Adobe has named Lara Balazs as CMO and executive vice president of global marketing, according to a press release. In the role, which reports directly to CEO Shantanu Narayen, Balazs will spearhead marketing for the Adobe brand and Adobe.com, leading the software firm’s events, campaigns, communications, social media, media operations and marketing insights.

Balazs in the announcement was credited with experience in both the business-to-business and business-to-consumer worlds, two markets to which Adobe caters with products like Acrobat, InDesign, Illustrator and Photoshop. Adobe has also ramped up its push into generative artificial intelligence (AI) as the technology begins to reshape aspects of digital design and production.

In a statement, Narayen said Balazs will be tasked with “expanding Adobe’s brand reach and impact” while more effectively engaging Adobe’s existing users. 

Balazs most recently served as marketing chief and general manager of the strategic partner group at Intuit. There, the executive developed a revitalized brand identity, led go-to-market activities around Intuit’s AI-powered financial technology platform and elevated the tax giant’s ProTax Group to its highest levels of growth and brand awareness in years. Intuit has become well known for frequent Super Bowl ads supporting its TurboTax brand. Balazs announced her plans to depart Intuit in May.

Other past stints for Balazs include Nike, Amazon and over a decade at Visa, where she helped launch key digital payments offerings like Visa Checkout and Apple Pay. Balazs earlier this year appeared on Forbes’ list of the world’s most influential CMOs.

Adobe in October appointed agency group Stagwell as global lead of creative campaigns and social content for its Digital Media business. The move expanded Adobe’s over seven-year relationship with creative shop 72andSunny while putting Movers+Shakers, which Stagwell acquired in 2023, in charge of producing socially native content.