Founding Demand Generation Lead

Job summary

You will own the end-to-end online demand generation strategy, from initial lead acquisition to qualified pipeline development. You are responsible for building and scaling repeatable playbooks across multiple firms while reporting metrics directly to leadership.

Job details

About Alloy River Alloy River builds agentic applied AI for finance and accounting. Accounting today is fragmented, manual, and reactive. We believe it should be intelligent, structured, and operationally decisive. Our mission is to transform finance from a slow, labor-intensive, reporting function into a real-time, strategic engine for profit and control. We re-architected the general ledger from first principles, and layered automation, workflow orchestration, and applied AI directly into its core. Instead of accountants moving data between tools and managing checklists, our system produces outcomes, surfaces exceptions, and compounds leverage over time. This is not incremental improvement. It is a ground-up redesign of financial infrastructure for an AI-native world. We raised over $30m to date from Portage Ventures, Electric Capital, Elad Gil, and angels like Tobi Lütke, Balaji Srinivasan, and many more. We’re scaling what we do with the best builders, operators, and craftspeople in the world. Role Overview Alloy River acquires accounting firms. Growing the clientele of each one is one of our biggest levers, and today it is left to each firm to work out on its own. This role brings it in-house. You will own online lead generation end-to-end, from strategy to execution. You start with one firm, prove the playbook, and extend it across a quickly growing portfolio across Canada and the US. What You'll Work On Build the funnel Own online demand generation end to end, from first touch to qualified lead. Design the messaging, pick the channels, and run the experiments that fill the pipeline. Find where the funnel leaks and fix it. Treat it as something to improve, not just operate. Build the playbook Build the playbook from scratch, then adapt it as you learn what works for each firm. Set up the systems, tooling, and tracking that make it repeatable. Have strong opinions on what to build and why, with data to back it. Own the outcome Report your metrics to leadership and the board. When a playbook is working, build the next one. Use AI to push the leverage of all of it. What We're Looking For This role is for someone who has run demand gen for service firms before. You have built pipelines from nothing in messy, open markets, and you have the wins to show for it. This is not a role for marketing-heavy generalists, or for AEs used to a stable pipeline and a team around them. 5+ years in B2B demand generation, including at least 2 years building a demand engine. You’ve built large pipelines from scratch, with playbooks you can point to and explain. You have explicit, provable wins. You can show what deal flow looked like before you and after you. You’re driven by metrics, results, and momentum. You care about the numbers going up and doing everything in your control to make that happen. You’re able to deploy on day one, with no BDRs. You can own your metrics in front of a board, and build a team when the time comes. You have strong experience with AI tools for outreach, research, and pipeline management. How We Work You will report directly to the CEO and operate with significant autonomy. You will have real influence over how the GTM function takes shape for the firms we acquire. This is a ground-floor opportunity to build something, then scale the team behind it. You will work alongside people who move fast, have strong opinions, and hold themselves to a high standard. AI is a core part of how we work - not just what we build, but how we build it. Why Join Alloy River Help create a category-defining product with a real impact on business owners. Work in-person with people who are excellent at what they do and fun to be around. Join early and shape the future of an industry. James makes everyone lunch at 12pm. What We Look For We hire high agency, AI-forward builders. The title or background matters less than the pattern underneath it. High agency. You don't wait to be pointed. You identify the problem, form a view, and act. AI-forward. You've changed how you work because of AI - not as a novelty, but because of how it lets you build. Your first instinct is to reach for the agent, not the keyboard. Strong opinions. You have a perspective and you share it - in writing, in meetings, in Slack. Strong opinions, loosely held. You're not afraid to be wrong. Ownership. You feel responsible for outcomes, not just doing your part. You've built something that didn't exist before you arrived, and you didn't let go until it was right. Curiosity. You go deep without being asked. You ask the questions others skip. You tinker. Optimistic. You believe that things can improve, problems can be solved, and people are generally trying their best. This is the foundation of how you work and how you treat people. Compensation & Location This role pays $200,000 - $350,000 CAD OTE, plus equity. This role is in-person full-time at our gorgeous office in Liberty Village, Toronto. Benefits Competitive pay 100% covered health insurance A gorgeous loft office in Liberty Village Flexible PTO AI Usage Policy We may use AI to help review candidate applications, but the final decision is always made by a human.

What you’ll do

You will own the end-to-end online demand generation strategy, from initial lead acquisition to qualified pipeline development. You are responsible for building and scaling repeatable playbooks across multiple firms while reporting metrics directly to leadership.

Requirements

The role requires at least 5 years of B2B demand generation experience, with a proven track record of building pipelines from scratch. Candidates must be high-agency, AI-forward builders capable of operating autonomously without a dedicated BDR team.

Benefits

• Health insurance
• Work laptop
• Flexible PTO

Listed skills

• Data analysis · Preferred
• Project management · Preferred
• Business development · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Demand generation
• B2B marketing
• Pipeline building
• Lead generation
• Strategy execution
• AI tools
• Data analysis
• Sales funnel management
• Workflow orchestration
• Market research
• Outreach
• Metrics tracking
• Business development
• Project management
• Management
• Tooling
• Workflow Management
• Influencing Skills
• Influencing Without Authority
• Curiosity
• Leadership
• Pipelines
• Artificial Intelligence
• Marketing
• Writing
• Finance
• Research
• Equities
• Demand Generation
• Lead Generation
• Slack (Software)
• Automation
• Business To Business
• Accounting
• Decisiveness
• General Ledger
• Optimism
• Checklists

Job areas

• Marketing
• Sales
• Technology
• Finance & Accounting
• Management & Leadership
• Demand Generation Representative
• Lead Generation Specialist
• Commercial Sales Representatives
• Sales Representatives of Services, Except Advertising, Insurance, Financial Services, and Travel

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