#IWD2025: Felicia Nugroho banks big on insight and innovation at Maverick

In an industry built on storytelling and creativity, women have long been at the forefront of shaping narratives that move audiences and redefine culture. Yet, behind their success lies a journey of resilience, leadership, and breaking barriers.

As we celebrate International Women's Day 2025, we highlight the voices of women who have carved their paths in Indonesia's agency landscape, challenging norms and inspiring future generations. Check out what Felicia Nugroho, Maverick Indonesia's director of analytics and insights and AMEC international board director and Asia-Pacific chair, has to say.

MARKETING-INTERACTIVE: What inspired you to pursue a career in this industry, and what has kept you motivated along the way?

Nugroho: My career was born from a fascination with data and its power to support strategic decision-making, particularly in the communication industry.

What draws me to this field is how data today, generated by our online activities, create webs of information that, when properly analysed and understood, yield valuable insights. Being able to provide these insights to make a meaningful difference to organisations is truly fulfilling.

What keeps me motivated is the constant learning this industry demands. Whether I'm solving complex problems for clients or working alongside my team, there's always something new to discover. This combination of continuous growth and the satisfaction of helping organisations uncover valuable insights that drive their success in communications is what fuels my passion every day.

MARKETING-INTERACTIVE: Can you share a pivotal moment in your career that shaped your approach to leadership or creativity?

Nugroho: A pivotal moment in my career came when I first entered the communications industry and observed the limited scope in which data was being utilised to measure communication effectiveness.

I was fortunate to discover the International Association for the Measurement and Evaluation of Communication (AMEC) community of global leaders in communication measurement who share best practices, which opened my eyes to what was possible.

Starting with essentially a blank slate at Maverick, I had the opportunity to gradually build both a team and a data culture—changing how we use insights to shape strategy, inform creative campaigns, and demonstrate meaningful results.

This journey transformed my leadership approach through its challenges. Starting from scratch involved numerous trials and errors, teaching me to create space for mistakes and learning. I discovered that data work in communications demands both analytical thinking and creative problem-solving, especially when resources are limited.

This insight shaped my leadership philosophy of balancing analytical rigor with innovative thinking while fostering an environment where teams feel empowered to experiment and grow.

MARKETING-INTERACTIVE: What challenges have you faced as a woman in the industry, and how have you navigated them?

Nugroho: Interestingly, throughout my professional journey, I've not faced any obstacles solely because I am a woman. I've been fortunate to work in environments with balanced leadership representation that focused on creating inclusive cultures built on competence and mutual respect.

I recognise that women collectively have faced gender-based challenges. During my academic years, women in my course were rare, highlighting the historical imbalance. Yet today, the landscape has evolved significantly.

At Maverick, I work with brilliant, accomplished partners heading the firm who are predominantly women. Additionally, as a member of AMEC's international board directors, I am honoured to work alongside many talented women leaders who are driving innovation in data and communication measurement globally.

This positive transformation shows our industry's progress. Looking ahead, I'm hopeful we will continue seeing more women leading in this space, bringing diverse perspectives that strengthen our field and inspire the next generation.

MARKETING-INTERACTIVE: What's one piece of advice you'd give your younger self when starting out?

Nugroho: Perseverance, patience, resilience, continuous learning, and a good sense of humour—this powerful combination is the advice I'd give my younger self. When working to change mindsets about using data in communications, this package of qualities becomes invaluable.

There were many moments when I needed to help others understand the long-term value of data-driven strategies, all while recognising that meaningful results take time to materialise. The path to creating positive change isn't linear, and each setback is actually an opportunity to refine your approach and deepen your understanding. Embrace these challenges with a positive attitude and occasional laughter, as they're essential parts of the journey that ultimately lead to growth both personally and professionally.

As these women continue to lead, mentor, and shape the future of the industry, their stories serve as a powerful reminder: success is not about fitting into predefined moulds—it's about redefining them entirely.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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