Founding Demand Generation Lead

About Alloy River

Alloy River builds agentic applied AI for finance and accounting. We re-architected the general ledger from first principles, layering automation, workflow orchestration, and applied AI directly into its core. Our mission transforms finance from a slow, labor-intensive reporting function into a real-time, strategic engine for profit and control.

We've raised over $30M from Portage Ventures, Electric Capital, Elad Gil, and angels including Tobi Lütke and Balaji Srinivasan. We're scaling with the best builders and operators globally.

Role Overview

Alloy River acquires accounting firms. Growing each firm's clientele is a major lever—today left to individual firms. You will own online lead generation end-to-end, from strategy to execution. You'll start with one firm, prove the playbook, then extend it across a rapidly 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 messaging, select channels, and run experiments to fill the pipeline
• Identify funnel leaks and systematically fix them

Build the playbook

• Create repeatable playbooks from scratch, adapting as you learn what works for each firm
• Set up systems, tooling, and tracking for scalability
• Form strong, data-backed opinions on what to build and why

Own the outcome

• Report metrics to leadership and the board
• Scale working playbooks and use AI to increase leverage across the portfolio

What We're Looking For

• Proven demand generation experience in service firms
• Track record building pipelines from scratch in open, competitive markets
• Not a marketing generalist or AE accustomed to stable pipelines and large teams
• Hands-on operator with strong analytical and execution skills