Anna Fedotova is a Global Category Manager for Sales & Marketing at Husqvarna Group, leading strategic initiatives across media, agency models and marketing procurement. Her work focuses on transforming how organization drives value from marketing spend — moving beyond cost control towards greater transparency, effectiveness and business impact. Anna has been actively involved in reshaping agency ecosystems and building more direct partnerships with key platforms such as Google and Meta. She is particularly interested in bridging the gap between procurement and marketing, aligning stakeholders on shared definitions of value, and enabling smarter decision-making in complex, multi-market environments.