Canva’s push into professional design comes at a time when creative software is being redefined by speed, accessibility, and global reach.
Steering Canva’s bold entry into this space is Liam Fisher, a seasoned marketing strategist with over 20 years of experience, now leading the charge to position Affinity – its suite of creative apps – as a credible force in the professional design arena.
Fisher has mastered the delicate balance of data, creativity, and agility needed to thrive in fast-changing global markets. Today, he applies that expertise at Canva, where he leads the global marketing efforts for Affinity, the creative design suite acquired by the Australian tech giant in 2023.
For Canva, Affinity represents an expansion of its product lineup, signaling a bold push into the professional design segment, an area historically dominated by established players. It’s a move that requires not just innovative software, but also a narrative that convinces designers worldwide of its value.
“We want to empower professional designers by giving them tools that are powerful, intuitive, and accessible. But to do that, we also need to communicate a story that resonates globally and adapts locally,” Fisher said.
Creative Studios
Fisher’s career has been defined by his ability to connect with different audiences. Before joining Canva, he served as part of the leadership team at Teach Your Monster, an award-winning educational platform that has reached millions of young learners every month.
There, he and his team crafted campaigns that transformed educational apps into household names for parents and teachers alike.
“Education marketing taught me the value of empathy. When you’re trying to reach children and families, you have to be both engaging and trustworthy. It’s about building relationships as much as driving growth,” he explained.
The lessons now guide his work at Canva, where he works to earn the trust of designers who are often wary of change. Professional creatives, he noted, are deeply invested in their tools, and winning them over requires more than flashy advertising.
This challenge is also reflected in Canva’s fast-growing presence in the Philippines, where Fisher sees Affinity opening new opportunities for local talent.
“We’re growing our operation in the Philippines very, very fast. By combining Canva’s accessibility with Affinity’s advanced capabilities, we’re opening up new opportunities for Filipino creators to compete globally, push the boundaries of their creativity with AI, and strengthen the country’s role in the global creative economy. It’s only been a year and a half, but we’ve already seen significant growth with Affinity,” he said.
Fisher added that Canva’s scale in the Philippines provides fertile ground for Affinity’s expansion.
“And the Philippines is one of the top 10 global markets. With Affinity now part of the Canva family, we’ve seen half a million new users join Affinity since the acquisition in the last 18 months. Canva itself is on a very high growth trajectory in the Philippines, and by bridging the two brands together, we’re hoping to grow Affinity’s presence even further in what is already a thriving design community,” he said, adding that one in five internet users uses Canva.
Affinity serves industries that demand craft and precision in design work, publishing, and illustration, including teams handling layouts, photo editing, image manipulation, and illustration. The suite is also used heavily in design-intensive fields such as architecture and engineering.
Navigating a Changing Landscape
What sets Fisher apart is his ability to merge analytical precision with creative storytelling. He describes his approach as “user-driven marketing,” an ethos that relies heavily on data but always keeps people at the center.
“Marketing isn’t just about visibility or impressions. It’s about creating meaningful connections. The right message, delivered at the right time, to the right audience—that’s the foundation. Data gives us the insight, but creativity makes it stick,” he said.
At Canva, this means campaigns that not only showcase Affinity’s features but also highlight real-world impact – stories of how designers can cut hours from their workflow, collaborate seamlessly, or bring ambitious projects to life.
Fisher is quick to acknowledge that marketing today is in constant flux. The rise of AI-driven analytics, the shift to more personalized experiences, and the need for agile processes have forced marketing teams to evolve rapidly.
Building High-Performing Teams
Fisher places a premium on building strong, high-performing teams. He believes that the best marketing outcomes come from environments where professionals are supported to do their best work.
“When you create space for teams to thrive – when processes are lean, goals are clear, and collaboration is easy – you get better campaigns and stronger brands,” he said.
For Canva, this philosophy aligns well with its culture of creativity and agility. The company has long been known for democratizing design, but with Affinity, it now faces the challenge of proving itself in the professional space. Fisher’s leadership will play a critical role in bridging that gap.
As Canva continues to expand its global footprint, Fisher sees his role as both strategic and adaptive – crafting a unified vision while staying responsive to the nuances of different markets.
“We’re building something that speaks to designers everywhere. That means listening, adapting, and staying open to change. The goal is growth, but growth that’s sustainable, impactful, and aligned with what our users truly need,” he said. Othel V. Campos
