Zach Kitschke, the Global Chief Marketing Officer of Canva, blends creativity with chaos in his professional and personal life. He shares insights about his experience in advertising and his passions outside work in an interview with B&T.
When asked about essential items for a desert island, Kitschke mentions a fully loaded Kindle, a beach umbrella, and matches for making a fire. His favorite media includes “The Daily” from the New York Times.
Kitschke’s enthusiasm for snowboarding emerged later in life, but he found a strong passion for it after trying it for the first time in his twenties. He reveals that if he were not in his current role, he would have pursued a career in journalism, driven by his love for storytelling and understanding the world.
Among the campaigns that inspire him, Kitschke cites Apple’s Mac vs. PC as a standout, showcasing Apple’s distinctive personality and disrupting the category. Looking ahead, his primary focus for Canva involves expanding into the enterprise space, aiming to enhance their impact and reach within workplaces globally.
Kitschke expresses excitement about the role of public relations and organic social media in fostering relationships with Canva’s community, highlighting that impactful marketing does not always require large budgets. He advocates for a balanced approach to budget allocation, emphasizing the need for both long-term brand building and short-term performance marketing.
As Canva shifts to prioritize B2B efforts, Kitschke sees the transition of brand perception as a pivotal opportunity. He aims to maintain the company’s role as a leader in the design space, especially as visual communication becomes increasingly important in the modern workplace.
He takes pride in the “What Will You Design” campaign, which effectively communicates Canva’s value in various workplace scenarios and has significantly boosted brand awareness.
Looking five years ahead, Kitschke envisions continuing the mission of empowering global design, aligning with Canva’s Two Step Plan that aims to become a valuable company while making a positive impact. He remains passionate about educational initiatives, supporting millions of students and teachers, with much more to achieve in that area.