mother and a commercial airline pilot . Ms Schake's work also led to Mrs Obama presenting the best picture award alongside Hollywood legend Jack Nicholson at the Academy Awards in February 2013, according to the Washington Post. And she encouraged the First Lady to invite children to the White House to help harvest the summer crop from the House's kitchen garden in 2013 - an event that was photographed by the world's press. The adviser, from California, 'did a really great job of keeping Mrs Obama at the forefront of the conversation but in a way that continued her ability to be accessible and relatable,' Ms Schake's predecessor Camille Johnston told the newspaper, adding: 'No small feat during a presidential election cycle.' Indeed, Ms Schake's 'feat' saw Mrs Obama feature on the front covers of both Vogue  (twice) and Better Homes & Gardens magazine. Ultimately, it turned her into an 'accessible everywoman', the Times reported. And Ms Schake's impact is still apparent today - this week, an energetic Mrs Obama performed a second installment of 'Evolution of the Mom Dance' on The Tonight Show with Jimmy Fallon. Her performance came  two years after she took part in her original 'Mom Dancing' skit with Fallon, which was encouraged by Ms Schake and gained more than 22million views on YouTube. It marked the five-year anniversary of her Let's Move! initiative to fight childhood obesity in America. Ms Schake, who previously co-owned a Los Angeles-based PR firm that handled media relations for Maria Shriver, is the daughter of a stay-at-home mother and an airline pilot, it is reported. She was the co-founder and board member of the American Foundation for Equal Rights - the nonprofit group that filed the successful federal lawsuit against California's ban on gay marriage, . She currently lives with her boyfriend, an Albanian journalist. After Ms Schake left the White House in 2013, Maria Cristina 'MC' Gonzalez Noguera, 39, was hired as the Obamas' communications director. Fitness initaitive: Mrs Obama participates in a yoga class during a visit to the Gwen Cherry Park NFL/YET Center as she celebrates the fourth Anniversary of Let's Move on February 25, 2014 in Miami, Florida . Mrs Obama tweeted The Chew this week, encouraging the show to participate in her #GimmeFive challenge . On Friday, it was revealed that Mrs Clinton has signed a lease in a Brooklyn, New York, building for what is expected to house her campaign headquarters, according to a person familiar with the plans. Mrs Clinton has reportedly signed the lease for two floors in an office in New York's Brooklyn Heights neighborhood. The anonymous person was not authorized to speak publicly about internal planning. The decision to sign the lease - which was first reported by Politico - likely sets off a 15-day period in which presidential candidates are required to make their intentions officially known. The building, One Pierrepont Plaza, also houses the U.S. attorney's office of Loretta Lynch, who has been nominated to be President Barack Obama's next attorney general. Lease: A woman enters One Pierrepont Plaza in Brooklyn, New York. Mrs Clinton has signed a lease for two floors in the Brooklyn Heights building for what is expected to be her presidential campaign headquarters .
target: Kristina Schake, 45, 'is part of Mrs Clinton's 2016 communications team'
  She will help to transform politician into a softer, more accessible figure .
  She previously helped turn First Lady Michelle Obama into 'everywoman'
  She advised Mrs Obama to perform 'mom dancing' with Jimmy Kimmel .
  Also masterminded infamous 2011 'undercover' shopping trip to Target .
  Ms Schake has been working as L'Oreal's chief communications officer .
  Her new job could prove difficult in wake of Mrs Clinton's email scandal .
  Mrs Clinton will likely announce her run for White House this month .