About Luarda

I started my career in link building, always looking for smarter and more sustainable ways to earn links. That curiosity led me to digital PR — and eventually to building a full digital PR function from scratch, starting with the business case and seeing it through to a running operation.

For me, great digital PR starts long before the pitch. It starts with a strong idea — one rooted in data. I spend serious time on ideation and data gathering: finding angles that are genuinely newsworthy, identifying the statistics or research that give a story legs, and shaping it all into something a journalist actually wants to write about. The pitching comes after the thinking.

Throughout my career I’ve also been the person other teams turn to when making the shift into digital PR. I’ve led and trained outreach teams — helping them move from traditional link building into running full, insight-driven campaigns. Building that capability in others is something I genuinely enjoy.

Over 6 years I’ve worked across tech, cybersecurity, education, lifestyle, food, and travel — running campaigns for the US, UK, EU, and DACH markets. Each industry, each market, needs its own angle. That’s the part I find most interesting.

The campaigns I’m most proud of earned placements in some of the most competitive publications in the world — not through mass outreach, but through the right idea, the right data, and the right journalist.