Lara Balazs has joined Adobe as the new Chief Marketing Officer (CMO) and Executive Vice President (EVP) of Global Marketing. She will report directly to Adobe Chair and CEO Shantanu Narayen. Balazs previously served as CMO, EVP, and general manager of the strategic partner group at Intuit.
There, she helped reimagine the company’s brand and go-to-market activities to support its AI-driven financial technology platform. Her efforts significantly elevated Intuit’s brand awareness and reputation. In her new role at Adobe, Balazs will lead the global marketing organization.
This includes overseeing Adobe’s brand, Adobe.com, industry-leading events, campaigns, communications, social media, and media operations and insights. Narayen expressed confidence in Balazs, stating, “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.
Balazs has held key leadership roles at renowned brands such as Amazon, Visa, and Nike. At Amazon, she was instrumental in driving the growth of Amazon Prime.
At Visa, she led the company into the digital payments era, launching mobile-first products like Visa Checkout and Apple Pay.
Adobe appoints new CMO
Under Balazs leadership at Intuit, the pro-tax group achieved its highest, most sustained growth in years.
The company also reached unprecedented levels of brand awareness and corporate reputation. Balazs has been named to Forbes‘ list of the world’s most influential CMOs and received AdWeek’s CMO Vanguard award.
She is passionate about advancing the marketing profession and supporting the industry’s social impact. 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.
Adobe’s CMO role has been vacant since Ann Lewnes retired in February 2023. Balazs’ appointment signifies Adobe’s continued commitment to evolving its marketing strategies and its desire to maintain its position as a leader in the software industry.
