About Passage
Passage helps international students navigate their journey abroad - from choosing a program and getting admitted to financing their studies and helping with their visa.
The role
You'll own Passage's marketing channels end to end - paid and organic, performance and brand. Meta and Google Ads are live across 15 countries today, organic search is instrumented, and TikTok, LinkedIn, and X are next. You'll decide where the money and effort go, keep the brand sharp on every surface, and answer for the numbers.
What makes this a marketing engineer role: at Passage, marketing runs on an AI-assisted platform built in-house - campaigns are launched, creative is built, audiences are sized, and performance is read in conversation with Claude, on top of real engineering (ads-API launch engines, MCP servers, policy guardrails). You'll operate through that platform and keep extending it. We're looking for the rare person who can both make the call to scale a channel and build the automation that scales it.
What you'll do
Own the paid channels. Run Meta and Google Ads across 15 countries - budgets, audiences, creative rotation, scale/kill decisions - and take TikTok, LinkedIn, and X from zero to measured, live channels.
Own marketing performance. A single cost-per-outcome metric ranks every dollar of spend across platforms. You'll run the weekly performance cadence, own funnel metrics from impression to conversion, and make budget moves with numbers behind them.
Own the brand across every surface. Our brand system (palette, themes, type, tone, per-medium rules) is encoded so AI produces on-brand work by default. You'll hold that bar as channels and languages multiply - ad creative, carousels, programmatic video, decks, and social posts, localized across 15+ languages.
Grow organic alongside paid. Search Console and SEO, an organic social presence built on the same brand system, and content that feeds the funnel - so the machine doesn't run on paid alone.
Run everything through the platform - and extend it. Launch engines against the ads APIs (dry-run by default, created-paused, idempotent, policy-enforcing), in-house MCP servers, and Claude skills for the recurring workflows. When something is manual and repetitive, you automate it; when a new channel arrives, you wire it in.
Measure honestly. UTM and naming conventions designed as data (they feed our BigQuery warehouse and attribution models), pixels and conversion events per platform, and dated cross-platform analyses that become the team's institutional memory.
Channels & stack
Channels: Meta · Google Ads · TikTok (next) · LinkedIn · X · organic search & social Stack: Python (stdlib-first) · Meta Marketing API · Google Ads API / GAQL · Google Search Console · Claude Code + MCP (agent tooling) · Remotion (programmatic video) · BigQuery · policies-as-code by PR
You might be a great fit if you
Have 4+ years spanning performance marketing and engineering - you've run real budgets and written production code (strong Python preferred).
Have gone deep on at least two major ad platforms (Meta, Google, TikTok, LinkedIn, X) - at API depth, not just the UI: rate limits, learning phases, targeting quirks, attribution windows.
Have genuine brand sensibility - you notice type, palette, and tone, and can tell on-brand from almost-on-brand at a glance.
Are data-fluent: SQL, funnel math, attribution; comfortable defining a metric and defending it to leadership.
Have safety instincts - dry runs, guardrails, idempotency - because your code and your decisions touch live ad spend.
Are AI-forward: excited to work through agents and build the tooling that makes them safe and effective.
Nice to have
International, multilingual campaigns; localization at scale.
SEO or content-marketing background.
Programmatic creative or video (Remotion or similar).
Experience building MCP servers, LLM agents, or AI workflow tooling.
BigQuery/dbt or analytics-engineering exposure.
Early-startup experience owning a function solo.
What success looks like in the first six months
Every live channel runs through you - budgets, creative, and the weekly performance review - and at least one new channel (TikTok, LinkedIn, or X) is launched and honestly measured.
The brand is consistent everywhere, even as languages and surfaces multiply.
Leadership sees per-channel cost-per-outcome they trust, and the platform has grown wherever the work was manual.
Ready to join us?
We are building a company designed to expand access to life-changing opportunities around the world.
If you are excited about building systems, solving complex problems, and shaping how a company makes decisions, we would love to meet you.
Note: Artificial intelligence may be used in the screening or assessment of applicants.
If your experience does not match every requirement but you believe you can thrive in this role, we encourage you to apply.
Compensation:
C$100K to C$150K + Offers Equity
