Founding Demand Generation Lead

Alloy River•Toronto, ON

4d•CA$200,000 - CA$350,000•Onsite

About The Position

Alloy River acquires accounting firms and aims to grow their clientele by bringing online lead generation in-house. This role will own online demand generation end-to-end, from strategy to execution. The initial focus will be on one firm, with the goal of proving a playbook and then extending it across a growing portfolio of firms in Canada and the US. The company is AI-native and uses AI in its operations and product development. Alloy River has raised over $30 million from notable investors and is looking for builders and operators to scale its business.

Requirements

5+ years in B2B demand generation.
At least 2 years building a demand engine from scratch.
Proven experience building large pipelines from scratch with explainable playbooks.
Demonstrable, explicit wins in demand generation, showing improvement in deal flow.
Driven by metrics, results, and momentum.
Ability to deploy on day one without BDR support.
Strong experience with AI tools for outreach, research, and pipeline management.
High agency: identify problems, form views, and act independently.
AI-forward: changed work processes due to AI, using agents as a primary tool.
Strong opinions, shared openly and willing to be corrected.
Ownership mentality: responsible for outcomes, not just tasks.
Curiosity: deep dives without being asked, asking probing questions.
Optimistic outlook: belief in improvement and problem-solving.

Nice To Haves

Experience running demand gen for service firms.
Experience in messy, open markets.
Experience as a marketing-heavy generalist or AE with a stable pipeline and team.

Responsibilities

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 and fix leaks in the funnel, focusing on continuous improvement.
Build the demand generation playbook from scratch and adapt it for different firms.
Set up systems, tooling, and tracking to make the process repeatable.
Report metrics to leadership and the board.
Build new playbooks when existing ones are successful.
Utilize AI to increase leverage across all demand generation activities.
Own metrics in front of a board and build a team when appropriate.