--- title: 'Founding Demand Generation Lead at Alloy River' canonical: 'https://feeny.ai/job/founding-demand-generation-lead-alloy-river-toronto-6wnvr37ckpyd' type: 'job' last_seen: '2026-11-04' --- # Founding Demand Generation Lead at Alloy River - **Company:** Alloy River - **Location:** Toronto, Canada - **Compensation:** $200k–$350k - **Employment:** full-time - **Work type:** onsite - **Posted:** 2026-10-22 - **Last confirmed live:** 2026-11-04 - **Apply:** https://jobs.ashbyhq.com/alloyriver/b247e7f2-c80a-4d29-8b77-55bc535af46c ## Job description ## 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. ## About Alloy River ## Company Overview - **One-liner**: Alloy River builds agentic applied AI for finance and accounting, re-architecting the general ledger from first principles to transform finance into a real-time, strategic engine. - **Entity Type**: Private (raised over $30M in funding) - **Headquarters**: Montreal, Quebec, Canada (registered office); operational headquarters in Toronto, Ontario (Liberty Village) - **Founded**: 2022 (incorporated February 2, 2022) - **Founders**: Gui Laliberte (CEO, Founder), Jeremy Tupper (CTO, Cofounder) ## Core Business - Primary industry: Enterprise Fintech / AI-powered Accounting & Finance Software - Target customers: SMB and mid-market business owners who need a modern, AI-native finance function; B2B - Mission: "To give every business owner a world-class finance team for less than the cost of hiring one person." The company believes finance should be "instant, proactive, and omniscient." ## Products & Services - **AI-Native Finance Stack**: A ground-up redesign of financial infrastructure that combines AI, software, and experienced finance/accounting professionals into a single, integrated function. The system automates workflows, orchestrates processes, and surfaces exceptions, replacing fragmented legacy tools with a unified, intelligent platform. ## Market Standing - **Valuation/Market Cap**: Not publicly available (private company). - **Key Metric – Total Funding**: Over $30M raised (as of 2026). - **Notable Investors/Partners**: Portage Ventures, Electric Capital, Elad Gil, and angel investors including Tobi Lütke (CEO of Shopify), Balaji Srinivasan, and many others. - **Growth Signals**: Aggressively scaling headcount from a small team (approx. 7-11 employees) with 7 simultaneous open roles as of late 2025/early 2026. The company is actively building out its corporate development, product, and engineering teams. ## Competitive Advantages - **First-Principles Redesign**: Alloy River is not layering AI on top of legacy accounting software; they have "re-architected the general ledger from first principles" for an AI-native world, creating a strong technological moat. - **AI-First DNA**: The entire company and product are built around applied AI, making it a category-defining rather than an incremental product. - **Tier-1 Investor Backing**: Backed by Portage Ventures and Electric Capital, alongside iconic operators like Tobi Lütke and Balaji Srinivasan, providing deep capital and network moats. - **High-Agency, Senior Team**: The company explicitly hires for "high-agency" and "AI-forward" builders, creating a culture of extreme ownership and speed. ## Strategic Focus - **Product Development**: Building a fully agentic and operationally decisive finance system that moves beyond mere automation. - **Talent Acquisition**: Hiring "the best builders, operators, and craftspeople in the world" to scale the product and company. The focus is on finding high-agency, AI-native talent. - **Market Position**: Creating a new category of AI-native financial infrastructure, targeting business owners frustrated with traditional, reactive accounting. ## Why Work Here - **Culture**: Described as a "build" environment where employees have real ownership and autonomy. The team is small, senior, and operates with high urgency. The CEO, Gui Laliberte, fosters a culture of creative, ambitious builders working on something they care about. The office vibe is described as "gorgeous" with a daily team lunch cooked by a team member. - **Work Model**: **In-person full-time** in Liberty Village, Toronto. The company strongly believes that the best work happens in person, citing faster decisions and tighter feedback loops. - **Compensation & Benefits**: Competitive pay (e.g., Business Operations Manager: $140K-$170K CAD). Benefits include 100% covered health insurance, flexible PTO, and a work laptop provided. - **Engineering & AI Culture**: Engineers and product builders have access to cutting-edge AI tools (Cursor, Codex, Claude Code) and are expected to build their own tooling. The company uses AI across all workflows. The role of "Member of Technical Staff" offers a salary band of $180K-$230K CAD, signaling high value placed on technical talent. - **Key Leadership**: Gui Laliberte (CEO) is described as building a team of "funny, interesting people who are all working on something they care about." The leadership team includes a CTO, COO, and Head of Product. ## Sources 1. [alloyriver.com](https://alloyriver.com/) - Official company website, mission, product description, and funding details. 2. [linkedin.com/company/alloyriver](https://www.linkedin.com/company/alloyriver) - LinkedIn company page (7 employees, key executives). 3. [federalcorporation.ca](https://federalcorporation.ca/corporation/13739180) - Canadian federal corporation record (incorporation date, registered address, directors). 4. [linkedin.com](https://www.linkedin.com/posts/ninaiordanova_were-filling-7-seven-7-roles-for-alloy-activity-7448416413385605120-6T0f) - LinkedIn post by a recruiter detailing 7 open roles and company culture. 5. [ca.trabajo.org](https://ca.trabajo.org/job-4038-ab01a3fee55c403c2d5f30394503f226) - Detailed job posting for Business Operations Manager (compensation, work model, culture, benefits). ## Other roles at Alloy River - [Sr. Financial Analyst](https://feeny.ai/job/sr-financial-analyst-alloy-river-toronto-2avpb3wsbm6j) — Toronto, Canada