Zach Kitschke, the global chief marketing officer at Canva, leads a life that beautifully balances creativity and chaos. Beyond his professional commitments, Kitschke enjoys reading and is passionate about snowboarding.
In an interview with B&T, Kitschke shared insights about the advertising world and his personal interests.
When asked what three items he would bring to a desert island, Kitschke mentioned a fully loaded Kindle, a beach umbrella, and matches to start a fire. He also shared that his favorite podcast is “The Daily” from the New York Times.
Kitschke highlighted snowboarding as one of his top passions outside of work. He first tried it in his twenties and quickly became enamored with the sport. As for alternate career paths, he revealed that childhood aspirations included becoming a journalist, driven by his love for storytelling.
Reflecting on standout advertising campaigns, Kitschke praised Apple’s “Mac vs. PC” campaign for its disruptive approach and effective brand personality portrayal.
Looking ahead, Kitschke emphasized a critical priority for Canva over the next year: expanding into the enterprise market. With 190 million users worldwide, he sees a significant opportunity for the brand to enhance its presence in new markets and business sectors.
Kitschke expressed excitement about the importance of PR and organic social channels, which played vital roles in Canva’s community engagement during its early days. He believes these channels create authentic connections without requiring large budgets.
When discussing marketing budget allocation, Kitschke indicated a focus on long-term strategies to achieve Canva’s mission of empowering global design. He stressed the importance of both brand-building investments and short-term performance marketing efforts.
One of his biggest opportunities in the marketplace is shifting brand perception as Canva intensifies its B2B initiatives. He believes that as workplaces become more visual, Canva is well-positioned to champion creativity and productivity among non-designer employees.
Kitschke expressed pride in Canva’s “What Will You Design” campaign, which effectively communicates the brand’s value in professional settings. The campaign has successfully enhanced brand awareness significantly over the past three years.
Looking five years ahead, Kitschke envisions continued progress in Canva’s mission to empower global design. He is particularly passionate about the company’s educational initiatives, which currently support over 70 million students and teachers, with aspirations for further expansion.