Amy Irvine

Digital PR Director | 6+ Years

About

Who is Amy Irvine?

Digital PR Director at Digitaloft.
I am passionate about educating people on the wider impact of Digital PR beyond just links.
I have my own successful Instagram page called @roamingthelakes, with over 5000 followers. I document life in the Lake District with my working cocker spaniel (Roo).

Amy Irvine is the Digital PR Director at Digitaloft. In this role, I lead the Digital PR offering at the agency. We are a team of over 45 digital PR & content professionals, driving real organic growth and increasing brand awareness for our clients, as well as positioning them as experts in their field. I was recently awarded The Drum’s PR Leader of the Year.

I am passionate about educating people on the wider impact of Digital PR beyond just links. Building links vs building your brand – it doesn’t need to be a choice between one or the other. Digital PR done right should do both. Relevancy is also a huge topic in the industry and I love talking about how and why your Digital PR strategies need to be relevant to your brand.

I have six years of experience in digital and traditional PR. I have experience delivering relevant and successful Digital PR strategies for a range of clients (B2C + B2B) including JD Outdoor, Confused.com, Uswitch, money.co.uk, Cognition Education (Get Into Teaching), Compare The Market & many more.

Outside of work, I have my own successful Instagram page called @roamingthelakes, with over 5000 followers. I document life in the Lake District with my working cocker spaniel (Roo), including my hiking routes, and secret swimming spots! I am currently on a mission to tick off the 214 Wainwrights in the Lake District and last year I climbed my highest mountain to date (over 4,000 metres!) I also love to travel and I am an avid reader – I’m happiest in the sunshine reading a good book.

Advice For Anyone Joining The Industry

Connect with people! If you’re looking to get into the industry then follow and engage with people currently working in the industry.

As an industry we share so much knowledge online – from tips and tricks, to case studies, training sessions and more. Subscribe to newsletters, listen to podcasts – there is so much you can learn about the industry for free and if you’ve taken the time to immerse yourself in this – it will make your cv stand out!

Areas Of Interest

Digital PR
Link Building

Education, Awards, Certifications

BA (Hons) Journalism, Leeds Beckett University
The Drum’s PR Leader of the Year for 2023 [Winner]
Rising Star Award at the UK Agency Awards 2023 [Finalist]
Rising Star Award at the European Agency Awards 2023 [Finalist]
Mental Health First Aider

Affiliations & Past Work

Money.co.uk
Confused.com
Uswitch
BOXT
ADT
JD Outdoor (Blacks, GO Outdoors & Millets)
Manchester Airport Group
LOOKFANTASTIC
My Protein

Published Work & Inclusions

Any Results/Highlights From Your Work You Want To Promote? Any Impact You’re Proud Of?

I am extremely proud of all of my work at Digitaloft – going from leading on some of the agency’s biggest Digital PR accounts to stepping up to leading the team and eventually the whole department has been amazing and I’m really proud of the work the team deliver day in and day out.