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About the Role

Alloy River acquires accounting firms. This role will own online lead generation end-to-end, from strategy to execution, starting with one firm and extending the playbook across a growing portfolio in Canada and the US.

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 funnel leaks, treating it as an area for continuous improvement.
• Build the demand generation playbook from scratch and adapt it for each firm.
• Set up systems, tooling, and tracking to make the process repeatable.
• Report metrics to leadership and the board.
• Build new playbooks when current ones are successful.
• Utilize AI to enhance leverage across all demand generation efforts.

Requirements

• Experience running demand generation for service firms.
• Proven track record of building pipelines from scratch in open markets.
• 5+ years in B2B demand generation.
• At least 2 years of experience building a demand engine.
• Ability to deploy on day one without BDR support.
• Capacity to own metrics in front of a board and build a team when necessary.
• High agency: identify problems, form views, and act without direction.
• AI-forward approach: integrate AI into work processes for efficiency and capability.
• Strong opinions, shared constructively.
• Ownership mentality: responsible for outcomes, not just tasks.
• Curiosity and a drive to explore and learn.
• Optimistic outlook and a positive approach to problem-solving and interpersonal interactions.

Skills

• Demand generation strategy and execution
• Online lead generation
• Messaging design
• Channel selection
• Experimentation
• Pipeline management
• Playbook development
• Systems and tooling implementation
• Performance tracking and metrics reporting
• AI tools for outreach, research, and pipeline management

Location

• Toronto, Canada

Work Type

• In-person
• Full-time

Experience Level

• 5+ years in B2B demand generation
• 2+ years building a demand engine

Salary/Compensations

• $200,000 - $350,000 CAD OTE with a 50/50 split, plus equity

Benefits

• Competitive pay
• 100% covered health insurance
• Work laptop provided
• Flexible PTO
• Equity

About the Company

• Alloy River builds agentic applied AI for finance and accounting, aiming to transform the industry from manual and reactive to intelligent and decisive.
• The company has re-architected the general ledger with automation, workflow orchestration, and AI.
• Raised over $30m from investors including Portage Ventures, Electric Capital, and Elad Gil.
• Seeking talented individuals to scale operations with the best builders, operators, and craftspeople.

Equal Opportunity

• AI may be used to help review candidate applications, but the final decision is always made by a human.