Zach Kitschke, the global chief marketing officer of Canva, embodies a blend of chaos and creativity driven by his passion for storytelling. Outside his demanding role, he enjoys reading and snowboarding.
In an interview with B&T for their CMOs To Watch series, Kitschke shared insights about his life and career.
When asked what three items he would take to a desert island, Kitschke answered a fully loaded Kindle, a beach umbrella, and matches to start a fire. He named “The Daily” from the New York Times as his favorite podcast and expressed a deep fondness for snowboarding, which he only began in his twenties but quickly became passionate about.
Kitschke revealed that if he weren’t a CMO, he might have pursued a career in journalism, driven by his love for storytelling and understanding the world. He referenced Apple’s Mac vs. PC campaign as his favorite advertising campaign of all time, highlighting its brilliance in showcasing Apple’s identity.
Looking ahead, Kitschke indicated that Canva’s primary focus for the next year is expanding its reach in the enterprise market. With a current user base of 190 million worldwide, he sees significant opportunities for growth in new markets.
He also expressed excitement about the importance of public relations and organic social media in connecting with communities, emphasizing that impactful marketing doesn’t always require massive budgets. He discussed Canva’s long-term marketing strategy, which includes both brand-building and performance-driven efforts.
Kitschke views the shift in brand perception as an opportunity as Canva enhances its B2B strategies. He noted that as workplaces become more visual, there’s a chance for Canva to be synonymous with creativity and productivity.
He highlighted pride in Canva’s “What Will You Design” campaign, which has effectively communicated their value in the workplace and significantly boosted brand awareness over the past three years.
In envisioning the future, Kitschke hopes that Canva will continue to fulfill its mission to empower individuals to design. He emphasized the company’s commitment to education, as it currently supports over 70 million students and teachers, and expressed enthusiasm for expanding these efforts further.