Calandra ParamitaBrooklyn, NY
Brand StrategistEmail


Adobe Express entered a rapidly changing creative-tools market where platforms such as Canva were making design more accessible to content creators, small businesses, and people without formal design experience. Adobe needed to clarify who Express was for, how it should compete, and what role it should play alongside the company’s established professional products.

Calandra worked across the full engagement, conducting research and competitive analysis, developing the audience strategy, and shaping recommendations for the portfolio architecture. She examined audience needs, challenged assumptions about the product’s target market, and helped define how Adobe Express should relate to the broader Adobe portfolio.

The resulting strategy gave Adobe Express a clearer role as an accessible entry point into the Adobe ecosystem without diminishing the value of its professional tools. It established the audience and architectural foundation needed to sharpen the product’s positioning, guide future messaging, and compete more effectively in the everyday content-creation market.
Audience Strategy & Portfolio Architecture

Senior Strategist
2022 
Research, audience and portfolio strategy


RECENT / SELECTED WORK



  1. Uber Advertising — Global brand platform and messaging · 2025
  2. Electronic Arts — Identity rollout and Social Impact brand system · 2025
  3. Google Gemini — AI product storytelling and social strategy · 2025






See all work here. 
© Calandra Paramita 2026