Kristine Segrist

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.

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.

Emma Robinson, Head of B2B Marketing at Canva, and Kristine Segrist, VP of Consumer Marketing, share insights into Canva's success. They explore how Canva turns free users into enterprise clients by utilizing product signals. The importance of balancing brand-building with measurable ROI features prominently, alongside their innovative 'Love Your Work' campaign. They discuss leveraging data science for creative marketing strategies while maintaining an approachable brand identity, highlighting how their flat organizational structure fosters collaboration and drives growth across diverse audiences.