For Leon Ferma, marketing isn’t just about numbers or catchy visuals—it’s about finding the sweet spot between insight and empathy. With a career that spans PR, admissions, digital marketing, and now purpose-driven campaigns for nonprofits, Ferma has built a reputation for delivering results by combining analytics with emotion.
“People often see data and creativity as separate forces,” said Ferma, a Certified Marketing Professional. “But the most effective campaigns are those that use both—where insights drive the message and the message resonates at a human level.”
Ferma began his marketing journey in an unexpected way. Despite having a degree in Information Technology, his first job was in PR and marketing at an international school. He was involved in everything from advertising to designing promotional materials, and it was there that he discovered how storytelling and strategy could work hand in hand.
Later, as a Student Admissions Officer for a major university, he found himself at the center of a high-volume lead conversion engine. “We processed over 8,000 inquiries each year,” he recalled. “We weren’t just collecting names—we were analyzing behavior, understanding pain points, and crafting messaging that moved people to act.”
His efforts paid off. For five straight years, Ferma helped deliver a consistent 10% year-on-year increase in enrollment. But he didn’t stop there.
When the pandemic accelerated the shift to digital, Ferma pivoted to a U.S.-based digital marketing agency, where he managed website builds, social campaigns, and sales funnels. “That role helped me turn creative ideas into measurable outcomes,” he said. “We tracked engagement, tested variations, and adjusted strategies based on real-time data.”
Today, Ferma serves as Project and Resourcing Manager for a B Corp–certified digital agency in Australia, where he supports nonprofit clients with SEO optimization, Google Ad Grants, and mission-aligned marketing strategies. “We work with organizations that want to make a difference,” he said. “And every campaign is a chance to connect deeply with people while staying grounded in performance metrics.”
What sets Ferma apart is his ability to translate numbers into narratives. He sees every campaign as an opportunity to ask: What’s the story here, and what does the data say about how it should be told?
“The data shows us what’s working. But the emotion—that’s what moves people to care, to act, to remember,” he said. “If you can’t make someone feel something, even the best numbers won’t save your campaign.”
As someone who has worn many hats—from copywriter to digital strategist—Ferma believes that marketers today must be both analysts and storytellers. “You have to be willing to dive into dashboards, but also into the hearts of your audience.”
And while tools and trends will always evolve, Ferma’s formula remains the same: listen to what the numbers say, but never forget who you’re speaking to.
