Tough Commerce

Tough Commerce (YC W20) is a VC-backed B2B SaaS start-up delivering operations software for construction suppliers across Canada, USA, and Australia.

My role is to manage the business's day-to-day operations and strategy, leading Finance, People, Customer Success (Onboarding, Retention, Support, Expansion), Corporate Services, and Special Projects. I also serve as the Board Secretary.

Backed by Y-Combinator, MaRS IAF, Xploration Capital, L-Spark and more.

Vice President, Operations & Finance

Vice President, Operations

Amazon

Directed daily business operations for Amazon's largest site in Canada, leading a team of 180+, with a daily budget of $200K, consistently exceeding productivity, cost, quality, and employee satisfaction targets. Recipient of Amazon’s highest leadership rating in annual reviews.

Senior Manager, Operations (L5)

Manager, Operations (L4)

DirtMarket

Built DirtMarket, which became North America's largest soil marketplace, working with Fortune 500 construction teams including PCL, EllisDon, Aecon, Bird, LaFarge and GFL to re-use soil across project sites in Canada and USA and cut earthworks costs.

Backed by L-Spark. Featured in Canada Construction News, Top 10 Fastest Growing Start-ups in Canada by FoundersBeta, CKTB Radio, and more.

Founder & CEO

Brock University Students'​ Union

Elected President of the unviersity's student body, managing an annual budget of $13.5m and ~200 staff. Key projects included leading the Zone Fitness Centre Expansion project ($35m & 35,000 sq. ft.  award winning facility), managing and negotiating COVID-time transit contracts ($4m) with municipalities, and redefining the ancillary fee ($10.5m) structure to support students during COVID.

President

Vice President, Finance

Operations Associate

Dynacare

Coordinated the rebranding of 150+ Gamma-Labs locations to Dynacare after the acquisition.

YouTube

Launched and grew a YouTube channel from 0 to 4M+ subscribers with our team, gaining 400M+ views. Featured in hundreds of news outlets and magazines globally, including GQ.

Channel: @MyBollywoodBody

YouTuber

Empire Fitness Canada

Launched a fitness supplement retail business, achieving $150K in sales. Expanded to 10+ commissioned staff, serving over 300 customers across 3 countries.

Founder

Currently the Vice President, Finance & Operations at Tough Commerce, a Y-Combinator backed B2B SaaS startup. I lead core operations including Finance, People, IT, Corporate Services, Customer Experience and Special Projects.

Before joining Tough Commerce, I co-founded and led DirtMarket, a tech startup that revolutionized the way soil is managed by empowering earthmovers to utilize the circular economy. I bootstrapped the venture, built, and scaled from zero to over 1,000 customers (including Fortune 500), won multiple pitch competitions and awards, and secured funding to grow the business. I also worked as a Manager II, Operations at Amazon, where I cut my teeth in managing large scale projects and teams, directly managing teams of 180+ at Canada’s largest FC. I launched several initiatives to improve safety, quality, and productivity that had seven-figure impact. 

I studied professional accounting at the University of Toronto, and have a BBA (Honours) from the Goodman School of Business. I am currently advancing towards the CPA designation through CPA Canada.

Asad Jalib, PMP LSSBB

The Sales Factory

Industries Serviced: Travel Tech, Logistics Compliance Solutions, PeopleOps Compliance SaaS, Billing Management, Real Estate Lending, Engineering Services, Warehouse Management SaaS, Loan Origination Management, and Financial Literacy.

The Junior Account Manager is a hybrid role between the client-relationship management and sales team management role; I manage a book of business, support special projects, and lead a team of 6 reps.

I work closely with client stakeholders to report top-of-funnel performance & opportunities, and strategize to increase results, and optimize team growth.

I work closely with my reps, providing them training in copywriting, prospecting, and provide in-depth training of CRM functions to increase workflow productivity and simplify reporting. 

In Q1 2025, I had 2 BDRs on my team promoted into Senior BDR roles, with a team quota attainment of 90%. In Q2 2025, my team quota attainment was 130%.

Junior Account Manager

Ranked in first place for highest number of total bookings in 2024

Industries Serviced: Logistics, IT Consulting, Fintech, Corporate Banking, EHS Compliance, Real Estate Lending, and Point-of-Sales (enterprise)

Roles Serviced: SMB Account Executive, Full-Cycle Inside Sales Representative (ISR), Enterprise Business Development Representative

I worked closely with internal Account Managers, as well as the stakeholders on the client-side to manage relationships, report top-of-funnel bookings & opportunities, and strategize to reduce bottlenecks and optimize growth. 

I also acted as a supervisor on multiple client-teams, providing general guidance in day-to-day workflow for Junior BDRs, creating templates and sequences, and doing training sessions to ensure all BDRs are operating at a higher standard.

With one of my clients, I was also able to consult as an end-user for their CRM migration, helping build out unique properties for tracking, and optimize reporting for a better visual on lifecycle stages and conversion rates. With these changes in reporting, we were able to target our closed-lost, or ghosted prospects with more efficiency, helping us exceed our revenue targets.

I attained 250% of quota in Q2 2024, 220% of quota in Q3 2024, and 180% of quota in Q4 2024.

Client Partner Specialist (Account Coordinator)

Industries Serviced: Defence Data Security & Compliance, Marketing, Animation & Game Design, DNS Monitoring & Management

Roles Serviced: Inbound Sales Development Representative (SDR), Mid-Market Business Development Representative (BDR)
 
Through my role, I worked cross-functionally with our Account Managers, the Sales Enablement team, and briefly with stakeholders on the client-side, to optimize our targeting, sequences, and outreach strategy.

In Q1 2024, I generated over $1M in pipeline value, attaining 140% of my quota.

