Head of Content, B2C

About this role

What This Role Is

Every student who discovers Cialfo, BridgeU, Kaaiser, or Explore does so through a piece of content at some point. A social post that stopped them scrolling. An article that answered the question they were too nervous to ask a counsellor. A video that made studying in Australia feel real rather than abstract. A parent who forwarded something to their child because it finally explained the process in terms they understood.

Content is how Manifest's brands earn trust with the two audiences that matter most before any platform is ever opened: students making one of the most consequential decisions of their lives, and the parents who are often the real decision-makers behind it. Getting that content right, across four brands, multiple markets, and audiences with genuinely different motivations and fears, is one of the highest-leverage things the group can do right now.

Right now, the consumer content function is fragmented. Each brand produces content independently, with no shared infrastructure, no consistent audience strategy, and no central capability for building the kind of long-term brand affinity that turns a student who discovered the platform into one who recommends it to every classmate and sibling who comes after them.

This role builds that function.

The Head of Consumer Content and Audience Strategy will design and run a centralised content organisation serving all four brands, operating as an internal agency for student and parent-facing content globally. You'll own audience strategy, content across every channel and format, community building, brand voice, and the systems that make consistent quality possible at scale. You'll report directly to the VP of Marketing.

What Makes This Role Different

Most content leadership roles sit inside a single brand with a single audience. This one spans four brands with meaningfully different audiences, different market contexts, and different stages of brand maturity.

Cialfo's audience is primarily students at international schools and their families, thinking about global university options. Kaaiser's audience is students and parents in India and Southeast Asia navigating a high-stakes, high-anxiety process with significant financial weight. BridgeU's student audience comes through the counsellor layer rather than direct-to-consumer. Explore engages students through the university network. Each of these requires a different content approach, a different tone, and a different understanding of what the audience is actually trying to figure out.

The person who holds all of that, without collapsing the brands into a generic EdTech voice, and who builds the systems to produce high-quality content across all of them consistently, is doing something genuinely rare.

Manifest is also at the stage where the content function can become a compounding growth asset rather than a production operation. Students who trust the brand refer others. Parents who feel informed and respected become advocates. Communities that form around shared experiences create organic reach that no paid channel replicates. Building toward that is the ambition of this role.

What You Own

Audience strategy across students and parents globally

• Develop a deep, research-grounded understanding of student motivations, aspirations, fears, and decision-making behaviour across Manifest's key markets: India, Southeast Asia, the Middle East, and beyond

• Understand parent concerns, trust drivers, and the emotional weight behind study abroad decisions, particularly in markets where family consensus is as important as the student's own preference

• Translate audience insight into scalable content and engagement strategies that speak to what students and parents are actually experiencing, not what the brand wants them to hear

Multi-brand content strategy and execution

• Define and execute distinct content strategies for each brand, ensuring each maintains its own voice, audience relevance, and emotional connection while benefiting from the shared infrastructure and quality standards you build

• Balance short-term campaign needs with long-term brand building across all four businesses, and hold the line between the two when pressure pushes everything toward immediate conversion

• Own content across every channel and format: social media, video, editorial, email, community platforms, events, and emerging channels, with a clear view of what each is for and what it needs to produce

Building and running the central content organisation

• Design and operate a centralised content function structured as an internal agency: content strategists, writers and editors, video and social specialists, community and audience engagement resources, freelancers, and external agencies

• Build the systems that make quality consistent and production scalable: planning frameworks, editorial calendars, quality control processes, resource allocation across brands, and performance measurement that connects content activity to business outcomes

• Use AI actively across the content production and distribution workflow, building the team's fluency with these tools as a standard capability rather than an afterthought

Brand love and community…