In the age of instant feedback and viral reactions, a single online comment can change the trajectory of a brand. Leon Ferma, a Certified Marketing Professional with over 14 years of experience, knows this better than most.
“Social media is the most powerful and the most unpredictable tool we have,” Ferma says. “One great post can build your brand overnight. One negative review—if handled poorly—can unravel months of hard work.”
As Project and Resourcing Manager at a B Corp–certified digital marketing agency in Australia, Ferma leads campaigns for nonprofit clients across the globe. He works closely with teams managing digital ad performance on platforms like Google and Meta, while coordinating deliverables and timelines for clients whose missions range from mental health support to environmental sustainability.
And while his campaigns are rooted in performance metrics—click-through rates, impressions, conversions—Ferma emphasizes that the most important part of his work is still human connection.
“Marketing isn’t just about KPIs anymore,” he explains. “It’s about trust. And in a world where anyone can post their thoughts in real time, that trust can be earned—or lost—instantly.”
Ferma points to the evolving nature of digital audiences. “People are more empowered now. They don’t just consume content—they respond to it, question it, and hold brands accountable. That’s exciting, but it’s also a challenge.”
One way Ferma stays ahead is by building authenticity into campaigns from the very beginning. “If your message doesn’t reflect your client’s real values, audiences will spot it. That’s why we start by aligning with purpose—understanding what the client truly stands for, and making sure the content reflects that.”
He also advocates for speed and empathy in managing public feedback. “Silence or defensiveness online can be damaging. A brand’s response should be timely, transparent, and human. You don’t need to be perfect, but you do need to be accountable.”
One project Ferma is particularly proud of involves a nonprofit focused on mental health. “We created a campaign that not only spread awareness but connected people to real support services. The engagement was high, and so was the emotional response,” he shared. “It reminded me that good marketing doesn’t just convert—it uplifts.”
For marketers navigating today’s volatile digital world, Ferma offers this advice: “Lead with empathy, stay responsive, and never underestimate your audience.” In a landscape where brand reputation can shift with one post, his strategy is simple—but powerful: build trust before you need it.
