Who We Are

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.

Mark Schwartz brings decades of experience to the ControlUp leadership team, having served in corporate attorney, entrepreneur, general counsel, chief financial officer, chief strategy officer, board member, and investor roles. He co-founded Fabrinet (NYSE: FN), a fiber optic and photonics technology company, taking it public and leading its growth to over $1 billion in revenue. More recently, he was CFO of the 3D printing hardware and software company Markforged (NYSE: MKFG), leading it to its public offering in 2021. He has also held executive positions at companies including Trax, and Workhuman, specializing in scaling operations, managing global teams, and guiding strategic acquisitions. Schwartz’s expertise spans finance, legal, IT, HR, and corporate governance, with extensive experience in cross-border transactions and public offerings. He holds a Juris Doctor degree from the University of San Diego School of Law.

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.

Danny Smid is a seasoned financial leader with over 16 years of experience. As ControlUp CFO, 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.

Dana Eisen Ezov has been the Human Resources leader at ControlUp since 2014. As Senior Vice President of Human Resources, 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.

Guy Weintraub leads ControlUp’s Product Management and UX Design organization, overseeing the product portfolio from strategy and ideation phases all the way to delivery. Weintraub brings decades of experience in Software Engineering and Product Management, having led product teams and software development at companies like Comverse, Microsoft, F5 Networks, and NetApp. With several patents to his name, Weintraub has been passionate about innovation and user experience throughout his career, striving to improve people’s work and lives. He holds a bachelor’s degree in computer science from The Open University of Israel.

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.

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.