It can be seen that marketing’s biggest complexity is the need to produce culturally fluent approaches, but never an approach that is only fluent in one language.
With a global brand like Canva, one would assume that a single global campaign is expected to land across markets just right—a one-size-fits-all fairytale.
Hence, as we sat down with Laura Kantor, Canva’s newly appointed head of marketing for Southeast Asia, the idea of creative fluency took on a new meaning: one that speaks various languages but is grounded in one clear brand truth.
This MARKETECH APAC feature explores how Laura plans to navigate that complexity, and why local depth will define Canva’s next chapter in Southeast Asia.
Redefining creative fluency
This new role started for Laura in a way that is common for most: seeing a ‘hiring’ post on LinkedIn.
“For the past ten years or so, I have been looking for more purpose in my work – work that is meaningful and fulfilling at the same time. That took me into sustainability, and for the last few years, I was running my own business in that space,” narrated Laura.
However, as much as individual entrepreneurship shares a common ground of purpose, Laura shared that this felt like going against her natural inclination: being with people.
“Last year, I realised solo entrepreneurship was not for me. I am very people-driven, I love working with teams, and I really missed the energy, collaboration, and shared momentum that comes from being part of something bigger.”
From here on, a regional role summarised Laura’s next step. One conversation with her career coach and a clear list of her priorities: SaaS, purpose-led, international, high growth, and a product that genuinely does good—led Laura to Canva.
“This role brings together pretty much everything I have done so far… leading marketing in fast growth environments, building and developing teams, and working across complex, multi-market regions,” explained Laura.
However, leading Southeast Asia, for Laura, requires ‘going deep in each country’, “Southeast Asia is brimming with opportunity, but no two markets grow the same way. Winning here requires marketing that is deeply local, culturally fluent, and built for each country’s unique path.”
According to her, this can only be achieved by understanding what really matters locally and building strong brand fame in ways that genuinely resonate.
This perspective was built from her years of experience and previous roles that ‘have always been about growing brands in ways that feel local and relevant, while still delivering results’.
“My experience leading marketing in Singapore has really shaped this approach – insight-led campaigns, close collaboration with stakeholders, a pulse on what the community wants, and strong local teams who truly understand their audience make all the difference,” she added.
When asked about how she sees Canva landing on these diverse markets, “The opportunity is huge… and so is the complexity!”
This is where she emphasised the need to hire and build strong teams locally.
“When we create from the market up, rather than copying and pasting, the work is better, the brand feels more authentic, and the impact is much stronger. It is more work, but it is also what makes this region so exciting,” she explained.
This is drawn from a simple fact: that every market is different. So are languages, culture, behaviours, and creative cues.
“Campaigns like the partnership with Kween Yasmin in the Philippines is a great example of what happens when you really lean into local insight and creativity – people notice, they care, and then they remember you,” continued Laura.
Choosing Canva
Despite her in-depth analysis of her new role and market, Laura shared that the first six months or the year ahead would likely look like building intentions and fostering the right relationships.
“Spending time in markets, listening closely, and really understanding what each country needs, because priorities vary across the region.”
She continued, “We are very focused on building the right team, including hiring for some critical roles, and establishing impactful ways of working early on is key.”
Fortunately, for her, all these priorities tie with what drew her to Canva in the very first place, “What really resonates with me about Canva is its Two Step Plan. There is a clear focus on building a great business and product first, and then using that success to give back in meaningful ways.”
“Being able to work on growth at scale, while also knowing the company is genuinely committed to doing good, makes this role feel like a very natural next step for me… and one I am really excited about,” she added.
Laura brings with her decades of experience in marketing, with previous roles at Bupa, Ogilvy, foodpanda, and abillion, before starting her own consultancy, Climate Club.
Now with Canva, Laura shared a simple truth: that while data helps marketers focus and make smarter decisions, the work itself has to ‘make people feel something first’.
“That is how Canva earns attention, love, and long-term growth,” she added.
When asked how she sees long-term success for the brand, she shared, “Success looks like Canva being the visual communications platform of choice across Southeast Asia, that feels genuinely local, powered by strong teams, bold creative work, and marketing we are truly proud of.”
Marketing in Southeast Asia may be complex, but as Laura Kantor shows, true creative fluency isn’t about a single campaign landing everywhere—it’s about understanding each market, speaking to its culture, and staying grounded in a clear brand truth.
In a region where no two markets grow the same way, Laura’s approach is a reminder that marketing’s true power lies not in creating louder, but in creating with understanding.
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