Job Description:
About the role
The Country Design Lead will join the International Content Team, whose mission is to build the most valuable content library in the world. The team sits within the International Supergroup and partners closely with Content & Discovery, Marketing, SEO, and other in-market teams to unlock content-driven growth through high-quality, locally relevant templates and elements across graphics, photos, and video.
The team is focused on delivering content that is truly local at scale – ensuring everything published meets Canva’s standards for design craft, cultural resonance, and user value, while leveraging AI and scalable systems to increase speed and impact.
This role is responsible for driving the creative execution of content for the Pakistan market, translating strategy into high-performing outputs that reflect local culture, behaviours, and trends. Working in close partnership with the Country Manager, Country Content Strategy Lead, and cross-functional stakeholders, the Country Design Lead plays a key role in delivering content that drives engagement, adoption, and growth.
Operating as a hands-on builder and AI-native operator, this role leads the creation and curation of locally relevant content across both elements (graphics, photos, video) and templates spanning social media, presentations, websites, and print. This includes leveraging AI to accelerate production, and continuously improving quality and performance through rapid iteration.
This role will also direct a team of local creatives to curate and elevate impactful, truly local content across both elements — such as graphics, photos, and videos — and templates spanning social media, presentations, websites, and print products. By fostering a culture of excellence and innovation, this role will play a vital part in achieving Canva’s mission of delivering a world-class, truly local design experience.
Specifically, this role will:
Operate with high ownership and autonomy while collaborating across multiple teams, functions, and time zones
Work at pace, balancing speed and quality, and adapting quickly to shifting priorities and evolving business needs
Leverage AI tools and workflows to scale content production and improve efficiency
Build and optimise repeatable systems for content creation, rather than one-off outputs
Maintain clear, proactive communication with stakeholders and drive alignment across teams
Lead creative reviews, retrospectives, and continuous improvement loops
Foster a high-performance team culture grounded in inclusion, psychological safety, and a bias for action
What you'll be doing
Creative Direction
Develop a compelling creative vision that delivers and executes against the Country Content Strategy Lead and Country Manager’s strategic priorities.
Collaborate closely with local Marketing, SEO, and Community teams.
Translate country and regional strategies into locally relevant campaigns.
Drive AI adoption in production and content innovation, supporting new product formats and emerging trends to keep creative outputs fresh and competitive.
Content Creation & Curation
Oversee the creation of content, including design kits, campaign documents, creator briefs, and in-house production where needed.
Work with Freelance Copywriters and/or AI Copy to ensure copy is culturally relevant and adheres to our copy best practice standards.
Curate and editorially frame content for marketing initiatives, showcases, and seasonal calendars to elevate local relevance.
Proactively identify content gaps and curate assets that reflect strategic priorities and creative excellence.
Lead quality control of all content outputs, ensuring alignment with brand guidelines and maintaining high standards of visual and messaging quality.
Market Understanding & Cultural Insights
Build and maintain a deep knowledge of local culture, consumer behaviour, and design trends to inform content direction and strategy.
Conduct foundational content research, ensuring creative and editorial output aligns with strategic needs and cultural nuances.
Provide cultural expertise to scale content, ensuring authenticity and relevance to the local market across AICG, partnerships, and creators.
Champion hyperlocal design perspectives in collaboration with cross-functional teams.
Support building an editorial strategy for local content, ensuring Canva’s library reflects cultural relevance, diversity, and inclusive storytelling.
Advocate for the integration of global and underrepresented perspectives in content development and curation, upholding Canva’s commitment to Diversity, Equity, and Inclusion.
Content Performance Monitoring & Analysis
Conduct template and element audits to identify improvement areas and opportunities for new content.
Perform content performance and gap analysis, distilling insights into recommendations that guide future content creation and acquisition.
Leverage data, trends, and local insights to shape creative direction, enhance creator and in-house briefs, and inform design decisions.
Facilitate retrospectives and performance reviews to refine strategies and content effectiveness.
Actively raise discoverability challenges or product limitations that impact content visibility or engagement
Partnership & Stakeholder Management
Lead the rollout of local partnership content through culturally relevant creative strategies and campaigns.
Manage creative strategy, brand adherence, and feedback implementation to meet partner expectations and project goals.
Communicate initiatives and results to senior leadership, ensuring visibility across stakeholders.
Freelance & Creator Management
Oversee local freelance designers, briefing, output review, and development.
Build strong relationships with the Creators Production and Community teams, providing hyperlocal direction through well-crafted briefs and feedback loops.
Champion Creator-led content that resonates deeply with local audiences and reflects cultural authenticity.
Campaign level of detail -
Report on the performance and ROI of creative campaigns, using analytics to guide and improve future content plans and outputs.
Keep senior management and regional stakeholders informed about key initiatives, learnings, and creative progress.
Ensure alignment and transparency through consistent documentation and communication.
Feedback & Quality Assurance
Provide timely feedback and approvals across creative workstreams, maintaining alignment with both business goals and creative standards.
Drive internal reviews and uphold quality benchmarks for all deliverables across content types.
What we're looking for
We’re looking for a high-performing design leader who combines strong creative craft with a builder mindset. You are culturally attuned, globally aware, and obsessed with creating content that feels truly local – and drives business results. You’ll be excited to join an A-player team committed to growing Canva in in your [locale].
You bring a sharp eye for design, but more importantly, you know how to deliver quality at speed. You operate with an AI-first mindset, using tools and systems to generate, iterate, and scale content efficiently – without compromising on craft.
You thrive in fast-moving, ambiguous environments and are comfortable working with evolving tools, shifting priorities, and imperfect information. You’re proactive, pragmatic, and outcome-focused—someone who takes ownership, moves quickly, and continuously looks for better ways of working.
You’re collaborative and low ego, able to partner effectively with Content Strategy, Marketing, SEO, and Product teams – translating strategic direction into content execution and driving alignment through clarity and action. You’re equally comfortable rolling up your sleeves to deliver work as you are guiding and uplifting others.
You’ll have:
A Bachelor’s degree in Design, Marketing, Communications, or a related field
Proven experience in creative leadership roles, ideally with international, regional, or market-level remit
A strong portfolio showcasing exceptional design work and content campaigns that reflect cultural resonance and local user needs
Experience collaborating with cross-functional teams (SEO, Growth, Marketing, Product)
Excellent communication, stakeholder management, and storytelling skills
A results-focused mindset, balancing creative innovation with business and user goals
Experience managing freelancers and/or creators, with a focus on quality and alignment
Comfort working in a fast-paced, evolving environment with an experimentation mindset
Fluent in Urdu and English
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