The Strategy Behind Canva’s B2B Growth with Emma Robinson and Kristine Segrist

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Feb 12, 2026

Kristine Segrist, Global Head of Consumer Marketing at Canva, leads large-scale brand and performance campaigns. Emma Robinson, Head of B2B Marketing at Canva, focuses on product-led growth and enterprise scaling. They discuss blending B2B and B2C approaches, turning free users into enterprise deals, measuring marketing impact, data science for decisions, and creative brand bets like the Love Your Work campaign.

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ADVICE

Use Data Science To Drive Next Best Actions

Use a cross-functional data science team to find product signals and surface the next best action for users.
Emma Robinson says this lets marketers suggest adjacent features to deepen usage without guessing.

INSIGHT

Balance Data With Big Creative Bets

Data should empower creativity, not limit it to incremental tests.
Emma warns that some big brand plays won't show precise spreadsheet math but build long-term equity and momentum.

ANECDOTE

Canva Create Festival Example

Canva runs Canva Create, a 5,000-person festival to personify the brand and spark creative experiences.
Emma Robinson says the event mixes confetti, musical numbers, and product tracks to serve varied audiences.

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#329 | Dave is joined by Emma Robinson, Head of B2B Marketing at Canva, and Kristine Segrist, Global Head of Consumer Marketing at Canva, to break down how Canva is scaling growth across both enterprise and consumer audiences. They talk about how Canva balances brand-building with pipeline accountability, how they turn bottom-up product adoption into enterprise deals, and why brand investment is a long-term growth lever. Emma and Kristine also share how their team structure, data science investments, and creative bets like the Love Your Work campaign help Canva scale without losing the brand identity that made them famous.

Timestamps

(00:00) - – Intro
(03:18) - – Canva’s marketing org structure
(06:18) - – Blurring B2B and B2C
(11:18) - – How Canva measures marketing impact
(16:18) - – Turning free users into enterprise deals
(21:18) - – Data science’s role in marketing
(24:18) - – Balancing brand bets with ROI
(31:44) - – Inside the “Love Your Work” campaign
(38:44) - – How Canva executes large campaigns
(42:44) - – Building enterprise credibility and trust
(45:44) - – FedEx case study on brand governance
(49:44) - – Lessons from Google and Meta
(53:44) - – Why creativity is a marketing superpower
(55:44) - – Closing thoughts

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