UpperClass Growth Engineer

About UpperClass

UpperClass helps universities turn their current students into authentic student creators who produce and distribute content that supports student recruitment.

We work with universities to build student creator communities, develop content strategies and campaigns, and distribute student stories across social channels, university websites, recruitment partners, and the UpperClass platform.

The Role

We are looking for a Growth Engineer to own the strategy, campaign design, and growth execution for UpperClass university implementations.

This is not a traditional software engineering role.

A Growth Engineer at UpperClass sits at the intersection of higher education marketing, growth strategy, content, and technology. You will take a university's recruitment goals and turn them into practical campaigns that student creators can execute.

You will be responsible for answering questions like:

Who are we trying to reach? What should students create? Where should it be distributed? What campaign should we run next? How do we turn attention into leads?

You will work closely with university marketing and recruitment teams, Creator Program Managers, student creators, and the UpperClass product team.

What You'll Own

1. Growth Strategy

Lead the development of growth strategies for UpperClass clients.

You will:

• Understand the university's recruitment objectives, priority programs, markets, and audiences
• Map prospective-student audiences and their content needs
• Identify growth opportunities across social, search, content, student creators, and partner distribution
• Develop campaign strategies designed to generate awareness, engagement, inquiries, and applications
• Translate institutional objectives into measurable growth initiatives
• Establish campaign KPIs and success metrics
• Continuously refine strategy based on performance

You should be able to look at a university and quickly identify:

Who they need to attract → what those students care about → what content will move them → where that content should live → how we measure the result.

2. Campaign Development

Design campaigns that student creators can actually execute.

You will develop:

• Campaign concepts
• Content themes
• Creator briefs
• Content calendars
• Hooks and angles
• Calls-to-action
• Audience-specific campaigns
• Recruitment-market campaigns
• Program-specific campaigns
• Student journey campaigns

Examples could include:

• A Day in the Life
• What I Wish I Knew Before Coming Here
• Why I Chose This University
• What Nobody Tells You About Studying Abroad
• Parents Ask, Students Answer
• My First 30 Days on Campus
• What $X Gets You as a Student
• Why I Chose This Program
• Student vs. Agent: Who Actually Helps You Choose?

The goal is not simply to produce more content.

The goal is to build campaigns that create demand and move prospective students toward action.

3. Creator Strategy

Work closely with the Creator Program Manager to translate growth strategy into creator execution.

You will:

• Define what creators should talk about
• Develop creator briefs and campaign frameworks
• Identify content gaps
• Recommend creator archetypes and audiences
• Help creators understand hooks, storytelling, and CTAs
• Review content performance and identify what should be repeated, improved, or stopped
• Build repeatable campaign structures that can be deployed across universities

You will not necessarily create every piece of content yourself, but you should have strong enough content instincts to know what good looks like.

4. Campaign Performance & Optimization

Own the performance loop.

You will monitor:

• Content reach
• Engagement
• Video performance
• Creator performance
• Traffic
• Leads
• Lead quality
• Conversion signals
• Campaign-level performance

Then turn the data into action.

You should be comfortable saying:

“This campaign is working. Scale it.”

“This content is getting views but not generating intent. Change the CTA.”

“This creator is outperforming the cohort. Give them a larger role.”

“This audience isn't responding. Let's change the angle.”

5. Growth Experiments

Run structured experiments to discover what works.

You will test:

• Different content formats
• Hooks
• Messaging
• CTAs
• Campaign themes
• Creator types
• Distribution channels
• Landing pages
• Lead capture mechanisms
• Audience segments
• Recruitment markets

Every experiment should have a clear hypothesis, execution plan, measurement approach, and learning outcome.

6. Higher Education Marketing

Work directly with university marketing, recruitment, international office, and enrollment teams.

You will help translate institutional priorities into campaigns that are relevant to prospective students.

You should understand the realities of higher education marketing, including:

• Program recruitment
• International student recruitment
• Student decision journeys
• Recruitment markets
• Brand positioning
• Student personas
• Admissions funnels
• Lead generation
• Enrollment conversion

The role requires someone who can speak both “university” and “growth.”

7. Work Across the UpperClass Platform

Use the UpperClass platform to turn strategy into distribution and measurable outcomes.

This may include working with:

• Creator campaigns
• Content Hub
• Institution landing pages
• LiveFeed embeds
• Lead capture
• Creator analytics
• Campaign analytics
• Partner distribution
• Performance reporting

UpperClass proposals position the platform as a way to connect student-created content with university pages, recruitment partners, lead capture, and measurable engagement.

8. Build Repeatable Growth Systems

One of the most important parts of this role is turning individual client work into repeatable playbooks.

You will help UpperClass build:

• Campaign templates
• Strategy frameworks
• Creator brief templates
• Content calendars
• Growth experiments
• Reporting frameworks
• Best-practice libraries
• University-specific growth playbooks

The objective is to make every implementation smarter than the one before it.

What Success Looks Like

A successful Growth Engineer will be able to take a university's recruitment goal and turn it into a clear growth system:

Strategy → Campaign → Creator Execution → Distribution → Leads → Learning → Optimization

You will help ensure that UpperClass is not simply a platform for student content, but a growth engine for university recruitment.

Who We're Looking For

We are looking for someone who is:

• Strong in growth strategy and marketing
• Highly analytical but also creative
• Comfortable developing campaigns from scratch
• Able to turn vague goals into concrete execution plans
• Comfortable working directly with university leadership and marketing teams
• Strong at understanding audiences and student behavior
• Comfortable working with data and performance metrics
• Fast-moving and highly proactive
• Strong at writing briefs, campaigns, and messaging
• Comfortable testing, learning, and iterating
• Excited by the intersection of education, creators, media, and technology

Strong Plus: Content & Creative Background

A background in content creation, film, video, cinematography, video editing, scriptwriting, photography, social media, creative direction, or storytelling is a strong advantage.

You do not need to be a professional filmmaker.

But you should understand:

• What makes a strong hook
• What makes short-form content engaging
• How stories are structured
• How to turn an idea into a compelling video
• How different formats behave across TikTok, Instagram, YouTube, and other channels
• How to brief creators effectively

The ideal candidate can look at a piece of student content and immediately understand:

Why did this work? Why didn't this work? What should we do next?

Strong Plus: Higher Education Experience

Experience in any of the following is highly valuable:

• University marketing
• International student recruitment
• Admissions
• Enrollment marketing
• Education agents
• EdTech
• Student recruitment agencies
• Higher education communications

Working Style

This role is ideal for someone who enjoys building, experimenting, and shipping.

You will have significant ownership over strategy and execution. We are a startup, so the job will evolve quickly and you'll often need to figure things out rather than wait for a predefined process.

We value people who:

Think strategically. Move quickly. Test relentlessly. Learn fast.

Compensation

Full time (based in Korea, Toronto, or Manila) or Fixed fee per project (if you are fractional).

Growth Engineers will work on a project basis, with compensation agreed according to the scope and complexity of each UpperClass engagement.

Projects may include individual university implementations, campaign strategy engagements, growth experiments, or broader UpperClass growth initiatives.

The Person We're Hiring

We're looking for someone who can sit with a university leader and hear:

“We need more students from Thailand.”

…and turn that into:

“Here's the audience, here's the campaign, here's what the creators should make, here's where we're distributing it, here's how we'll measure it, and here's what we're testing next.”