Adobe has named former Intuit CMO Lara Balazs as chief marketing officer (CMO) and vice president of global marketing, filling a position vacant since February 2023.
Balazs spent six years at Intuit, most recently as CMO and Vice President, General Manager of the Strategic Partner Group, where she helped reinvent the brand’s marketing approach to support its technology-based fintech platform. AI. She will report to Shantanu Narayen, president and CEO of Adobe.
Last week, ADWEEK announced that former Chobani CMO Thomas Ranese will succeed Balazs at Intuit.
At Adobe, Balazs holds a position open since Ann Lewnes retired in February 2023 after 16 years in the company. During his tenure, Lewnes took a customer-first approach and helped shift Adobe’s media investments toward digital.
“Lara’s unique experience in the B2C and B2B industries and her deep knowledge as an Adobe customer will help us more effectively engage our growing universe of users while expanding the reach and impact of the Adobe brand,” said Narayen said.
Balazs’ marketing career spans senior roles at brands like Amazon and Visa, where she drove the growth of Amazon Prime and helped Visa launch mobile-first digital payment systems like Visa Checkout and Apple Pay.
Adobe Creative Review
In September, Adobe hired Dentsu and Stagwell to meet their creative needs.
Managed by MediaLink, the software giant has chosen Dentsu Creative to manage its digital media unit, which includes its popular software products such as Photoshop, Acrobat, Firefly and Illustrator. Adobe also hired Stagwell for creative strategic support of the Adobe brand.
She currently splits her media account between Wavemaker and Publicis Media.
Adobe recently collaborated with a multi-talented artist, actor and author Benny Blanco to launch a collection of custom templates for small businesses in Adobe Express. Users could also post their creations on social media for a chance to win $10,000 for their favorite small business.
