In this International Women’s Day interview, Katerina Zashcherinskaya, EMEA Marketing Procurement Lead at eBay, discusses the bold career decisions and pivotal experiences that have defined her leadership journey. From taking on global roles to fostering inclusive cultures, she shares her thoughts on resilience, seizing opportunities, and the importance of encouraging more women to pursue careers in marketing procurement.

Can you tell us about your career journey so far? What first drew you to the marketing procurement industry, and how did you progress to your current role?

I started in FMCG with P&G and AB InBev, managing direct packaging categories where the focus was strictly on technical specs and heavy, number-driven negotiations. I was eventually drawn to marketing procurement because of the "human element." While other categories can be very transactional, marketing is rooted in psychology, relationships, and interpersonal dynamics. Over the last 15 years, I’ve progressed through global roles at Barclays in London and Singapore to my current home at eBay, proving that procurement is less about the contract and more about building the interpersonal ecosystems that drive brand growth.

Looking back, were there any defining moments, challenges, or opportunities that had a significant impact on your career path or leadership style?

A defining moment was stepping into the Global Media Procurement Lead role. This was a masterclass in interpersonal skills and understanding multicultural codes; it taught me that navigating high stakes requires a deep grasp of people behaviors and a "progress over perfection" mindset—lessons that ultimately earned me the promotion. The career challenge on my path was staying agile enough to pivot at the speed of marketing. I aim to be "quietly structured"—providing the guardrails that allow creative minds the space to flow without feeling restricted. It’s also about speaking their language; I never use the word "savings" in front of a CMO. Instead, we talk about a "save-to-invest" strategy, showing how efficiency in one area directly fuels brand growth in another.

As a leader, how do you foster a positive and inclusive work culture within your teams?

I believe inclusion is an active choice, not a passive policy. I foster a "psychological safety" environment where every team member feels empowered to challenge the status quo. Driven by my passion for progressive technology, I’ve become an AI advocate, demystifying these tools to ensure that innovation isn't an exclusive club but an accessible way for everyone to elevate their work. As a mother of two young children, an inclusive work culture is deeply personal to me. I believe in respecting personal boundaries and approaching every colleague as a "real human" first, acknowledging the different circumstances and "morning rushes" they manage before they even start their workday. Culture is built in these small, empathetic moments: active listening, celebrating diverse perspectives, and providing a platform for quieter voices.

In regard to inspiring women to step into the wonderful world of marketing procurement, why is this important to you personally, and how is this a regular part of your day-to-day role at eBay?

For me, this is about shifting the narrative of procurement from the "old boys' club" to a strategic discipline where emotional intelligence and relationship-building are superpowers. Personally, I want to show that you can manage a complex global project while leading with empathy. In my day-to-day role at eBay, I’m constantly energized by the sheer variety this category offers compared to more traditional ones. Because the agency landscape moves at lightning speed, you are forced to be externally focused and agile. It is an incredible playground for developing high-level leadership skills, strategic thinking, and creative negotiations. You aren't just buying a service; you are navigating an innovative ecosystem where your ability to think commercially and creatively is what actually drives the partnership forward.

From your perspective, how is work culture changing across marketing procurement, and what progress are you most encouraged by, especially for women in the industry?

The industry is finally recognizing that soft skills—empathy, relationship management, and strategic influence—are actually the hardest and most valuable skills to master. I am most encouraged by the rise of women in senior procurement roles who are leading not just on savings, but on ESG, AI integration, and creative excellence. The "seat at the table" is no longer a request; it’s an expectation.

For women who are earlier in their careers or aspiring to leadership roles in marketing procurement, what advice would you share based on your own experience?

Three things: Be curious, be courageous, and be tech-forward. Don’t wait until you are 100% ready for a role to apply for it—growth happens in the gap between what you know and what you’re about to learn. Build your network horizontally as well as vertically; your peers today are your collaborators tomorrow. Finally, lean into technology; in the modern procurement landscape, being a proactive adopter of AI is your greatest competitive advantage.

ProcureCon Marketing are thrilled to announce that Katerina will be speaking at the 2026 conference - register today to hear her insights.