What is it like to work in marketing for a wildly successful SaaS company? How do product roadmaps work when AI is rapidly impacting design? And how can you influence or change habits when it comes to software usage?
We caught up with Amanda Zafiris, Head of Marketing for Europe at Canva, to find out more about working at the platform that has grown to employ 4,500 employees in a little over a decade.
Econsultancy: What’s fun and not so fun about working for such a well-recognised brand?
Amanda Zafiris: With Canva now used by over 190 million people around the world, it’s been fulfilling to see how our platform’s been adopted not just by large enterprises, but by nonprofits, educational institutions, and individuals leveraging our tools to help start their own business.
One important factor in Canva’s success has been the strong internal devotion to our brand and product. Our global team of 4,500 employees are key to us developing and building our platform. All employees are encouraged to test out new products and features, and provide feedback – we call this “customer zero”; having our own team act as the initial consumers of our products provides invaluable insights and refines our product to the best of its ability. Despite our rapid growth in recent years, it’s amazing to see the trust in the team remain as we scale our product.
Recently, we unveiled a refreshed brand identity designed to scale globally and connect locally…
As we continue supporting the visual communication needs of creative hubs globally, one of our main focuses is global expansion and ensuring our product is ready to launch in local markets. While this is an exciting time for the business, it also brings new opportunities, including the need to adapt to local nuances, produce relevant content in local languages, and ensure we’re providing the best user experience in all corners of the world.
I am a big believer that if you can get it right in Europe, you can probably get it right anywhere given the region’s diversity. When entering new markets, relying on our international marketing teams has been key to getting under the skin of creative and cultural touch points, conversations, and the local psyche. Recently, we unveiled a refreshed brand identity designed to scale globally and connect locally, doubling down on Canva’s mission to empower the world to design.
E: Magic studio – what is proving a hit, and what’s not? How difficult is it to have a product roadmap at the moment, when innovation and acquisitions are happening?
AZ: Our product roadmap is fundamentally driven by two aspects: our mission and the evolving needs of the growing user base. Embracing innovative technologies, such as AI, is a crucial part of that journey.
During the last few years, Canva’s investment in AI hasn’t been a reaction to market trends; it’s a strategic move to reshape the creative toolkit for users worldwide. From launching our background remover in 2019 all the way to acquiring Leonardo.AI last month, our AI tools have shown great potential in driving efficiency and creativity in the workplace and beyond.
[Magic Studio] consolidates the functions of hundreds of separate online tools, each with their own subscription cost, into one powerful platform.
Magic Studio, our suite of AI tools launched in October last year, has been used over 7 billion times since introduced. What has particularly appealed to our users is its simplicity – it consolidates the functions of hundreds of separate online tools, each with their own subscription cost, into one powerful platform.
E: How ingrained are people’s habits with software, how quickly can they change, and how can you influence that change?
AZ: People tend to develop deeply ingrained habits with the software they use. Changing these habits can be a slow and challenging process, often requiring significant time and effort. However, the key to this lies in simplicity. When you provide a straightforward and easy-to-use solution, people are more likely to embrace new software.
However, the sheer number of digital tools available today has made it increasingly challenging to navigate and adapt to new software. Our research revealed that 72% of CIOs consider app sprawl to be a significant barrier to innovation. To address this issue, building a centralised platform with a user-friendly interface has remained key to our product strategy, supporting users of all backgrounds.
the sheer number of digital tools available today has made it increasingly challenging to navigate and adapt to new software.
Our first decade empowered millions of individuals to achieve their goals through design. Now, we are focussed on empowering organisations to support the growing visual communication needs of every workplace around the world. Therefore, it is not just about adapting to people’s habits but staying agile to meet the evolving needs of our expanding user base.
E: What are the challenges with genAI in the enterprise, and will that impact how you go to market?
AZ: Canva is now used by over 95% of Fortune 500 companies – we’ve become really attuned to exactly what enterprises need, want and care most about. With AI, there are two factors that are mainly on business leaders’ minds: the usage – so, safety and security, and whether the technology is replacing creativity.
Employers want to ensure safe and responsible use of AI, and we widely acknowledge this. In 2023 we introduced Canva Shield as part of our launch of Magic Studio. Canva Shield provides enterprises with an advanced collection of safety, privacy, and security controls, offering an extra layer of protection through indemnification, further demonstrating our commitment to securing and responsibly managing data.
Ultimately, business leaders shouldn’t fear letting AI into their world.
Ultimately, business leaders shouldn’t fear letting AI into their world. By handling repetitive and mundane tasks, AI elevates creativity, even for those who don’t see themselves as naturally creative. From creating standout social media assets, crafting personalised email campaigns or designing visually appealing investor decks, all team members, regardless of their skill levels, can turn their ideas into reality. As a result, AI can foster a more dynamic and inclusive workplace where employees feel confident to explore bold ideas which even contribute to business growth.
E: What advice would you give to somebody starting in design today? Or perhaps, starting in B2B marketing today?
AZ: Regardless of whether you begin your career in design or in B2B Marketing, don’t be afraid to experiment and push the boundaries of your creativity, as innovation often comes from taking risks and exploring new ideas.
The second key to success lies in truly knowing your audience – understanding what they love as well as their pain points, challenges, and goals. For companies with a global presence, it’s also important to tailor strategy to local nuances.
…don’t be afraid to experiment and push the boundaries of your creativity…
For businesses to fully connect with their audiences, they need to invest in building and nurturing a community around the brand. In addition to feedback forms, it’s crucial to engage regularly with users through social media, forums, and live events. This engagement fosters loyalty and provides valuable insights to inform business decisions.
E: What recently inspired you outside of work?
AZ: Just like millions worldwide, I was glued to the Olympics over the last couple of weeks. It is not just about countries uniting to cheer for their athletes, but also the ‘friendly competition’ between brands to outdo each other with creative and engaging campaigns. With the entire world watching, appealing to global audiences is no small feat. It is all about storytelling that transcends the boundaries of sport and creating work with a global impact.
Take Visa’s Paris Olympics campaign, Team Visa. By leveraging 117 athletes with a collective 45 million social media followers, they nailed it with their social-first marketing campaign. What stood out to me was their focus on inclusivity. Instead of highlighting only the most well-known athletes, they shone a light on a diverse range of Olympians, bringing out the human side of the Games. It really made people feel like they were part of the ‘Olympic Games magic’.
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