Pakistan Creative Lead (12 month contract)

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 Pakistani 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

Responsibilities

• 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 direc

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