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Adobe CMO Lara Balazs on Empowering Change in Marketing

Image courtesy of Adobe

25 Jul '25
By The Shift
25 Jul '25
By The Shift

The Shift highlights women’s stories through the lens of impact. It hopes to contextualize history and inspire action.

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Lara Balazs is Adobe’s Chief Marketing Officer and EVP of Global Marketing, overseeing brand, digital, events, and insights. Previously CMO at Intuit, she has also held leadership roles at Amazon, Visa, Nike. Recognized by Forbes and AdWeek, she holds degrees from University of Washington and Northwestern’s Kellogg School.

The Shift:

What is one defining moment in your career or life that empowered you to create change, and how has it shaped the path you’re on today?

Lara:

I graduated from undergrad into a recession in Seattle. There were no jobs. I knew I wanted to get into marketing but I had no real-life experience. To pay the bills, I worked the night shift at a hospital in the emergency room, registering patients. During the day, I got scrappy and volunteered to do free marketing for Pike Place Market to help them attract visitors during the downturn. It taught me the importance of resilience and grit and how to get creative in achieving your goals.

The Shift:

As we look to the future, what is one key change or innovation you believe is essential for advancing equality and empowerment in your field?

Lara:

I am fortunate to be in the marketing craft, which today offers marketers more channels than ever before to amplify a variety of voices. Through those channels, we can celebrate and amplify diverse voices more than ever before.

The Shift:

Who is a woman who has inspired or mentored you, and what lessons from her influence have stayed with you?

Lara:

I was lucky enough to call Representative Patricia Schroeder, the Colorado congresswoman who served in the house for 24 years, my aunt. She fought for the rights of all as a key driver of the Family and Medical Leave Act. I was privileged to see the impact she had on the world firsthand. I learned from her fearlessness to speak her truth no matter the consequences, all while never losing a sense of humor.

The Shift:

What is the legacy you hope to leave behind as a changemaker and leader in your industry?

Lara:

I feel privileged to have worked in C-Suite positions. If my presence there can give just one aspiring young woman the ability to see themselves in a similar role, then I know my time will have been well spent.

The Shift:

In honor of Gloria Steinem’s 90 years of advocacy, what do you believe is her most enduring contribution to women’s empowerment, and how has it inspired your own journey?

Lara:

Our country is a different place because of Gloria Steinem. She is a feminist pioneer with a fierce determination that has inspired all of us. She’s made us better, fairer and stronger. She proved that with tenacity you can advance key issues that truly matter – both at work and at home.

The Shift:

Who are three women that inspire you?

Lara:

Oprah Winfrey

Rosa Parks

Melinda Gates

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Lara Balazs is honored as part of The Shift’s “90 Plus One” list, which recognizes influential women shaping contemporary culture. With Gloria Steinem featured on the inaugural print cover, the list pays homage to her 91 years of activism by highlighting a powerhouse community of women shifting culture.