Looking to see if the below scenario is possible. All of our leads are assigned to a rep company. They have a lead owner but this is not the person that is actually managing the leads, it is a rep at the assigned rep company. Is there a way to dynamically send an alert to the assigned rep company (which is a populated field on a leads profile in SFDC) rather than the lead owner, account manager or a specific email address?
No this is not possible. You should consider some Process Builder or APEX triggers in SFDC to do this.