Ayla Networks Expands Executive Team; Adds Toth and Ruiz to Help Propel Startup to Forefront of IoT Market

Company Expanding Globally, Growing Quarter Over Quarter, Building on its Customer Traction in Targeted Vertical Markets

April 6, 2015

Ayla Networks, whose Internet of Things (IoT) platform enables manufacturers to create secure connected products easily and make better decisions as a result of being connected, today announced the appointment of two Silicon Valley veterans—both with prior experience at IoT companies—to newly created executive positions in marketing and human resources.

Wendy Toth, formerly chief marketing officer of Echelon Corp., is Ayla’s new vice president of marketing. Steve Ruiz, formerly of Intel spinoff GainSpan Corporation, is Ayla’s new vice president of human resources. Both executives report directly to David Friedman, Ayla CEO and co-founder.

“Since launching two years ago, we’ve seen the market for the Ayla IoT platform grow explosively,” Friedman said. “As we continue to expand our offerings and our workforce, we’ll look to Wendy’s formidable marketing and strategic product development expertise, along with Steve’s human resources skills, to help propel Ayla to the forefront of the IoT market.”

Toth commented on the IoT landscape, saying: “The market is filled with IoT companies that are more talk than action, but Ayla has already differentiated itself through its holistic platform approach and its growing installed base of leading manufacturers. Our marketing programs focus on key vertical markets that include home automation, HVAC, water treatment, and appliances both large and small. We will bring forth Ayla’s clear vision for the IoT and its revolutionary potential to transform how people work and live.”

Marketing Executive Wendy Toth

Wendy Toth brings more than 26 years of experience to Ayla, where she will focus on strategic marketing, product development and product management.

At Echelon, Toth led the drive to create a new market category called the Industrial Internet of Things (IIoT), revamped the company’s website, delivered several thought leadership campaigns, created a new company logo and established a successful lead-generation program.

Before joining Echelon, Toth was a marketing consultant specializing in private/public and hybrid cloud technology business development and marketing for some of Silicon Valley’s leading companies. Her work included developing and launching Cisco’s Public Cloud Adoption software and services portfolio; launching support for VMware’s vCloud Hybrid Service infrastructure-as-a-service (IaaS) offering; designing and implementing integrated marketing campaigns for various eBay programs; and developing Jabil’s business plan for a new Cloud Architecture business unit.

Earlier in her career, she served as chief marketing officer (CMO) of Global IP Solutions (GIPS), which was acquired by Google; general manager of Web Servicer for Knight Ridder (acquired by McClatchy); senior vice president (SVP) of product marketing at Personify; SVP of marketing strategy and information at Tessera Enterprise Systems; and SVP of database and relationship marketing at NEC.

Toth holds a bachelor’s degree in journalism and mass communications from the University of Minnesota–Twin Cities, and an MBA in corporate communications from the University of Saint Thomas Opus College of Business in Minneapolis.

Human Resources Leader Steve Ruiz

Steve Ruiz has spent 25 years as a human resources and staffing expert. He will use his experience and contacts to double Ayla’s workforce by next year, and he will help shape Ayla’s company culture as it moves beyond the startup phase.

“Attracting and retaining top talent to keep pace with Ayla’s aggressive growth is critical to executing on our strategic goals,” said Ruiz. “Ayla provides an exciting, high-energy and supportive environment for top-level individuals interested in contributing to the development and delivery of groundbreaking technologies.”

Most recently, Ruiz was senior director of human resources at Intel spinoff GainSpan Corporation, a 200-person company that provides ultra low-power Wi-Fi connectivity for the IoT. Before joining GainSpan, Ruiz was senior director of human resources at ZeroG Wireless, a low-power Wi-Fi semiconductor vendor with 50 employees.

Before that, he ran a successful consulting business offering both human resources and staffing services to start-up companies in the semiconductor industry. His consulting business predated the Professional Employer Organizations (PEOs) that now dominate technology industry human relations services, making Ruiz a true pioneer in his field.

About Ayla Networks

Ayla Networks provides the industry’s first Agile IoT platform, accelerating development, support and ongoing enhancements of connected products for the Internet of Things. Ayla’s software fabric runs across devices, cloud and apps to create secure connectivity, data analytics and feature-rich customer experiences. Delivered as a cloud platform-as-a-service (PaaS), Ayla’s Agile IoT platform provides the flexibility and modularity to enable rapid changes to practically any type of device, cloud or app environment. Ayla’s investors include Cisco, the International Finance Corporation, SAIF Partners, Crosslink Capital, Voyager Capital, Linear Venture and SJF Ventures. For more information, visit www.aylanetworks.com.

Agency Contact:

Colleen Martell

Martell Communications

+1 (408) 832-0147