Katherine Freeley has worked for major agencies as well as large multinational marketers—from Colgate Palmolive to now Novartis… as Global Head Media & Digital Procurement. While she’s always been a driver of digital transformation in Global Marketing and Media, she is also a passionate believer that marketing procurement can play a far more meaningful role in both achieving brand goals and enabling more rewarding client-agency relationships. For Katherine, it all begins with simplification and alignment. Today we talk about unnecessary complexity, redefining KPIs, and associating objectives with success.