You're right -- lighting does play a huge part.
The first image you posted was taken in nearly direct sunlight (...possibly a very light scrim for a bit of softening... ), whereas in the second image you posted, the model was in shade, so the contrast on her skin was vastly less. It's no problem getting the CMYK values of the skin in one to be close to those values in the reference image. That only took a couple of applications of the selective color tool.
The main problem I had was boosting the contrast in your 2nd image up to the level of the 1st image in some sort of realistic way while retaining the cmyk values of the skin. As soon as I started to do this, noise in the skin areas became prominent, so I also had to do a bit of NR. I also had to cobble together some tweaks to deal with the big differences in the two sky areas.
The other major headache in trying to match these was the fact that the shadows in the reference image had M larger than Y, whereas in your 2nd image, because it was taken in soft light, the relation of M and Y stayed approximately constant as you go from the brightest to the darkest areas of the skin. To be honest, by this time, I was getting tired of working on the image, so I punted: I simply applied the NIK Color Efx pro "Sunlight" filter which yellows up the highlights (among other things).
Anyway, this is about the best I could do in 15 min of tweaking. It isn't perfect, but it's hopefully in the direction you want. If any parts of my process are of interest, let me know and I'll elaborate.
Cheers,
Tom M