Driving Force Group Leadership Team

Ayman Ammoura

President & CEO, The Driving Force Group of Companies

For nearly 20 years, Ayman has been driving innovation in the automotive industry, setting the standard for operational excellence with passion and precision. He first joined the executive team in 2007 as an IT leader. During his 15-year career with the company, he served in key transformative roles, including Chief Information Officer, Chief Operating Officer and Chief Innovation Officer. Today, he applies his skills and experience to lead the team’s growth and development as our President and CEO. Ayman holds a Bachelor of Science degree in Computing Sciences and Mathematics and a Master of Science degree, specializing in data mining within distributed databases. Prior to The Driving Force Group of Companies, he managed an OEM dealership and car rental franchises in the Yukon and Alberta. He also served three years as a published, award-winning author at the University of Alberta. Ayman considers himself lucky to get the opportunity to do what he loves every single day.

Jacob Coonan

Chief Financial and Innovation Officer, The Driving Force Group of Companies

With The Driving Force Group of Companies since 2018, Jacob Coonan’s career began at KPMG where he spent eight years in progressively senior roles. Shifting gears to the corporate world, he took on the position of Vice President of Finance at McCoy Global, a TSX-listed international oil and gas equipment and service provider where he quickly advanced to become the Chief Financial Officer and later Senior Vice President of Product Delivery. During his tenure at McCoy Global, Jacob was involved in numerous strategic initiatives, including international expansion, M&A, business restructuring and the transformation of business processes. Today, Jacob uses this expertise and experience to advance The Driving Force Group of Companies’ strategic vision, while providing financial oversight, supporting key growth and technology initiatives and driving operational efficiency across core business platforms.

Garry Pysyk

Senior Vice President, Eledone Management Inc.

A member of the team at Hino Central for over 20 years, Garry has served in a number of roles, including sales manager, general sales manager, director of sales, and, now, vice president of Eledone Management where he oversees operations for Hino Central and Paramount Trucks.

Prior to Hino Central, Garry spent 13 years at a Ford dealership, eventually becoming the sales manager for all new and used vehicles. He is the recipient of several awards from Hino Canada, including top salesperson in Canada for three years and the top salesperson in Western Canada for four years.

He also received The TDFG President’s Award for Integrity in 2012 and the Ambassador Award in 2021. His experience and accolades demonstrate how Garry’s focus on exceptional customer service never wavers.

Josh Hill

Senior Vice President, Driving Force

Josh brings 25 years of experience to his role as Senior Vice President of The Driving Force Inc. During his expansive career, Josh has held the roles of Detailer, Customer Service Representative, Branch Manager and General Manager, giving him keen insight into every facet of the business. His journey with Driving Force began in 2016 as a Branch Manager. A short time later, the University of Alberta alumnus was promoted to Area Manager. In 2021, he took on his current role as a steward of the Driving Force legacy of success that spans over 40 years.

Dallas Watson

Senior Vice President, Alata

Dallas is an experienced leader with demonstrated success in software solutions, operational excellence and a customer-focused approach. He has led product development and software implementation around the world for more than a decade with his work spanning multiple industries, including transportation, mining, forestry, energy, construction, government and more. An adaptive master, Dallas has the unique ability to leverage innovative technologies to solve and sidestep the toughest business challenges.

Rose Phillip

Director, Marketing and Communications

Charged with leading marketing and communications, Rose has a strong vision for top-level standards to support company growth. Her over 15 years of experience includes elevating brand presence, strategic marketing, event management, lead generation, internal and external communication, community relations and integrated storytelling. Prior to joining The Driving Force Group of Companies, her previous roles include serving as Vice President of Marketing and Strategic Initiatives for the Lung Health Foundation based in Toronto and Vice President of Marketing and Communications for the Edmonton Elks Football Club.

Justin Kinal

Director, Accounting and Finance

Justin joined Driving Force as the Senior Manager in the Accounting and Finance Department in 2019. Since then, his wealth of experience and knowledge has earned him his current role as Director, Accounting and Finance. Prior to joining the Driving Force team, Justin spent over 7 years at KPMG, where he obtained his CPA, CA designation. He has a keen eye for process improvement and controls which he has used to help the company achieve its strategic goals. Justin is community-driven and has sat on the Board of Directors and volunteered at various not-for-profit organizations throughout Edmonton.

Rod Heitrich

Director, Information Services

Rod is an Information Services executive with over 25 years of operations and information technology experience in forestry, transportation and other industries. Rod is a strategic thinker, constantly finding innovative ways to solve business challenges by developing and working with strong teams, improving business processes and by leveraging technology. Rod has an inherent ability to bridge the requirements of business and the needs of customers with the capabilities of technology.

Jaya Gurjar

Director, People Operations

A people-first Human Resources leader with more than 15 years of experience, Jaya brings a practical, thoughtful approach to supporting people and the business. She has led work across performance, compensation, compliance, team development, engagement, workforce planning, and major HR change initiatives, always focused on making things clearer, equitable and effective. Jaya’s background in project management and marketing gives her a broader view of how people decisions connect to day-to-day operations, growth, and sales. A Chartered Professional in Human Resources (CPHR), Jaya holds a Bachelor of Commerce and an HR Management Certificate from the University of Alberta. She has progressed through senior HR leadership roles to her current role as Director of People Operations, and has experience across a range of industries such as engineering consulting, marketing and events, retail, and emerging technology.