From Grit to Greatness: Kat’s Path to the ANA AFM Stage and the Future of Marketing Procurement
Kat (aka Kathryn Higgins Budzien, Director of Marketing & Sales Procurement at Post Holdings) and I met at an ANA AFM conference, she was one of the last speakers of the day, maybe event the conference. It was late afternoon, and Kat had declined all evening engagements the prior night to be at her A-game for her session. The room was loosing air, and coffee and snacks were helping to maintain the energy through the afternoon.
Then Kat goes onstage. From that moment, everyone in the room was hypnotized and everyone’s attention was set on the stage and Kat. Kat’s presentation was dynamic, strong on insights and — the best of all — off the beaten track in terms of topic. Fast forward until now.
When Kat got the invite to moderate the ANA Advertising Financial Management (AFM) Conference for the years 2025, her initial response was that of bemusement followed very closely by an unhealthy bout of impostor syndrome. But candidly — every single person that has worked with Kat understands that this role would suit her to a t. Consider the fact that her presentation during last year’s event was not only informative, but highly inspiring for the whole community of procurement professionals as well. It was literally a drop the mic moment.
“Of course, I was flattered,” says Kat with a grin. “But more than anything, I was relieved knowing that their minds were receptive to my message. You never really know how the room will respond to what you’re saying. I had a few bold things to communicate, and largely I think folks appreciated the candor.”
Kat’s success stems from being able to fill the divide between the two opposing worlds of procurement that’s structured and data driven, and the ever-changing world of marketing that’s fueled by creativity. It’s a difficult task, but one that Kat accomplishes while remaining authentic, calm and above everything focused on value creation.
Kat’s Secret Sauce
What is it about Kat that makes her the ideal host for the ANA AFM? For one, there is nothing that she doesn’t influence, from the procurement and marketing obstacles to the rather lighthearted “what were they thinking” moments in working with agencies. Beyond that, she is also a strong proponent of the importance of relationship dynamics.
Building trust with others doesn’t come from a spreadsheet and budget cuts medley, she notes, “You build trust by showing up, learning their world, speaking their language, and proving that you’re there to help them succeed — not just save a few bucks.”
Kat has adopted a marketing ally approach where she asks helpful questions, provides unique suggestions, and knows when to use humor.
2025 Challenges and Opportunities: Kat’s Take
Kat does not hold back when describing marketing procurement’s deepest trends, saying “They are infinite.” That includes AI, agency mergers, and workplace behavior changes.
AI: The Exciting Side, the Upsetting Side and Everything in Between
AI is like a celebrity who is adored and, at the same time, misinterpreted. In Kat’s perspective, AI is revolutionary in the world of procurement, from automating mundane activities to utilizing artificial intelligence for more rational and thoughtful decisions. But she is also cautious enough to point out that there is more to AI than joy and machine learning.
“There’s so much to uncover regarding AI, especially in procurement,” she concedes. “The technology is phenomenal, but if this isn’t taken seriously, we could be trusting a toddler with a chainsaw. It’s important to learn the intricacies before one start using it.”
At the same time however, Kat is looking at how AI could improve marketing functions like media buying and campaign performance evaluation. “There’s more to it, but at the core, I do believe education matters a great deal,” she maintains. “AI fluency is not something that you can just google your way into,” she smiles.
Agency Consolidations: The Double-Edged Sword
Agency mergers are like family reunions — sometimes they bring people closer, and sometimes they create more drama than anyone bargained for. While consolidations can streamline operations, they also tend to reduce competition and inflate costs. For procurement, this means walking a tightrope.
“We have to be nimble,” Kat says. “Consolidations can disrupt everything — from pricing structures to the way teams collaborate. Our job is to anticipate those shifts and keep the focus on delivering value.”
Kat emphasizes the importance of transparency in agency partnerships. By fostering open communication and keeping both quality and cost in mind, procurement can help brands navigate this ever-changing landscape without sacrificing their goals — or their sanity.
Marketing and Procurement: Isn’t it All the Same Seasoning?
One of the problems which never seems to go away in marketing procurement is the perception of procurement as budget police. She has a goal to shift that way of thinking.
“Marketing and procurement are, indeed, an odd couple,” as she puts it with a chuckle, one loves creativity, the other loves rules. One can be more emotional while the other tends to be more logical. But when they reach an understanding- when the two combine to create a wise-minded approach to achieving business goals — things get done in a much better way.
For Kat, this relationship starts with trust. Regular check-up meetings, joint solution finding, and a good understanding of what needs to be achieved are necessary. And she actually advocates for more marketing-oriented procurement specialists in companies. “If you do not understand what they are talking about, how do you expect them to trust you?” she says.
The Human Element in Procurement and DEI
Initially, Kat has fully championed DEI’s principles of diversity, equity, and inclusion. However, she is not keen on any of the performative utterances or buzzword bingo. For Kat, the implementation of DEI means transformative change that is entrenched into the very sinews of the organization’s being.
“Simply adding a DEI sticker to a project is not sufficient”, she notes. An active commitment to fostering an environment that welcomes, supports, and champions all people has to be woven into the fabric of a company. Otherwise, it is just an embellishment.
Kat argues that there is an area of purchasing that can be very useful in promoting DEI, more particularly in terms of agency and vendor relations. By embracing diversity and embedding responsibility in all partners, procurement has an opportunity to lead the industry and instigate systemic change.
At a personal scale, Kat has been open regarding her work-life balance. As she explains, “Between running tv shows and producing commercials and choosing fast-and-sexy over slow-and-sensible, I spent years over-prioritizing work, wearing ‘burnout’ like a badge of honor”. Now, Kat has become more committed to healthy boundaries and intentional compartmentalization in an effort to maintain focus on what matters most to her.
Today, Kat operates within her defined limits and has a healthy approach towards work. “The notion of “balance” in one’s life differs from individual to individual and looks different for everyone,” she says. For Kat, it’s just about looking after what matters — whether it is a client’s meeting or a yoga class. “If I can also fit in a Ted Lasso binge, even better”, she smirks.
Kat is a big proponent of networking and gaining knowledge from her community, and she was recently invited to attend the “Women in Marketing Procurement” event hosted by RAUS Global and AlixPartners in New York City. Although she was disappointed she couldn’t attend in person, Kat was grateful for the opportunity to join virtually. “I particularly found the session on AI and compensation insightful and I plan to draw on these learnings during the upcoming AFM conference” she said. Overall, she appreciated hearing the various perspectives shared on media and AI and will join more of the Forums.
As Kat is preparing for her new role at the ANA AFM, she is optimistic about the future. While foreseeing, she states, “Worlds where procurement is a part of the entire marketing system and is thought of as a partner instead of an add on, is where true partnership and positive business results are achieved.”
She believes that procurement is far more than just cutting costs. As she explains, “It’s a means to innovate, collaborate, and create long-lasting value.” Whether it is AI, mergers at agencies, or linking arms with marketing leaders, Kat tackles it all with humor, authenticity, and a great deal of respect towards her colleagues.
With the upcoming ANA AFM Conference, it is easy to see that Kat is not only participating in the dialogue, but she is also changing it. And based on her history, it is evident that the 2025 conference will be something to remember.
