Zach Kitschke, the global chief marketing officer at Canva, embodies a blend of chaos and creativity in both his professional and personal life. Kitschke is not only a key player in the marketing realm but also enjoys reading and snowboarding in his downtime.
In a recent interview with B&T for the CMOs To Watch series, Kitschke shared insights on marketing, creativity, and his ambitions. When asked what three items he would bring to a desert island, he mentioned a fully loaded Kindle, a beach umbrella, and matches for starting a fire.
On other personal preferences, Kitschke pointed out that he enjoys “The Daily” podcast from the New York Times. Additionally, he revealed that snowboarding stands out as one of his passions, having first tried it in his twenties and quickly becoming an enthusiast.
If not in his current role, Kitschke envisioned a career in journalism, drawn to storytelling and understanding the world. He reflected on the brilliance of Apple’s Mac vs. PC campaign as his favorite advertising campaign, noting its ability to disrupt the category and portray Apple’s distinct personality.
Looking ahead, Kitschke emphasized Canva’s focus on expanding its presence in the enterprise sector over the next year, aiming to enhance its impact in workplaces globally. He remains excited about leveraging public relations and organic social media, which have been crucial in building community relationships at Canva, demonstrating that effective marketing doesn’t always require a hefty budget.
Kitschke discussed the importance of balancing long-term and short-term marketing strategies, highlighting the necessity of cultivating brand identity while also pursuing immediate performance marketing efforts. He views current challenges in the marketplace as opportunities, particularly in altering brand perception as Canva boosts its B2B initiatives.
He expressed pride in the “What Will You Design” campaign, which has effectively showcased Canva’s value proposition in the workplace, as well as significantly increasing brand awareness over time.
Looking forward five years, Kitschke hopes to see Canva further its mission to empower global design capabilities. He is particularly passionate about the company’s educational initiatives, which currently benefit over 70 million students and teachers, with aspirations for even broader impact.