Makeda White

Led social media strategy and operations across The Mirror US, Daily Express US, and Irish Star US. Oversaw audience growth, engagement, and monetization, including generating $50K+ in monthly Facebook revenue for three consecutive months through strategic content optimization and distribution. Managed social publishing, editorial priorities, and platform strategy across Facebook, Instagram, TikTok, Reddit, and emerging platforms. Led and mentored social media editors while partnering with editorial and commercial teams to grow reach and revenue.

Spearheaded a cross-functional team of contractors and full-time staff, consistently exceeding engagement KPIs and growth targets. Scaled Reddit presence over three years to match engagement and karma levels of top-performing legacy brands, increasing community reach and visibility. Hired and onboarded the team’s first dedicated Social Media Editor to accelerate operations and improve content output. Increased social monetization by nearly 50% within one month of team expansion, exceeding a $28K target to achieve $42K in revenue.

Used analytics to identify trending topics and pitch data-backed story ideas, boosting social engagement and driving traffic. Produced and optimized multimedia content (articles, videos) for social channels to increase audience interaction. Leveraged social media trends and platform features to develop strategies maximizing audience growth and content reach.