Canva is one of the world's most loved visual communication platforms, with 285+ million monthly active users across 190+ countries. We're not a template tool. We're an AI-powered visual work platform that's replacing legacy tools across design, documents, presentations, video, and websites.
In Mexico, Canva is one of the most loved consumer brands. People use it every day, recommend it to friends, show you designs mid-conversation. That kind of brand love is genuinely rare, and it's already here.
What hasn't been built yet is a real marketing engine for the country. We have strong product-market fit and awareness, but significant headroom in penetration and monetisation. Mexico is one of Canva's priority growth markets globally, and international expansion is a strategic pillar. We're investing in local-first leadership to unlock the next phase of growth. That's the problem you'd be hired to solve.
The opportunity
This is not a "run the playbook" role. We're hiring a marketing leader who will build the brand in Mexico, not just manage campaigns. You'll own the full marketing P&L for the Mexico market, be the strategic marketing partner to the Country Manager, and be accountable for closing the gap between where we are and where we need to be on MAU, ARR, and brand health.
You'll lead brand and performance marketing end-to-end, with education as a critical growth vector.
We want someone who has built brands before, not just optimised funnels. Someone who understands that fame-driving campaigns consistently outperform, that creative quality is the highest-leverage variable in marketing effectiveness, and that brand building and performance marketing are not in tension when done well.
What success looks like
In the first three months: you've done the work to understand the Mexico market deeply. You've built a clear point of view on what marketing should prioritize and why, backed by data and a real read on local consumer behavior. You've worked with the
Country Manager to stress-test it. You know what you're going to do and what you're not.
In the next three months: you're executing. You've pulled together the right resources (internal team, global marketing, external agencies), you're delivering against a plan you can defend with data, and you're building a team that sets a high bar.
Within 12 months, you've delivered measurable results against a clear scorecard:
MAU acceleration: closed the gap between current trajectory and the Mexico MAU target, with a step-change in organic acquisition and activation.
ARR contribution: measurable contribution to Mexico ARR through conversion, upsell, and paid penetration.
Non-buyer unaided awareness: baseline set and moved meaningfully among non-users.
Category Entry Point (CEP) association: measurable memory links built between Canva and priority CEPs in Mexico.
Creative effectiveness: all brand creative meeting Zappi testing thresholds (70+ Brand and Sales Impact), 3-5 DBAs deployed consistently, fame-oriented campaigns live.
Education MAU: teacher-led (K-12) and student-led (Higher Ed) bottom-up growth, with education MAU as a growing share of total Mexico MAU.
ROAS: positive return on ad spend demonstrated via Market Mix Model across 6-12 month measurement windows.
Regional enablement: tangible uplift in marketing quality, with playbooks shared, planning supported, and standards raised.
What you'll do
Mexico market ownership
Own the Mexico marketing strategy end-to-end, aligned to global and regional priorities. Build the plan, own the number, adjust in real time.
Drive integrated brand, performance, and lifecycle plans to accelerate MAU growth and contribute directly to ARR. Articulate a clean revenue story: paid penetration, conversion, ARPU, CAC/payback.
Build and execute a brand strategy grounded in Canva's advertising principles: fame-oriented campaigns, single CEP per creative, 3-5 DBAs deployed early, creative tested via Zappi (70+ threshold), and CEPs mirrored across brand and performance marketing.
Define clear Mexico market positioning to deepen penetration across a broad population.
Scale brand marketing to grow non-buyer unaided awareness, consideration, and long-term brand equity. Balance short-term growth with sustained brand building.
Lead a disciplined, full-funnel performance strategy grounded in experimentation and optimisation, supported by an in-house media buying team and local creative strategists.
Ensure creative excellence and cultural relevance. Creative must be locally conceived.
Partner closely with Localization, Product, Content, and Partnerships to unlock growth opportunities.
Lead a high-performing Mexico marketing team with clear goals, a weekly operating cadence, and direct accountability to scorecard metrics.
Education as a growth vector
Own the Mexico education marketing strategy: K-12 teacher-led bottom-up adoption and Higher Ed student-led campus growth.
Build teacher community and creator networks as the primary distribution layer. Scale Canvassador programs, classroom-ready content, and social-driven discovery.
Drive student acquisition through campus ambassadors, peer-to-peer spread, and moments that matter (orientation, portfolios, internships).
Coordinate with the Mexico education lead and institutional sales team: use bottom-up usage signals to prioritise districts and campuses for conversion.
You're probably a fit if you have
12+ years in marketing, with at least 5 years in senior leadership roles at scaled consumer technology or digital platform companies.
Proven brand builder. You have personally led brand campaigns that demonstrably shifted unaided awareness, consideration, or brand equity in a measurable way. We will ask you to walk us through the evidence.
Deep fluency in both brand and performance marketing. You understand that CEPs drive brand salience, that creative quality is the #1 lever in campaign effectiveness, and that brand and performance are orchestrated together, not run as separate workstreams.
Track record of accelerating MAU or user growth in a consumer product. You can articulate a clean growth thesis backed by data, not just intuition.
Experience leading full-funnel marketing: media buying, creative strategy, lifecycle, conversion. You understand ROAS, MMM, and can set up a measurement framework.
Strong creative judgement. You can brief agencies, evaluate creative against effectiveness principles, and know when work is good enough vs. when it needs to be better.
Proven ability to build and lead high-performing teams with clear goals, psychological safety, and accountability. You set the standard, not just the strategy.
Exceptional stakeholder management at executive level. Comfortable operating in a matrix organisation with distributed authority and shared decision-making.
Data-led decision maker with a strong experimentation mindset. You don't rely on gut. You test, measure, and iterate.
Highly valued
Experience marketing in education or multi-segment environments (K-12, Higher Ed, SMB, Enterprise).
Familiarity with evidence-based marketing frameworks: first principles, distinctive assets, category entry points, mental and physical availability.
Experience advising or enabling marketing teams across multiple markets or regions.
Genuine familiarity with Canva as a product. We expect you to have used it, not just researched it for the interview.
Team and reporting
You'd report directly to the Mexico Country Manager. The local team today is around 4-6 people, expected to grow to 15-20 (a mix of direct reports, embedded resources, and contractors). Performance marketing has a dedicated resource in Mexico. You'd also manage relationships with creative, media, and production agencies.