Head of Content, B2C

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.