Zach Kitschke, the global chief marketing officer at Canva, embodies a unique blend of creativity and chaos, driven by a passion for storytelling. Outside his professional life, Kitschke enjoys reading and snowboarding, reflecting his diverse interests.
In a recent interview, Kitschke shared insights on his experiences in the advertising world and life beyond it.
When asked what three items he would bring to a desert island, he replied: a fully loaded Kindle, a beach umbrella, and matches to start a fire. He also revealed that his favorite podcast is “The Daily” from the New York Times.
Kitschke highlighted snowboarding as one of his significant passions outside of work, noting that he fell in love with the sport after trying it for the first time in his twenties. He expressed a long-standing dream of being a journalist, emphasizing his love for storytelling and understanding the world.
He cited Apple’s Mac vs. PC campaign as his favorite campaign of all time, praising it for its ability to disrupt the category and capture Apple’s unique personality.
Looking ahead, Kitschke shared that Canva’s primary focus for the next year is to expand its presence in the enterprise sector, following its success with 190 million consumers globally. He views this as an exhilarating opportunity to grow the business and increase its impact in workplaces around the world.
Kitschke remains enthusiastic about the role of public relations and organic social media, which have been crucial in building community relationships at Canva. He believes these channels can effectively drive awareness without requiring large budgets.
Regarding budget allocation, he mentioned that Canva takes a long-term approach, aiming to empower global design while balancing brand-building initiatives with immediate performance marketing efforts.
As for challenges, Kitschke considers the need to shift brand perception in B2B markets an opportunity. He aims to position Canva as a leader in making creativity accessible within organizations, noting that many employees lack formal design training.
He expressed pride in Canva’s “What Will You Design” campaign, which has effectively communicated its value in workplaces. The campaign has evolved over three years, significantly increasing unaided brand awareness.
Looking five years into the future, Kitschke hopes Canva will be further along in its mission to empower design globally. He emphasized the company’s commitment to equality and education, highlighting their efforts to support over 70 million students and teachers, with aspirations for further impact.