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ControlUp
Jed Ayres brings vast experience in leading multinational software organizations to ControlUp, successfully executing strong organic and inorganic growth strategies, building groundbreaking leadership teams, executing strong partnerships and expanding internationally. Most recently, Ayres served as CEO of IGEL, where he was instrumental in its acquisition by TA Associates and positioning it as a market leader. Prior to that, Ayres was responsible for the strong growth in category leader AppSense (acquired by ivanti) and held executive leadership positions with MCPc (acquired by Logicalis), MTM Technologies and GE Capital IT Solutions.

Asaf Ganot is the Executive Chairman and Head of Product Strategy at ControlUp. A Co-Founder of the company, he served as ControlUp CEO from 2014 to 2023. An essential voice on the ControlUp leadership team, Ganot continues to pioneer the transformation of the digital employee experience (DEX) market category, which he started more than a decade ago as the industry’s visionary leader. Prior to founding the company, Ganot co-founded Smart-X Software Solutions, where he held the position of CEO for five years.

Yoni Avital is a well-known EUC (end-user computing) and virtualization expert. He has worked with VMware, Microsoft and Citrix products for more than 15 years and has spearheaded the implementation of hundreds of large-scale DEX projects worldwide. In the last few years, Avital has utilized his vast experience managing complex enterprise environments to fulfill the vision of setting ControlUp as the Digital Experience Monitoring and VDI management standard.

Tom Holland is a respected end-user computing (EUC) expert with decades of experience in the virtual desktop, DaaS and cloud workspace market. He joins ControlUp from Citrix, where he was most recently Senior Vice President of Americas Sales and Services with a team of more than 800 employees and sales responsibility for all customer-facing roles throughout the United States, Latin America and Canada. Holland joined Citrix through the company’s acquisition of Reflectent Software in 2006. Prior to that, he held sales leadership positions with Kintana (acquired by Mercury), Webline Communications (acquired by Cisco Systems), and True Software. Holland earned a bachelor’s degree in marketing from Rutgers University.

Steven Hua is a seasoned marketer who has launched successful marketing strategies for several high-profile enterprise SaaS, IT and cybersecurity companies. Hua has a track record of elevating brands by focusing on marketing efficiencies, customer acquisition, engagement and creating predictable revenue growth. Prior to joining ControlUp, he played a pivotal role at ReliaQuest as the security operations platform leader, reshaping the success of their digital marketing strategy. His transformative touch is also evident from his tenure at companies such as BetterCloud, Medallia, MobileIron, Centrify, Idaptive, and AppSense, where his leadership contributed to their successful exits. He is also an active advisor to several startups, including UC Berkeley’s official startup accelerator, Berkeley SkyDeck.

Danny Smid is a seasoned financial leader with over 16 years of experience. As Vice President of Finance at ControlUp, he leads the company’s global finance organization, which is responsible for accounting, financial planning and analysis, corporate tax, treasury and purchasing. Smid joined ControlUp ten years ago from ClickSoftware and has also served in a financial auditing leadership role at Deloitte. Smid graduated with an Accounting and Law degree from Tel Aviv University.

Dror Granot leads the ControlUp research and development organization, overseeing market-defining DEX innovation. With a demonstrated history of successfully building, leading and mentoring R&D organizations to develop and launch innovative products, Granot is a strategic and accomplished leader who inspires creativity and drives execution. Prior to joining ControlUp, he held executive R&D positions with Hysolate and Reduxio Systems, as well as development team lead positions for Dell, Exanet, Veritas and IAF. Granot holds a bachelor’s degree in Computer Science from The Academic College of Tel-Aviv, Yaffo.

Dana Eisen Ezov has held the Vice President of Human Resources position at ControlUp since 2014. In this role, Eisen is responsible for leading ControlUp’s global HR organization, including human resource strategy, employee engagement, learning and development, communications, compensation, benefits, employee relations and HR operations. Prior to that, she was the HR Manager at JVP Media Studio and worked as a human resources professional at Citadis. Dana began her career in human resources at Intel by working as a recruiter. Eisen Ezov holds a Master's degree in Political Science from The Hebrew University in Jerusalem.

Nicole Simons collaborates directly with the company’s leadership team on growth initiatives, institutional planning, transformation efforts and problem resolution to ensure corporate strategies are effectively developed, communicated, managed and executed. Simons joined ControlUp from IGEL, where she advanced from North America Vice President of Operations to Chief of Staff. She has also held operational leadership positions for AppSense and with channel partner organizations, including MCPc and MTM Technologies. Simons holds an MBA from North Central College and a bachelor’s degree in finance from Rockford University.