Product Growth Lead - Pakistan (12 month contract)

About the Group/Team
The Localisation group is responsible for the localisation of Canva’s product, marketing, and content as well as the tools, processes, and assets that make this possible. We sit within the International Supergroup but we work closely with stakeholders in Growth and across the whole organisation. Our mission is to celebrate the diversity of our global users and make their interactions with Canva delightful by delivering a hyperlocalised experience.

You will be part of a small but powerful MENAP (Middle East, North Africa and Pakistan) team and there will be lots of opportunities to collaborate with many other specialities beyond localisation so we value energy and adaptability over specific experience or years of experience.

About the Role/Specialty

Every month, more than 100 million Canva users create a design in one of the 100 languages other than English, that Canva supports. The Localisation specialty is a small team of linguists, project managers, and engineers distributed throughout the company.

As a Product, Localisation and Growth Partner for Pakistan, you'll bring your product experience, cultural and linguistic knowledge to all aspects of Canva for Pakistani users, ensuring our users have the best possible Canva experience in English and Urdu where appropriate.

You will be the voice of Pakistani users and the champion for culturally relevant content. Ultimately, you’ll be leading the charge in Empowering Pakistani to Design!

What you’ll do 

• Identify key opportunities for localisation improvements for the Pakistan market

• Identify and fix product funnel problems through signups, authentication, all the way to editing and publishing

• Collaborate with the MENAP team on Product Growth initiatives

• Tailor education content for the nuances of the Pakistani market

• Evaluate and adapt global messaging, campaigns, and product experiences to resonate with Pakistani users

• Provide cultural insights and guidance to global teams to produce content that suits Pakistani audiences

• Work closely with local partners to ensure clarity, tone, and cultural nuance across all surfaces

• Partner with internal stakeholders to develop language style guides, tone of voice strategies for Urdu, and localisation best practices

• Define a linguistic strategy for Romanised Urdu variants across Pakistan

What we're looking for
You understand the needs of Pakistani customers and the opportunities to meet those needs effectively. You must be a native Urdu speaker and fully understand the nuances between different cultures and dialects.

You have proven product management experience, including owning product strategy and working in cross-functional teams.

We’re also looking for someone with tertiary experience in conversion rate optimisation seeing as the job entails improving the success rates across all of our landing pages and user workflows for the Pakistani user.

We’re open to candidates from a range of backgrounds, and valuable experience could include product, growth, localisation or internationalisation work, and/or content design. Previous experience working for a SaaS or technology company is also highly valued.

You’re passionate about language and culture and you understand how these can impact local users’ experience of a product. Above all else, you care deeply about creating experiences that feel natural and intuitive so that Canva resonates with Pakistani users and feels like home for them. Your analytical mindset helps you evaluate campaign effectiveness and recommend data-driven improvements for optimising user experiences.

You thrive in flat, collaborative environments where ideas can come from anywhere and success is a shared effort. You also love taking things from chaos to clarity. You’re a natural at understanding ambiguous, complex problems and communicating them simply to others. You also have the drive to see things through despite changes and setbacks. You’re equally comfortable discussing detail with engineers and ideas with product managers and designers. You’re great with tech (Atlassian project management tools, basic web development) and you write a mean doc.

Also, we’d love it if you had the following but it’s not a prerequisite!

• Knowledge of product growth strategies and user acquisition in Pakistan

• Experience in marketing or advertising in the Pakistani market

• You’ve got a tertiary education in conversion rate optimisation, literature, or localisation

• You have copy-writing experience — you maintain a blog or, even better, you have experience in localisation for a SaaS product

• You showcase a solid understanding of organic growth (SEO and Wordpress)

• You have some design experience