Content Marketing Manager

We're looking for a
Content Marketing Manager
to build bina's content engine, the machine that turns the joy, the thinking, the building and the learning from inside our global school every single day into irresistible content that makes families want in.
bina is an international online school for ages 4–15. Every day we run live classes 20h every weekday, our curriculum team produces a wealth of designed learning adventures for every level, our community team runs parent meetups and local get-togethers, children have epic aha moments in class (and so do adults), our educators have incredible camera presence and insights, opinions, and experiences that they are very willing to share, and our families are game to support. Almost none of it is currently visible to the outside world, and we want to change that.
Most of your work will be the ideation, organization, interacting with the team sourcing the raw material, and converting it into the opinionated content piece a parent sees and automatically shares with their significant other or their best friend who is also parenting. Please be funny and fresh
Your KPIs will target the far bigger group of parents who are quietly unhappy with their child's school and don't yet know (such) an alternative exists. Content journeys are how we reach them.
Type: Full-time contractor
Start date: As soon as possible
Who this role is for
You are a storyteller with an operator's brain. You are an original, you want to build something that has never been done before.
You are oozing taste; you understand the medium, have hunger to continuously learn it, and are opinionated.
You know the difference between clickbait content that algorithmically works and content that both works and matches a branded international school like bina.
You are funny, hilarious in fact.
You understand when raw and original feels right in the context of a branded international school like bina, and when it's not suitable.
You work at high velocity, you know that one epic post a week loses to fifteen great ones a day, and you build accordingly, volume counts.
You're an initiator. You don't wait to be handed assets, or anything else. You are comfortable walking into a teacher's Slack channel, a curriculum team's deck, or a parent meetup and leaving with the assets you need to make magic happen.
What you'll own
The content engine end to end: sourcing, editing, publishing, measuring, and iterating across all bina social channels. This is product thinking.
Output volume and consistency — we are aiming for multiple posts a day across handles, not a weekly trickle
The editorial line: what bina sounds like, what we say, what we never say
Channel strategy per platform — Instagram, TikTok, YouTube, Reddit
The sourcing system: standing processes that pull raw material out of classrooms, the curriculum team, the community team, and the family channels without adding work to their day
On-camera talent: coaching and scheduling our founder, our education lead, and our best educators into a repeatable filming rhythm
Content-to-pipeline measurement: what gets seen, what gets clicked, and what turns into an admissions conversation
Consent and safeguarding hygiene in everything you publish
What you won't own
Design.
We have a full-time designer on the team.
Paid media.
Performance marketing runs the ad accounts. When some assets need a paid boost, you'll feed them creative and you can understand what's driving engagement and converting.
Attribution and tracking infrastructure.
Our team builds and maintains it.
Landing pages and funnel steps.
Our team builds them. You define what an organic strategy or paid campaign needs and push back when it isn't converting.
The community program itself.
Our team runs meetups and clusters. You design the content layer into them.
You'll have influence over all of these. You just won't be doing the implementation.
What we're looking for
5+ years producing and publishing social content that grew substantial audience
— for a brand, not only for yourself
Proven high-volume output.
You have shipped daily, at pace, over a sustained period, and can show the numbers
Strong writing and editing.
Hooks, captions, scripts, and a distinct voice you can hold across hundreds of pieces
Hands-on video.
You have experience with the video production pipeline, and where AI fits to multiply what one person can produce
Platform-native fluency
in Reddit, TikTok, Instagram, and YouTube – you know what each rewards and why the same clip performs differently on each
AI-comfortable.
You've built your own Claude skills or equivalent, and you use them daily.
Sourcing instinct.
The fisherman skill: you extract stories from people who are busy, and you make it painless for them
Taste.
Premium, warm, credi