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 consulta