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. The team is already in place (all contractors, working across performance and creative side by side, mirroring the Brazil structure), so you inherit people from day one. But you'll run it scrappy: not like a team of 30 with unlimited budget, but like someone who gets things up and moving fast.
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.
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
Plan and own the Mexico marketing strategy end-to-end, aligned to global and regional priorities. Build the plan, own the number, adjust in real time.
Turn growth goals into integrated brand, performance, and lifecycle plans that accelerate MAU and contribute directly to ARR. Articulate a clean revenue story: paid penetration, conversion, ARPU, CAC/payback.
Define 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.
Run a disciplined, full-funnel performance strategy grounded in experimentation and optimisation, supported by an in-house media buying team and local creative strategists.
Lead brand marketing to grow non-buyer unaided awareness, consideration, and long-term brand equity, balancing short-term growth with sustained brand building.
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.
Own the Mexico education marketing strategy across both motions: teacher-led bottom-up adoption in K-12 and student-led campus growth in Higher Ed, with the Mexico education lead reporting into you.
Build community as the primary distribution layer (Canvassador programs, campus ambassadors, creator networks, classroom-ready content), and turn bottom-up usage signals into a prioritised list of districts and campuses for the institutional sales team.
Team and reporting
You'll report directly to the Country Manager for Mexico and be their strategic marketing partner. There's no matrix reporting line into regional marketing leadership; global marketing (brand, growth, bar-raising) supports you rather than manages you. You inherit an existing team of contractors structured across performance and creative, and you'll raise the bar on it as you go.
You're a fit if you have
Must-haves
12+ years in marketing, with at least 5 years in senior leadership roles at scaled consumer technology or digital platform companies.
A proven track record as a 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.
A track record of accelerating MAU or user growth in a consumer product, with 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.
Enough performance marketing depth to lead and challenge the people executing it, even if you didn't come up through performance yourself.
A scrappy operating style: you build the engine with what you have, not with a big team and an unlimited budget.
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 and accountability. You set the standard, not just the strategy.
Data-led decision making with a strong experimentation mindset. You test, measure, and iterate.
Nice-to-haves
Background in community-building or creator-economy marketing.