Luciana Blackwell

Luciana heads FGS Global’s digital practice in the Middle East, with over 15 years' experience in digital strategy, integrated marketing & communications, and brand positioning. At FGS Global, she has advised on performance-led strategic communications, digital reputation management and paid-owned-earned campaign executions across a wide range of GCC clients in the government, financial and events sectors.

Prior to joining FGS Global, Luciana started up and managed the website and social media channels for ADNOC Distribution – the first subsidiary of Abu Dhabi’s national oil & gas company to be publicly listed – and led marcomms during the company’s oversubscribed IPO. Luciana was trained as a journalist and earlier in her career she freelanced for the BBC and Radio France International. After moving to the UAE, Luciana was the youngest member of the executive start-up team that founded The National, Abu Dhabi’s first English language newspaper, setting up its website and social media presence. Following this, she went on to launch Visit Abu Dhabi’s award-winning tourist destination portal and social media channels.

Luciana holds an MBA from Saïd Business School, University of Oxford, where she specialized in digital marketing, trust & reputation, and responsible leadership.