Editra
Literary and Cultural Magazine

Editra Magazine
Publisher: Editra
Design and Ownership Rights: Studio John Hudson White

New York, USA
2025

Editorial
Creative Direction
Brand Strategy & Research

Together with co-founder John Hudson White, Madina co-edits Editra, a literary and cultural magazine, published in both digital and print, dedicated to the art of noticing. At its core, Editra is a call to seek out beauty in the world around us, told through sharp prose, thoughtful articles, and intimate interviews with leading voices across art, design, and culture, including sculptor Massimiliano Pelletti, artist Matteo Cappirola, and style icon Lizzy Hadfield.

Each issue is a carefully curated object in itself. The first issue cover illustration was commissioned by Joe Ciardiello, an industry veteran whose iconic caricatures have graced the pages of The New Yorker, Rolling Stone, and beyond, setting the tone for a magazine that takes both its content and its craft seriously.

DeinDeal AG
Portfolio Management & E-Commerce Integration

DeinDeal AG
Key Account Manager - Affiliate Partnerships

Zurich, Switzerland
2022-2025

Cross-Functional Collaboration
Regulatory Communications
Commercial & Account Management

When Madina joined DeinDeal, affiliate partnerships were an underleveraged channel; the potential was there, but it hadn't been unlocked. Taking ownership of 40+ global partners including Uber Eats, Sky TV, and Philip Morris International, she built the structure, strategy, and cross-functional relationships needed to turn it into a high-performing commercial channel, leading multichannel campaigns across email, SEO, social, and display with full compliance and brand consistency.

The results spoke for themselves. Annual revenue grew to CHF 500K–700K, with 77% year-on-year growth — transforming what had once been a passive revenue stream into one of DeinDeal's most commercially significant channels.

Noble Journey
Luxury Luggage

Noble Journey
Freelance Project

London, UK
2022

Brand Strategy
Trend Research

The luxury luggage market is crowded with hype. Noble Journey was built to be different. Brought on as a brand strategist for this premium travel goods newcomer, the challenge was clear: carve out a meaningful, ownable position in a market dominated by legacy names and trend-chasing aesthetics.

The work began with a deep dive into the competitive landscape, mapping what leading players were doing across social, content, and brand positioning, to identify the whitespace. The insight was simple but powerful: in a category obsessed with status, no one was truly speaking to connection; to self, to others, to the journey itself.

From that foundation, a full brand strategy was developed: content pillars rooted in storytelling, and a social media framework the team could own and execute with confidence every day.

TaskRabbit
Social Trends & Implementation Timeline

TaskRabbit
Freelance Project

London, UK
2022

Brand Strategy
Social Trend Research

For TaskRabbit, Madina developed an innovative content strategy heading into 2022, delivering a full strategy deck and implementation timeline focused on creator relations and content ideas. Drawing inspiration from social media leaders like Duolingo, the strategy centered on refining TaskRabbit's brand voice, strengthening community building, and partnering with influencers who genuinely align with topics like DIY, home renovations, and lifestyle. madinatulakovaThe result was a clear, actionable roadmap giving TaskRabbit a strong direction for its social presence in the year ahead.

Macrene Actives
Creative Strategy & Account Management

Macrene Actives
Account Coordinator
Walkup Studio

New York, USA
2020

Account Management
Performance & KPI
Social Strategy

Macrene Actives is a luxury skincare brand backed by over 40 years of clinical research by Dr. Macrene Alexiades, a favourite among celebrities, with results that speak for themselves. The work was about making sure the brand's presence finally matched the product behind it.

Brought on to lead the rebrand and social strategy, the goal was simple: build a community that looked to Macrene Actives for real skin health answers, without losing the premium aesthetic. Science without the jargon. Luxury without the distance.

The process was hands-on — clinic visits, behind-the-scenes content creation, and activations at events like Farfetch at NYFW. Over the course of the partnership, engagement grew, press interest picked up, and the community became exactly what it was meant to be.

Meaningful Beauty
Creative Strategy & Account Management

Meaningful Beauty
Account Coordinator
Walkup Studio

New York, USA
2020

Account Management and Organic Follower Growth
Performance & KPI
Social Strategy

As Account Coordinator for Meaningful Beauty, Madina focused on maintaining and growing the brand's established online presence through consistent content posting, a violet-palette visual strategy, and messaging centered on mindfulness and positivity.

A highlight of her work was developing a content strategy around a South of France trip showcasing the brand's signature melon ingredient, which included GIFs, an IGTV series, and Instagram Q&As. With Cindy Crawford positioned as a key differentiator, the brand achieved organic growth of over 20K followers during her time on the account.

Social Chain
Strategy & Cultural Trend Monitoring

SocialChain
Strategist

New York, USA
2020

Analytics
Newsletter Development
Social Listening
Strategy

At SocialChain, a leading global social agency, Madina worked on strategy development for fast fashion and FMCG brands including Oh Polly and GoGo squeeZ, focusing on KPI analysis, social and cultural trend monitoring, and client newsletter development.

A standout insight came from going beyond the numbers and diving into community conversations, where she identified an underserved audience, fathers, who felt excluded from messaging largely directed at mothers. By adapting the strategy to include them, the brand saw a boost in positive sentiment and engagement rate grew from 3% to 5% within just one month.

Madina Tulakova

Brand Strategist

New York, London

& Zurich

Portfolio

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