Head of Content, B2B

About the role

What This Role Is Manifest Global operates four brands across 50+ countries, each serving a different part of the international education ecosystem. Cialfo works with 2,000+ schools and the counsellors inside them. BridgeU serves international schools across the UK, Europe, and the Middle East. Explore works with university partners on their international recruitment strategy. Kaaiser has been placing students from India and Southeast Asia into universities across Australia, the UK, Canada, and beyond since 1997. Each of these businesses has a distinct audience, a distinct stage of market maturity, and a distinct story to tell. Right now, the content function that serves them is fragmented. There's no central engine, no shared infrastructure, no consistent standard for how Manifest's brands show up in writing across any channel. That gap is real and it costs us. This role builds the engine that closes it. The Head of Content, B2B will design and run a centralised content function that serves all four brands the way a high-performance internal agency would. You'll own the strategy, the team, the systems, the quality standard, and the connection between content output and commercial outcome. This is not a writing role or a channel management role. It's an operational leadership role for someone who thinks in systems, builds for scale, and understands that content without commercial consequence is just production. What Makes This Role Different Most senior content roles sit inside a single brand with a single ICP and a reasonably stable strategy. This one sits across four brands with different buyer types, different competitive landscapes, and different levels of market awareness. That's genuinely complex. The person who does it well has to context-switch between the counsellor audience at Cialfo, the university admissions audience at Explore, the international school leadership audience at BridgeU, and the student-facing and agent-facing audiences at Kaaiser, without losing the thread of what makes each brand distinct. They also have to hold the group-level narrative together, making sure Manifest's overall positioning is coherent even when the brand-level stories are pointing in different directions. The content landscape itself is also shifting fast. The channels, formats, and tools that defined B2B content marketing three years ago are not the ones that will define it three years from now. The person in this seat needs to be genuinely ahead of that shift, not catching up to it. That means going well beyond LinkedIn and traditional content playbooks, and it means using AI as a real capability multiplier rather than a productivity shortcut. The Manifest group is growing while the broader overseas education sector is contracting. The content function that tells that story well, across the right channels, to the right audiences, at the right moment in their decision journey, is a genuine commercial lever. Building that function from this seat is the opportunity. What You Own Content strategy across all four brands Define distinct content strategies for Cialfo, BridgeU, Explore, and Kaaiser, grounded in the specific ICP, market maturity, and commercial goals of each business Translate those strategies into content-led growth plans that connect directly to pipeline, sales enablement, and customer education, not just traffic and engagement metrics Build and maintain the founder and authority-driven narratives that shape how each brand is perceived in its market, working closely with leadership to develop thought leadership platforms that earn attention rather than just occupy space Go beyond what B2B content has traditionally looked like: video, audio, community, interactive formats, channel partnerships, and distribution models that most content teams in this space haven't tried yet The central content engine Design and operate a centralised content team structured as an internal agency, with clear pods, resource allocation across brands, and defined workflows that can scale without constant intervention Own the infrastructure: editorial calendar systems, production workflows, quality control frameworks, briefing standards, and the feedback loops that keep output improving over time Build AI into the team's operating model from the ground up, not as an experiment but as a core capability. Identify where AI accelerates ideation, research, production, and distribution, implement it, and build the team's fluency so that the function gets faster and better as the tooling improves Set the quality standard and hold it across every piece of content that goes out under any Manifest brand Team leadership Lead a team of writers, strategists, freelancers, and agencies, and build second-line leaders who can run significant parts of the function independently Hire well and structure the team for the work it actually needs to do, not the work a generic content team does Actively develop the team's AI l

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