Lisa Miller

Content Strategist

Hear from Lisa, Content Marketer

Question 1 of 8
What attracted you to join Canva?
Question 1 of 8
What attracted you to join Canva?

It was the people and the challenge that really attracted me. My colleagues in the Growth team are pushing the boundaries of growth marketing—they’re not just working within the norms of the field, they’re also looking to other industries and bringing back new ideas and solutions. I think working with really smart people is very important for your own personal growth and experience, and that’s why I love being part of this team.

My colleagues in the Growth team are pushing the boundaries of growth marketing

Even though there’s a lot of SaaS products out there, Canva is a unique and challenging problem. We’re very goal oriented in our approach, but there’s lots of room for creativity at the same time. We’re always coming up with new and interesting solutions.

Question 2 of 8
What does a Content Marketer do at Canva, and what does a typical day look like for you?

At Canva you’re very autonomous—there’s a lot of freedom to think about big ideas and develop strategies. At the same time though, it’s important to execute and deliver work that pushes the needle every day. So on the one hand I have to think about our high level content strategy and direct the content team, but at the same time there’s a lot of hands-on work to be done, from uploading content to writing marketing emails, doing SEO research and writing micro-content for various parts of the platform. I also  work with other teams, from digital design to machine learning, to improve the product and the overall quality and delivery of our content.

At Canva you’re very autonomous—there’s a lot of freedom to think about big ideas and develop strategies.

So you have to be a bit scrappy – you need to think about the big picture, but also break that down into small tactical pieces that you actually complete.

Question 3 of 8
What technologies do you use in the Growth team?

There’s a range of analytics, marketing and SEO tools we use across the team. Our analytics tools are probably the most important—when you’re running marketing experiments, data is essential. We use Google Analytics for looking at incoming traffic and data around the acquisition of users, and Amplitude to look deeper into the behaviour of our users on the site. Alongside those core technologies, there are tools like Google Optimize or the statistical tools built into other platforms, like open rate information from our email service provider. We track everything. On the SEO side we use tools like BuzzSumo, and for managing content we need to know our way around WordPress.

At every step we want to understand our goal, measure the results with tools, then bring those results back into our process. You don’t have to be an expert in every possible tool though, it’s about being flexible and using whatever technologies you need to achieve your goal.

Question 4 of 8
Tell me about a project the content team is involved in, and what problem you're solving.

Recently I’ve been working on Canva’s Learn platform. On the Learn platform you’ll find all sorts of information to help you use Canva better, or inspire you in your own job—whether you’re a social media marketer, designer, photographer, small business owner or anything else. We’re always expanding the scope of the site to include new use cases.

If you imagine a big Canva ecosystem, the core editor application is at the centre—but around that you have the template marketplace which helps people create designs, and supporting content like tutorials and articles. Every part of the ecosystem works together to empower people to do their jobs better.

Question 5 of 8
What do you find most interesting about your current role?

I really believe that work is all about the impact we have on the world. If you’re not doing something that’s aligned with your personal vision, it’s very hard to spend year-in and year-out doing it. At Canva the overall challenge is “How do we empower the world to design?”, and for me that’s a very worthwhile goal. On top of that Canva has a lot of great values and initiatives, whether it’s our nonprofits program or the overall values such as using business as a force for good.

If you’re not doing something that’s aligned with your personal vision, it’s very hard to spend year-in and year-out doing it.

Content is as important today as it’s ever been. Even though there’s so much out there, great content is always inspiring. We’re still storytellers, and people are always keen to read new things and learn something new. Content is fundamental to Canva and touches everything in the business, from first impressions on the login screen through to long form content, tutorials and white papers. There’s so much potential for fun and interesting work. 

It’s not just the production of content—it’s all the dynamic work around understanding our overall goals, gathering data, empathizing with user needs, figuring out delivery methods and experimenting with solutions. I can’t think of many other workplaces that have as much energy or excitement as Canva, and that comes from the interesting work we’re doing and the pace of growth. 

Question 6 of 8
How would you describe the culture of the Growth team at Canva?

It’s a really interesting team with people from a lot of different backgrounds. At Canva it’s not about trying to fit in with what everyone else is doing—the team actually appreciates your personal experience and skills, no matter what your background is. They want you to come with your own ideas as well.

Even though we’re growing fast, there is still that scrappy side where everyone mucks in together and tries to do things as quickly as we can. That means that there’s a lot of flexibility within the team and our projects.

Question 7 of 8
What are some of the benefits and perks available to a Digital Marketer at Canva?

You have a lot of autonomy to try out your own ideas and own your projects, which is pretty awesome. We have processes that make things easier, but at the same time we’re not beholden to any particular process. It’s really about getting the best result and working fast. 

For a digital marketer, it’s a perfect environment. You can bring a lot of different ideas together and test what works. Canva has a big enough user base that we can do some awesome experiments with a fairly small fraction of our users.

For a digital marketer, it’s a perfect environment. You can bring a lot of different ideas together and test what works.

In terms of the office itself, everything is taken care of so you can focus on your work. You get great, healthy meals, you have all the amenities that you need and you get incentives to do things like yoga for free. I’m a mum, but at work I’m the one being taken care of, which is a nice change!

Question 8 of 8
What skills or experience are you looking for when hiring Digital Marketers at Canva?

We look for what we call ‘T-shaped’ digital marketers, with a broad base knowledge in marketing but also deeper expertise in one or two particular channels. That’s how our whole team is composed. My own expertise is in content marketing and SEO, and other people are specialised in areas like analytics, databases, SEM, email marketing and mobile growth.

In terms of content, we’re looking for people who are passionate about storytelling and quality content. At the same time you still need to consider the data, do experiments and make sure your work is outcome driven.

I think Canva overall looks for people who can be scrappy and adaptable. You have to be goal oriented, productive and open minded. Originality is great as well—which often means looking outside the traditional digital marketing space and pulling diverse ideas together from other fields. At Canva everything moves fast, so you have to be hungry to build and learn new things. We’re running marketing experiments, so it’s about creating minimum viable products and balancing research with regularly shipping work. 

We’re hiring