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

MRHB.Network

Member of the Management Board

Using vast previous experiences I've successfully navigated the complex terrain of startup growth, starting from scratch and developing into a driving force behind our previous startup's evolution. My journey includes:

Fundraising Excellence: 
I've been integral in securing 5 million USDT for MRHB and directly I was involved with at least 3 million+ in substantial funding. I worked on crafting compelling narratives (storytelling), presenting solid financial plans, and building relationships with investors 

Strategic Visioning: 
Coworked on aligning the direction of the organization has been instrumental in propelling our startup's success

Operational Leadership: 
Overseeing operations, optimizing workflows, and establishing efficient processes. In addition to that I Integrated AI in my direct departments- reducing costs by 30%-40%

Building High-Performing Teams: 
Assembling and nurturing teams that are not only proficient but passionate about our mission. Created systems and operations where the Marketing team operates 80% without any management oversight

Marketing Mastery: 
Lead the team to achieve over 100k community members and 200k+ downloads - Monthly transaction value of over 5 million usdt

Founding Member | Project and Strategy Management

As a Business Transformation Consultant for IBM. I have worked with various 
top Financial organizations within Canada, providing them with consultation on how they can use 
the technology solutions provided by IBM to increase their customer experience and increase revenue. 

Lead a team of BA, Configurators, Architects, and other Consultants to successfully Consult and Implement Tech/Business solutions for clients.

Business Consultant

UNDP

• Drove growth of the economics team using data analytics and consulting knowledge by taking on many projects; then proposing and implementing solutions to those projects

• Mobilized the department through leadership and teamwork by proposing and implementing a team management system which helped all the teams in the department become more organized

• Strengthened the demining project of UNDP Cambodia using data analytical skills and Excel skills by analyzing data and publishing an internal confidential counterfactual report that outlined the socio-economic value of the project

• Initiated and implemented projects to solve minority problems using strategic planning and financial inclusion knowledge by determining economic issues and proposing well-analysed solutions

Junior Consultant 

Niagara Region

• Enhanced productivity for the Budget team using financial knowledge and project management by working with the various Financial Analysts to manage and monitor regional development 

• Supported the Financial Management and Planning team in managing development charges, doing audits, bi-weekly reconciliations and thorough data analysis using Excel skills and audit knowledge by thoroughly monitoring the productivity of work

• Steered the Development Charges process towards efficiency, using problem-solving and leadership by proposing and establishing a process to decrease the work required per proposal by 50%

• Instructed various major clients of Niagara region on how to manage their development in accordance with municipal law and equipped them with the right procedures

At Niagara Region, I worked as the “Financial Management and Planning” student within the budget team. My role was similar to a finance/accounting analyst where my day was mixed with looking through cash flows, managing development charges, doing audits, bi-weekly reconciliations, working on various projects and giving support to the AR team as the revenue is received.  

I had tasks that needed to be performed daily, weekly, monthly, and sporadically. As I was performing my established periodic tasks, I also got myself involved in different projects which helped many of the budget team members as I took on parts of their work. Furthermore, I also started to look at some of the processes being performed and decided to propose more efficient methods to get the work done. My proposal got approved and also got a 2019 budget allocated to it. Additional to that, I got the opportunity to work with over 25 different programs, financial/accounting processes and methods. 
    
  ***To read more about my experience at Niagara Region, please read the article attached.***

Financial Management and Planning Student

General Motors

• Lead and monitored unionized workers to reach daily production goals, using leadership and management skills, by directing the team towards finishing the work safely and on time

• Improved the quality of cars produced using evaluation and auditing skills by, monitoring the work quality produced by the workers and reinforcing the project’s requirements  

• Controlled the flow of cars through the paint department using technical skills and operational Knowledge by allocating cars to certain areas in accordance with their requirements

• Motivated improvements at CAMI using my leadership and innovation skills by recommending improvements and implementing them

My first Co-op has been an experience that could not be replaced; a chance to grow myself intellectually and practically. At General Motors I worked as a Production Group Leader (Management), where my job was to manage unionized workers to ensure the production of the Chevrolet Equinox was of the highest quality. My daily work had a lot to do with auditing car quality, staying engaged with workers to reinforce certain behaviors and tasks for the quality of the cars. I also made sure that workplace safety was met and each worker was following daily safety requirements. To add on, I also managed the payroll and scheduling of each worker within my area. I also got the opportunity to work on new projects which were initiated by the department and by myself.

Production Group Leader

I'm a finance and technology professional passionate about strategic growth, innovation, and real-world impact. I hold an Honours degree in Business Administration (Co-op) with a specialization in Finance from Brock University, where I had the privilege of working with the United Nations on their Cambodia landmine removal project. For my contributions, I was honored with both the Canadian National Award and the University Award.

Professionally, I have built experience across major organizations, including my time as a Business Consultant at IBM, before transitioning into leadership roles in fintech, blockchain, and ethical finance. Most recently, I served as Chief Marketing Officer at MRHB.Network, helping scale the world’s first ethical DeFi platform to over 250,000 users globally.

Beyond finance and blockchain, I have a deep and growing interest in artificial intelligence (AI)—particularly its application in financial services, marketing automation, and business optimization. I am actively studying the intersection of AI, fintech, and business strategy, and exploring how intelligent systems can reshape industries ethically and efficiently.

Outside of work, I founded a YouTube channel where I share insights on ethical finance, entrepreneurship, and personal growth, inspiring a community of over 13,000 subscribers.

Looking ahead, I am committed to expanding my expertise across fintech and AI, embracing new challenges, and contributing to industries that drive positive, innovative, and sustainable change.

taplio

The Battle

Asad Jalib, PMP LSSBB

Ahmed Jawa, PMP®

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