Luulea is a highly experienced communications expert with a career spanning 25 years. She has worked as a communications director for international corporations and as a consultant for agencies. Most recently, she led the marketing and communications unit at Telia Estonia from 2023 to 2024. Before that, she headed the government relations and communications team at Coca-Cola HBC Baltics (2017–2019) and served as the communications director for Tallink Group for over a decade (2006–2017). From 2019 to 2023, she worked as a consultant with the Agenda PR team.
Luulea holds two master’s degrees. In 2020, she earned an MBA in International Business Management from Estonian Business School. She also holds a master's degree in German Philology from the University of Tartu, where her primary field of study was German Philology, with additional studies in public relations and information management.