Canva's New B2B Chief Markets a Shift Toward Enterprise Dominance

Canva's Strategic Pivot Toward Enterprise Adoption

Canva, the visual design and collaboration platform, has appointed Meghan Gendelman as its new B2B Chief Marketing Officer. This move signals a strategic shift for the company, which has long been associated with individual and small-team use but is now focusing on deeper enterprise adoption. Gendelman, who brings extensive experience from senior marketing roles at DocuSign and Salesforce, will lead Canva’s efforts to embed its platform more deeply within large organizations, particularly as AI becomes a critical component of workplace tools.

In a LinkedIn post confirming her appointment, Gendelman highlighted the evolving nature of work, describing today’s workplace as increasingly visual, collaborative, and AI-driven. She emphasized that creativity remains a key differentiator for organizations, even as automation accelerates execution. Gendelman’s appointment reflects Canva’s ambition to transition from a tool individuals enjoy using to one that organizations rely on at scale.

The Role of AI and Governance in Canva's Enterprise Push

Gendelman’s focus will be on moving Canva into a more central role within companies, particularly as its usage expands from isolated teams to broader enterprise deployments. She noted that 95% of the Fortune 500 already use Canva in some capacity, often starting with small teams before spreading across departments. This expansion, she argued, creates an opportunity to build a “shared, secure, always-on-brand way of working,” with Canva serving as the foundation for consistent and scalable creative output.

A key aspect of Canva’s enterprise ambitions is its emphasis on governance and control. As AI becomes more integrated into everyday work tools, Gendelman positioned Canva as a platform that helps organizations move from “imagination to execution.” This framing aligns with Canva’s broader vision of supporting speed, scale, and consistency while maintaining brand standards.

Canva's Long-Term Vision: Doing Well and Doing Good

Gendelman’s decision to join Canva was influenced by the company’s two-step plan: first, to build one of the world’s most valuable companies, and second, to leverage that position to do broader social good. She stressed that at Canva, “doing well and doing good isn’t a tradeoff,” but rather a core strategy. This dual focus on commercial success and social impact underscores Canva’s commitment to using its platform to create positive change.

As Canva continues to grow, its emphasis on creativity as foundational infrastructure for modern work environments positions it as a key player in the evolving landscape of enterprise technology. With Gendelman at the helm of its B2B marketing efforts, the company is poised to solidify its role as a critical tool for organizations navigating the intersection of creativity, collaboration, and AI.