The WARC Podcast The Effective CMO: Canva's Kristine Segrist
Aug 14, 2025
Kristine Segrist, Global Head of Consumer Marketing at Canva, reveals the transformative journey of Canva from a startup to a global design leader. She discusses how community feedback and tailored marketing strategies fuel growth and adapt to diverse markets. Kristine also dives into Canva's ambitious goal of reaching one billion users, emphasizing the role of user feedback and storytelling. Furthermore, she explores how generative AI enhances creativity while maintaining authenticity in marketing.
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Product As The Fastest Path To Ideas
- Canva positions itself as the shortest path from idea to tangible creative output for any user.
- Kristine Segrist frames the product as enabling collaboration and rapid iteration across many formats.
Challenger Mindset Drives Growth
- Canva keeps a challenger mindset: scrappy, iterative, and focused on running its own race.
- Kristine Segrist points to the community as the continual source of inspiration for product and marketing.
Set Strategy Then Metrics Before Execution
- Define the strategic context and translate it into local measurable milestones before acting.
- Align teams on metrics so they can move fast with minimal check-ins.