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Senior Leadership Profiles

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Jeff Polovick

Founder and Board Member

Jeff Polovick is the Founder and is currently a member of the Board of Directors for DRIVING FORCE, one of Canada’s largest independent vehicle rentals, sales and leasing companies. Jeff started the business in 1978 as Grove Rentals and Leasing, working out of a service station in Spruce Grove, Alta. Described as a perennial force in business and community leadership, Jeff speaks at business-oriented forums and has been an active supporter of the Rotary Fort Edmonton Legacy Project. He is a member of Junior Achievement’s Alberta Business Hall of Fame and he has been honoured with numerous awards, including the Queen Elizabeth Diamond Jubilee Medal in recognition of his volunteerism.

Ayman Ammoura

President & CEO

Ayman has nearly two decades of experience in the automotive industry, including Dealership Management and various auto rental leadership roles. He joined the DRIVING FORCE Executive Team in 2007, transitioning to the Chief Information Officer role in 2009. He took the position of Chief Operating Officer in 2014 before also assuming the Chief Innovations Officer title in 2018. He holds both a B.Sc. in Computing Sciences and Mathematics and a M.Sc. specializing in Data Mining within Distributed Databases. He also served three years as a published, award-winning author at the University of Alberta.

Jacob Coonan

Chief Financial Officer

Jacob’s professional career began at KPMG where he spent over 8 years in progressively more senior roles, with a focus on providing assurance services to publicly listed entities and large private companies. Jacob then made the move to the corporate world and joined McCoy Global, a TSX listed international oil & gas equipment and service provider, as VP Finance and shortly thereafter as CFO. At McCoy Global he worked closely with the executive team to expand internationally, restructure operations and upgrade back-office systems and infrastructure.

Outside of work Jacob enjoys spending time with his young family, volunteering to coach hockey and soccer, and taking on numerous projects at the lake.


Josh Hill

Senior Vice President, The Driving Force Inc.

Josh’s history in the vehicle rental industry started when he was 15 years old. He has worked as a detailer, customer service representative, Branch Manager and, eventually, a General Manager. He started with DRIVING FORCE in 2016 as the Branch Manager of Edmonton South and Leduc, and went on to become Area Manager in 2019.

In 2021 he took on the role of Senior Vice President, The Driving Force Inc. Josh has a Commerce degree from the University of Alberta. He gives back to the community through coaching youth sports. Josh enjoys spending time with his family and a good round of golf.

Mark Dobko

Vice President, Business Development & Fleet Management, The Driving Force Inc.

With DRIVING FORCE, Mark has been able to use his experience and education to grow with the company and increase his level of responsibility. He was an integral part of the company’s successes in Fort McMurray as former Branch Manager, and continued as a vital team member as Edmonton Area Branch Manager before being designated Vice President of Business Development & Fleet Management.

Greg Tilley

President, Eledone Management Inc.

Greg is the President of Eledone Management Inc. and has played a pivotal role in building the most successful Hino dealership groups in Canada, with stores achieving top national rankings under his management. He has more than 40 years of automotive experience and an aptitude for operations and planning and forecasting, with a particular emphasis on expense control. He has demonstrated exceptional strength as a coach and team-builder since he joined the team in 1996. Eledone Management Inc. is a management company that oversees and handles the daily top-level operations of the Hino Central locations. Eledone Management Inc. currently owns and operates Hino Central, Easy Pro Mechanical Services and Paramount Truck Sales.

Dallas Watson

Vice President, Alata

Dallas is the Vice President of our strategic technical partner, Alata, and for nearly 10 years he has been leading product development and software implementation projects around the globe. Having implemented solutions for industries such as transportation, mining, forestry, energy exploration, construction, government operations (and more), Dallas brings a wealth of practical knowledge as well as technical experience to his approach to delivering customer solutions.

Sandra Green

Director, Communications and Marketing

Sandy has over twenty years’ experience in senior leadership roles. She brings a wealth of experience in strategic planning and specializes in change-management. Sandy takes a solutions-based, data-driven approach to work. She prides herself on her excellent communication and team-building skills. She holds an Master’s degree in Communications and has been trained as a professional accountant. 

Anass Latif

Director, Information Services

Anass is a data-management and data-driven advocate and professional. He brings more than 20 years of extensive experience to The Driving Force Group of Companies, during which, he led numerous Business Intelligence projects and ERP implementations across a wide variety of industries in France, Norway, Netherlands, Morocco, USA, UAE, and Brazil. 

He holds two master’s degrees (Corporate Management and Administration and Finance and Management Control) and has more than 10 international certifications that include, Lean Six-Sigma (Black Belt) and Microsoft Azure. He is also a certified AWS Solutions Architect and speaks three languages. Anass is always looking to achieve Operational Excellence and provide the most efficient Information Services to our business. 

Kelsey Philips

Director, US Operations

Kelsey Phillips was formerly the Branch Manager for DRIVING FORCE Edmonton South and Leduc, and is currently the Director of US Operations. Kelsey started with DRIVING FORCE in March 2010 as a Credit Administrator. She moved on to become a Fleet Management Consultant and then Fleet Management Director.

After requesting a position that would afford her an opportunity to learn more about the business, she was made Assistant Branch Manager and eventually Branch Manager. Kelsey has a Bachelor of Science degree from the University of Alberta. She brings a wealth of experience to our US market, where she oversees operations out of our new Houston Texas location, and new locations to come.

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.