Brand Marketing Lead - Affinity

Affinity apps have quickly become some of the most well respected professional creative apps available, winning multiple awards including an Apple Design Award and App of the Year, as well as thousands of 5-star customer reviews from around the world.

The Affinity Web Team is responsible for the primary sales channel for these apps. We sell to millions of customers worldwide, supporting different locales whilst ensuring a high standard of accessibility and user experience (UX) helping to ensure everyone can access our industry leading graphic design software.

Our mission is to continue to evolve our platform to become more secure, robust and scaleable to meet the increasing demand for Affinity software as well as working on new integrations touching many other departments such as Help & Support, Cloud Services and Marketing.

After becoming part of the Canva family, we’re now entering an exciting era of expansion and collaboration, requiring a new take on our current line up of services.

As Affinity scales, change continues to be part of our DNA – we like to think that's all part of the fun though. We’ve provided a breakdown of the type of things you'll be working on when you start, but this will likely evolve.

At the moment, this role is focused on:

• You'll closely partner with leaders across the Affinity team to devise and roll out a holistic multi-year brand campaign strategy tailored to multiple markets with specific growth objectives.
• You will take a very hands on approach to campaign planning and media buying from day one, collaborating across the business on key deliverables such as creative and communications
• You’ll ensure the Affinity brand strategy aligns seamlessly with the Canva group’s company goals and global Marketing Supergroup spanning Brand Marketing, PR & Comms, Social & Content, Partnerships, and Creative
• As the first Brand Marketer on our Affinity marketing team, you'll have the unique opportunity to build Canva's brand strategy around the world from the ground up
• Your primary goal for 2024/25 will be to execute this brand strategy, making Affinity a trusted and recognised brand by creative professionals in all of our key markets
• Architect, drive, and oversee Affinity’s brand identity in all key markets, elevating brand recognition and engagement across all media, encompassing digital, TV, radio, OOH, and print
• Innovatively position Affinity as the world’s most trusted creative software brand with products made for creatives, by creatives.
• Formulate an exhaustive brand strategy in tight collaboration with the Head of Creative, Head of Communications, Head of Engagement and Director of Marketing
• Coordinate with the Localisation Manager on localised initiatives, content, and creatives
• Champion the development and execution of a media buying strategy
• Collaborate with the Head of Communications on a regional PR, Events and Partnerships blueprint in tandem with the Brand campaigns you will own
• Evaluate and communicate the efficacy of our brand and campaigns by continuously monitoring and reporting on branding effort KPIs (unaided brand awareness)Investigate the competitive scene and local user patterns to pinpoint Affinity's ideal brand positioning
• Uphold our brand's integrity, ensuring a consistent tone of voice that mirrors our values
• Collaborate with the wider Affinity marketing team to adapt brand and social campaigns that resonate culturally and meet our business objectives
• Expand new initiatives that echo our mission and brand values within our communities

What are we looking for?

• 8+ years of brand marketing experience, preferably with consumer brands boasting large audiences
• Proven hands on experience at planning wide reaching brand campaigns across multiple territories
• Hands on proficiency in media buying across diverse channels, including TV, print, and OOH
• Multiple languages and international experience is a huge advantage
• Profound grasp of multiple cultures, consumer tendencies, and market inclinations
• A creative strategist with firsthand experience in brand strategy and content creation
• Prior experience with B2C tech, internet, or SaaS brand development is advantageous
• Preference for those familiar with startup sectors or emerging consumer brands
• Capability to harmonize overarching goals with immediate needs and projects
• We're searching for a passionate individual who believes in Canva's mission and has a keen understanding of the German market
• Someone who is both strategic and hands-on, with a knack for crafting compelling brand stories tailored to local nuances
• Experience in consumer brand marketing is essential, and a collaborative spirit is a must

Achieving our ambitious goals motivates us to work hard – and we do – but you'll experience lots of moments of magic, connectivity and fun woven throughout life within Affinity and the rest of the Canva group, too. We also offer a range of benefits to set you up for every success in and outside of work.

Here's a taste of what's on offer:

• Equity packages (we want our success to be yours too!)
• Inclusive parental leave policy that supports all parents & carers
• An annual Vibe & Thrive allowance to support your wellbeing, social connection, office setup & more
• Flexible leave options that empower you to be a force for good, take time to recharge and supports you personally
• Free communal lunches every week to bring together meeting of minds over a plate of delicious food

Check out lifeatcanva.com for more info.