Adobe has appointed Lara Balazs as its new Chief Marketing Officer (CMO) and Executive Vice President of Global Marketing, signaling a key addition to the company’s leadership team. Balazs, whose career spans high-profile roles at companies like Intuit, Amazon, Visa, and Nike, will oversee Adobe’s global marketing strategy. She reports directly to CEO Shantanu Narayen.
In her new role, Balazs will lead the Global Marketing Organization, managing Adobe’s brand, digital presence through Adobe.com, major campaigns, industry events, social media, and analytics operations. Her extensive background in customer-centric marketing strategies aligns with Adobe’s focus on innovative solutions in content creation and digital marketing, a point emphasized by Narayen in welcoming her to the company.
Balazs’ track record is notable for transformative contributions at several globally recognized brands. At Intuit, she played a pivotal role in enhancing brand reputation and awareness while reshaping its marketing approach to align with the company’s AI-driven financial technology initiatives. Her prior successes include expanding Amazon Prime’s global reach and steering Visa into mobile-first digital payments with initiatives like Apple Pay and Visa Checkout.
Adobe’s decision to bring Balazs on board highlights the growing importance of experienced, data-driven leadership in navigating the competitive landscape of digital tools and services. The company, known for its software like Photoshop, Premiere, and the Adobe Experience Cloud, has positioned itself as a major player in both content creation and digital marketing, areas that have seen significant demand with the acceleration of remote work and digital transformation across industries.
The appointment comes as Adobe continues to enhance its offerings with advancements in AI and machine learning. Balazs’ previous experience with AI-driven marketing at Intuit may offer valuable insights as Adobe seeks to engage a diverse and growing user base.
Balazs has received recognition for her contributions to marketing, including being named among Forbes’ World’s Most Influential CMOs and winning AdWeek’s CMO Vanguard Award. She holds a BA in Pre-Law from the University of Washington and an MBA from Northwestern University’s Kellogg School of Management.
This leadership change aligns with broader industry trends of leveraging seasoned marketers to strengthen customer engagement and brand expansion, particularly in technology sectors experiencing rapid innovation and consumer demand for personalized digital experiences. Balazs’ appointment reflects Adobe’s focus on maintaining its edge in a competitive, evolving market.