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 secure 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.

Note: Artificial intelligence may be used in the screening or assessment of applicants.

Compensation:
C$100K to C$150K + Offers Equity

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📌 Senior Marketing Engineer (Toronto)
🏢 Passage
📍 Toronto