Solution

Worked across research, content creation, creator acquisition and editorial strategy to improve the relevance and quality of Canva's UK content offering.

Freelance Template Design: Initially joined Canva as a freelance designer, creating locally relevant templates for key UK cultural moments and seasonal occasions, including St George's Day, weddings and Valentine's Day. Translated local traditions, celebrations and audience behaviours into accessible, ready-to-use designs tailored to the UK market.

Content Strategy: Later progressed into a UK Design Lead role, conducting a comprehensive audit of Canva's UK content library, assessing design quality, content coverage, search behaviours and user needs. Identified content gaps and translated findings into actionable creative recommendations and production priorities.

Creator Acquisition: Developed creative direction and structured briefs for a 1,000-template acquisition initiative. Defined content priorities, design requirements and creative expectations, introducing a skeleton copy brief to give creators a clearer starting point and improve production consistency.

Editorial Curation: Supported the strategic curation and positioning of locally relevant designs across editorial spaces, showcases and search experiences and SEO, ensuring content better reflected UK user needs and preferences.