Zach Kitschke serves as the global chief marketing officer for Canva, blending creativity with chaos in his professional life. Outside of work, he indulges his love for reading and snowboarding. In a recent discussion with B&T, Kitschke shared insights into the advertising world and his personal interests.
When asked what three items he would take to a desert island, Kitschke humorously stated he would choose a fully loaded Kindle, a beach umbrella, and matches to start a fire. His favorite listening and viewing choices include “The Daily” podcast from the New York Times, reflecting his media interests.
Kitschke identified snowboarding as one of his greatest passions, claiming he became enamored with the sport after trying it for the first time in his twenties. Reflecting on career alternatives, he expressed a long-held ambition to be a journalist, driven by his curiosity and love for storytelling.
Discussing his favorite advertising campaign, Kitschke praised Apple’s Mac vs. PC campaign for its effectiveness in portraying the brand’s identity and disrupting the market. Looking ahead, Kitschke emphasized the top priority for Canva in the next year: expanding into the enterprise space after establishing a strong consumer base of 190 million worldwide.
He highlighted the importance of public relations and organic social media in fostering community relationships and stressed the effectiveness of these channels, irrespective of budget size. Kitschke articulated Canva’s long-term marketing strategy, balancing brand building with immediate performance efforts, echoing the need to plant seeds for future growth while reaping short-term rewards.
He views the transition to B2B marketing as a significant opportunity to shift brand perception and drive employee adoption in workplaces where design skills are not common. Kitschke expressed pride in the “What Will You Design” campaign, which has effectively communicated Canva’s workplace value and significantly boosted brand awareness.
Looking five years into the future, Kitschke hopes to see Canva advance in its mission to empower global design and further enhance educational opportunities, currently serving over 70 million students and teachers.