Adobe names Lara Balazs as new chief marketing officer

Adobe has appointed Lara Balazs as its new Chief Marketing Officer (CMO) and Executive Vice President, Global Marketing.

Balazs will report directly to Chief Executive Officer Shantanu Narayen and will lead the Global Marketing Organisation. This includes overseeing Adobe's brand, Adobe.com, events, campaigns, communications, social media, and its media operations and marketing insights.

"We're delighted to welcome Lara Balazs to lead Adobe's Global Marketing Organization," said Shantanu Narayen, Chair and CEO of Adobe. "As Adobe continues to deliver industry-leading product innovations across content creation and digital marketing, Lara's unique experience across B2C and B2B industries and deep insights as an Adobe customer will help us engage our growing universe of users more effectively while expanding Adobe's brand reach and impact."

Before joining Adobe, Balazs served as Chief Marketing Officer and General Manager, Strategic Partner Group at Intuit. Her role at Intuit involved reimagining the company's brand and go-to-market activities to support its AI-driven financial technology platform. She also played a significant role in enhancing Intuit's brand awareness and reputation.

Balazs has held significant marketing leadership roles at global companies like Amazon, Visa, and Nike. During her time with these organisations, she has delivered customer-focused marketing strategies that supported transformational growth. Some of her notable contributions include driving the growth of Amazon Prime, global expansion for Visa, and launching mobile-first products such as Visa Checkout and Apple Pay. At Intuit, she led the ProTax Group to achieve its highest sustained growth in years and advanced the company's brand awareness and corporate reputation.

Balazs has been recognised on Forbes' list of the World's Most Influential CMOs and is a recipient of AdWeek's CMO Vanguard Award. She has a strong interest in advancing the marketing profession and promoting the social impact of the industry.

Lara Balazs holds a Bachelor of Arts degree in Pre-Law from the University of Washington and a Master of Business Administration from the Kellogg School of Management at Northwestern University.