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Luciana heads Finsbury Glover Hering’s digital practice in the Middle East, with over 15 years' experience in digital strategy, integrated marketing & communications, and brand positioning. At Finsbury, 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 Finsbury, 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.