Senior Marketing Specialist, B2C

What This Role Is

A seventeen-year-old in Delhi has just shortlisted four universities in the UK. She found out about Cialfo through a webinar her school never told her about, not through her counselor. She is on WhatsApp constantly. She does not read long emails. Her parents are just as anxious as she is, and they are looking for one thing above all else: proof that whoever guides her from here can be trusted to get her across the finish line. She is not a lead in a CRM. She is a family that is about to make one of the biggest financial and emotional decisions of their lives, and she found her way to us directly, not through a school.

That direct relationship, student and family reaching out to Manifest brands on their own, without a school in between, is a different business than K12 counseling, and it runs on different instincts. It lives and dies on performance marketing that actually pays for itself: media spend that generates real inquiries, a qualification process that tells a counselor within hours whether a lead is worth a call, and nurture that keeps a family engaged through a decision that can take months. Get any one of those wrong and the funnel leaks money. Get all three right and this becomes one of the highest-margin parts of the business.

Today, that direct-to-family motion sits inside Student Placements, Cialfo's B2C engine, and it is being built out to work the same way across EduGo Abroad's European corridor and Kaaiser's Australia and New Zealand corridor. Three different destination markets, three different family journeys, and increasingly, one shared marketing engine underneath them: shared performance marketing craft, a shared approach to lead qualification, and one philosophy about what makes a family convert.

This is the role that owns that engine. You will own performance marketing, lead generation, qualification, and conversion for the direct-to-consumer motion, and you will be one of the people shaping what a consolidated B2C marketing function looks like as it comes together across three brands.

What Makes This Role Different

Most performance marketing roles are judged on cost per lead. This one is judged on cost per enrolment, which is a much harder and much more honest number, because a cheap lead that a counselor can't convert is not a win, it's a cost the business absorbs later. The person who does this well thinks in the full funnel, from the first Meta ad impression to the moment a family pays a deposit, and treats every stage in between as their problem to optimize, not just the top of it.

The other thing that makes this different is timing. Student Placements, EduGo Abroad, and Kaaiser have each been running their own version of direct-to-family marketing, and Manifest is now consolidating that into a shared B2C capability. That means the playbooks, the media buying leverage, and the qualification logic built in this seat won't stay contained to one brand's India funnel. They'll become the template other corridors adopt. Very few marketers get to build the system rather than inherit one that's already calcified.

The broader Manifest ecosystem gives this role something a standalone consultancy or agency competitor can't match: three destination corridors, shared university relationships through Explore and Kaaiser, and a K12 pipeline sitting right alongside the B2C one, all generating signal about what actually makes a family choose one destination over another.

What You Own

Performance marketing and paid acquisition

Own paid performance campaigns across Meta, Google, LLMs Ads, from targeting and creative briefs through budget allocation and bid optimization

Drive down cost per qualified lead without sacrificing lead quality, and be the person accountable for that tradeoff, not just the spend number

Build and maintain the tracking and attribution that connects ad spend all the way through to enrolment, not just to form fills

Test new channels and formats as the direct-to-consumer motion expands into new destination markets

Lead generation and qualification

Run the top-of-funnel programme: destination webinars, WhatsApp communities, school and community events, and organic social content that reaches students where they actually are

Define and refine what a sales-qualified lead looks like for this business, and build the qualification workflow that gets a genuine inquiry in front of a counselor fast

Work with the counseling and operations teams to close the loop on lead quality, using what happens after handoff to keep improving what happens before it

Nurture, conversion, and ROI

Build and run the nurture sequences, email and WhatsApp, that keep a family engaged across a multi-month decision, and design the visa-support, alternate-destination, and Clearing-period campaigns that push undecided families across the line

Own conversion rate as a number you're accountable for, not just a number you report on, and treat every drop-off point in the funnel as something to fix

Report funnel performance and ROI in a way that tells the business what to do next, not just what happened last month

Cross-brand B2C consolidation

Build the shared marketing playbook, systems, and qualification logic that Student Placements' direct channel, EduGo Abroad, and Kaaiser's B2C marketing can all run on, rather than three brands solving the same problem separately

Identify where consolidated media buying, shared creative testing, or a common martech stack creates real efficiency across corridors, and make the case for it

Partner with the marketing leads already running B2C for EduGo Abroad and Kaaiser to bring their channels into a shared system without flattening what makes each destination market different

What Success Looks Like

The markers below reflect where direct-to-consumer marketing is today across Student Placements. We'll calibrate the specifics once you're in the seat. These are directional, not fixed.

In the first months, you'll have a clear, honest picture of what's working across performance marketing, lead gen, and nurture today, where the funnel leaks the most value, and which levers will move cost per enrolment fastest. You'll have already made a few of the easier fixes.

By the middle of the first year, qualified lead volume and conversion will both be measurably better, the tracking from ad spend to enrolment will be trustworthy enough that the business plans against it, and the consolidation work with EduGo Abroad and Kaaiser's marketing teams will have a real shape, not just a shared intention.

Over the long term, you'll have built the direct-to-consumer marketing engine that Manifest's destination brands run on, one that performs on its own economics and that other corridors adopt because it's the best version available, not because they were told to use it.

The specifics will be calibrated once you're in the role. The direction won't change.

What You Bring

You have five to eight years in performance marketing and B2C growth, with real, hands-on depth in Meta and Google Ads. This is non-negotiable for this role: you've built and optimized paid campaigns yourself, you know what good targeting and creative testing look like, and you're not describing work someone else on your team did.

You're a generalist by design, not by accident. You move comfortably between paid acquisition, lead gen programme design, and lifecycle nurture, and you understand how those pieces have to work together rather than treating each as its own silo. You've probably done this in a B2C business with a real sales cycle, education, fintech, or another category where the customer takes weeks or months to decide, not seconds.

You are commercially obsessive about ROI. You don't just report cost per lead, you push toward cost per conversion and treat every stage of the funnel as your responsibility, including the parts that happen after your channel handed the lead off. You get uncomfort