Alongside my BDS responsibilities, I also worked with the Director of Marketing to help develop the growth marketing strategies for the Sales Prospecting Academy, a self-led sales course created by the Learning and Development team.

Business Development Specialist (Senior BDR)

Industries Serviced: Accounts Payable SaaS

Roles Serviced: Mid-Market Business Development Representative, SMB Business Development Representative

Initiated outbound sales activities including cold calls, email campaigns, and LinkedIn outreach - mid-market

Developed follow-up templates and designed manual follow-up sequences which saw a 60% open rate 

Built and maintained a constant pipeline of leads to convert into booked meetings, generating $500k in pipeline value, but falling short of quota at 80%.

Business Development Representative

Smart Auto Solutions

Business and Sales Operations Manager

Canadian Association of Business Students

Vice-President of Competitions

JDC Central

As the Director of Corporate Relations for JDC Central, I was responsible for developing our sponsorship attainment strategy and performing outreach to past sponsors, essentially as a full sales-cycle role mixed with account management as well.

I developed the cadence, as well as a data sheet CRM to keep track of outreach, which allowed my team and I to optimize our outreach and secure partnerships.

Through the rigorous dedication of my team, we were able to secure over $50,000 in Sponsorships for 2024, and $70,000 in 2025.

Throughout the competition both years, I managed the Career Fair and Nightly Security, and sat on the Judges' Panel for team dances. I also supported the Logistics, Engagement, Academic, and Debate functions, filling in gaps where needed.

Director of Corporate Relations - JDCC '24 (Kingston) + JDCC '25 (Ottawa)

Built out an Advisory Board alongside the VP of Competitions to help assist in the growth and continuity of the annual case competition known as JDCC. 

Through the Advisory Board, we were able to bring together a group of 7 JDCC alumni from different periods and different delegations to help with the continuity and growth of the case competition through transitional periods. 

Through the board, we were able to introduce new in-depth SOPs in the Corporate Relations department, as well as throughout the Program Team as a whole. 

The Advisory Board also guided us through the development of new outreach procedures to introduce new delegations to the JDCC competition, providing concise and detailed feedback to help scale and grow the competition.

I served as the Chairman of the Board for the first year, acting as a liaison between CABS executives, the JDCC Program Team + Executive Directors, and the CABS board.

Director of Competitions

HUGO BOSS

As a Sales Associate at HUGO BOSS, I took pride in providing customers with exceptional service throughout their entire shopping experience, by listening and understanding customer needs and exceeding them, providing the customer with confidence in their purchase. 

One of my responsibilities as a Sales Associate was ensuring the achievement of daily store goals for sales, and email capture rate, exceeding them by at least 10% every shift. 

As a Sales Associate, I also collaborated with co-workers and management to complete monthly visual merchandising in accordance with BOSS standards, ensuring that the store was visually pleasing to look at, and also optimal to maximize store sales.

I also championed the CRM outreach program at our store, increasing our overall outreach by 160%, and informally trained my colleagues on various outreach strategies to help increase conversion.

Sales Associate

Throughout 2020 up until late 2023, I took on a variety of freelance projects based around content strategy, content creation, and social media management.

 Having a passion for photography, marketing, and cars, I was able to work with many different people and organizations to help create content, strategize unique marketing initiatives, and also work on passion projects. 

The majority of my client work focused on the automotive industry, working with car enthusiasts to showcase their vehicles, working with Sales Reps to develop content that would help with lead generation, and helping local dealerships design new logos and build out their branding kits and the foundation of their social media presence.

I also worked with a variety of student union representatives at the local university to develop content for their election campaigns, as well as content creation for proposals, photoshoots for proms, weddings, and other events.

Digital Media Manager

Goodman Business Students' Association (Goodman BSA)

During my tenure at the BSA, I took on the responsibility of overseeing merchandise design, ordering, and distribution for several student clubs under the BSA umbrella. This involved negotiating cost-effective rates with suppliers, ensuring high-quality custom branding, and implementing efficient inventory systems to guarantee timely delivery. By streamlining the merchandise process, I contributed to the smooth operation of the clubs and their ability to promote their respective brands effectively. Additionally, I took the initiative to plan, organize, and host a networking workshop that were well-received by the student body. These workshops aimed to enhance participants' skills in various areas and witnessed a notable increase in participation. The positive feedback received highlighted the effectiveness of these sessions in providing valuable learning experiences and fostering a supportive learning environment.

Vice President Student Engagement

As the Vice-President of Marketing, I managed a team of 9 students, ensuring that tasks are being completed to standard and in a timely manner. I worked in collaboration with my team and the Vice-President of Student Engagement to develop strategies to increase student engagement on our social media and maximize event turnout. Within the first semester, we managed to increase our Instagram following by over 250 followers, and improved our social media engagement by significant margins, including our story interactions. During the second semester, I also introduced an Instagram groupchat for all business schools under CABS, in which roundtable discussions are extended beyond conferences, and also allows schools from nearby areas to share and promote external events, to increase external engagement.

Vice President Marketing

Goodman JDCC

3rd Place - Academics, Entrepreneurship Stream
4th Place - School of the Year

Academic Delegate - Entrepreneurship Lead - JDCC '23 (Ottawa)

Wealthsimple

As the Social Media Lead for WealthSimple I was responsible for managing our social media team, scheduling posts, and assisted in the creation of promotional content around campus for Instagram Stories, Reels, and TikToks. I used a variety of different apps and softwares to design posts and edit videos for a quick turnaround. Generally content was shot, edited and posted within 24 to 48 hours, at a consistency of 2 to 3 times a week.

taplio

The Battle

Asad Jalib, PMP LSSBB

Ali I.

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?