In this International Women’s Day interview, Ekaterina Kharitonova, Global Media Procurement Leader at Bayer, shares the bold career moves and defining moments that shaped her leadership. From global roles to championing inclusive cultures, she reflects on resilience, opportunity, and why inspiring more women into marketing procurement truly matters.

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’ve spent over 20 years in media, it’s truly my passion. I’ve always been fascinated by the power of ideas, storytelling, and how brands connect with people. Moving into marketing procurement wasn’t a departure from that passion, but rather a way to explore it from a different angle. I was curious to understand the industry more holistically, not just from the inside of media and agencies, but across the broader ecosystem. Procurement gave me the opportunity to connect more closely with the wider industry, build strategic partnerships, and bring the best of the outside world into the organization. That perspective, blending commercial rigor with creative ambition, has shaped my journey to where I am today.

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

One of the most defining experiences in my career was building a department and team from the ground up. We were given a remarkable amount of trust and freedom: freedom to experiment, discover, challenge conventions, and create something new. It felt very much like a start-up environment within a larger organization. That entrepreneurial spirit brought out the very best in the team and our partners. A great example was when we built an ecosystem where five agencies operated as one integrated team. By aligning around shared outcomes rather than silos, we were able to outperform the market. That experience shaped my leadership style: trust people, create space for experimentation, and focus on collective outcomes over individual territories.

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

Today, I often lead peer teams rather than traditional hierarchical structures. In that environment, influence comes from inspiration and collaboration. I foster curiosity by sharing my genuine passion for media and the advertising industry. I invite people to work with me not because they are subject-matter experts, but because they are curious, because they want to learn, challenge assumptions, and bring fresh perspectives. Inclusion, to me, means creating a space where different backgrounds and ways of thinking are welcomed and valued. When people feel safe to explore and question, creativity and performance naturally follow.

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?

Marketing procurement sits at a unique intersection of creativity, strategy, and commercial impact, and that combination is incredibly powerful. I believe women bring a natural strength in navigating complexity, building relationships, and connecting seemingly unrelated dots – all critical skills in our field. In my day-to-day role, I try to advocate for diverse voices in key conversations. Sometimes it’s through mentorship, sometimes through simply ensuring someone’s idea is heard. Small actions, consistently taken, can create meaningful change.

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 role of marketing procurement is evolving significantly. We are no longer just managing costs; we are enabling growth, connecting the dots across a complex ecosystem of agencies, platforms, data, and technology. We help organizations make smarter, more integrated and informed decisions. What encourages me most is the increasing recognition of procurement as a strategic partner rather than a gatekeeper. That shift opens the door for more diverse leadership styles: collaborative, empathetic, and influence-based leadership, where many women excel.

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?

Stay open-minded and stay curious. Don’t limit yourself to a narrow definition of what procurement “should” be. Explore the industry broadly: understand creativity, technology, finance, and strategy. The more dots you can connect, the more valuable you become. Be brave enough to ask questions, even when you feel you should already know the answer. Seek environments that give you freedom to experiment and learn. And most importantly, trust your voice. Leadership isn’t about fitting into a predefined mold, but rather about bringing your unique perspective, energy, and creativity to the table.

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