About Us

Trax is the world leader in computer vision solutions for retail, ranking in the top 25 Fastest Growing Companies on Deloitte’s Technology Fast 500 list.

Who we are

Trax digitizes the physical world of retail.

In 2010 Trax introduced a revolutionary new image recognition technology to the consumer goods industry. Our purpose was twofold – to raise awareness of the significance and value of image recognition and to drive greater efficiencies and effectiveness for consumer goods companies. For the first time, sales representatives could receive detailed product and category information including out-of-shelf, share of shelf, planogram, pricing and promotional compliance and more, all delivered to their mobile phones within minutes in the store.

Today, Trax is the global leader in computer vision solutions for CPGs and Retailers, ranking in the top 25 Fastest Growing Companies on Deloitte's Technology Fast 500 list. The Trax platform enables tighter execution controls in-store and the ability to leverage competitive insights through their in-store execution tools, market measurement services and data science to unlock revenue opportunities at all points of sale. In addition to mobile phones and tablets, Trax partners with leading innovators of IOT technologies including fixed cameras, robotics, and more, to capture retail reality in store.

Trax is headquartered in Singapore, with offices throughout APAC, Europe, Middle East, North America and South America. We are proud to include global brands like Coca-Cola, ABInBev, Heineken, Nestle and Henkel as our clients.

Our mission

At Trax we are committed to deliver a fast, accurate and consistent way for our customers to optimize how their products are executed on the shelf, using our breakthrough computer vision platform.

Trax Industry Firsts

  • Introduce real-time photo recognition analysis to retail

  • Scale above 500,000 store visits per month

  • Deliver KPI reporting back to the salesperson in the store

  • Bring retail image recognition to mobile smartphones

  • Process over 1 million images per month

  • Develop Trax Smart Cooler: a hands-free, real-time monitoring solution for coolers

Leadership

Trax was founded with the vision of creating a game changer in the retail industry. With a world class team of leaders who are passionate, experienced and customer focused, Trax is committed to being the world‘s leader in image recognition and analytics for retail.

Joel Bar-El
Chief Executive Officer
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Dror Feldheim
Chief Commercial Officer
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Guy Mordoch
Chief Operating Officer
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Frank Jordan
Chief Financial Officer
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Yair Adato
Chief Engineering Officer
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Adi (Bitton) Oxland
General Counsil
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Youval Bronicki
Chief Technology Officer
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Steve Hornyak
Chief Executive Officer,
Americas

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Connie Cheng
Executive Vice President,
Strategic Initiatives

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Daniel Cohen
General Manger,
Trax and Nielsen Global

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Neil Gowing
Managing Director, EMEA
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Penny Chin
Vice President,
Human Resources

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Fei Fei Ho
Vice President, Marketing & Communications, Global
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Ofer Nahmani
General Manager, Israel
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Joel Bar-El
Chief Executive Officer

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Joel Bar-El is a co-founder and the Chief Executive Officer (CEO) at Trax. Joel is responsible for Trax’s vision and overall market strategy and execution. Before being named CEO of Trax in October 2011, Joel was Trax’s Chief Technology Officer.

Prior to Trax, Joel was CEO of Sentryi Limited, a wealth management software company, which after four years of establishment was sold to IRESS Limited. Joel also co-founded Tersus Software Limited, where he built and managed the global sales channels and marketing activities.

Joel previously served as SunGard Business Integration General Manager for Asia Pacific and later North America, overseeing complete P&L and execution in those regions.

Joel has a unique ability to envision, develop and deliver paradigm changing technologies and is in every sense, a tech entrepreneur. Joel has spent the last 20 years delivering technology solutions to blue-chip clients and holds a B.Sc. in Physics from Tel Aviv University.

Dror Feldheim
Chief Commercial Officer

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Dror Feldheim is a co-founder and the Chief Commercial Officer (CCO) at Trax. Dror is responsible for Trax’s global sales management, distribution channel management, marketing communications, pricing and customer service. Before being named CCO in Jan 2015, Dror was Trax’s VP of Global Sales and Business Development, where he oversaw negotiations, joint ventures and partnerships that complement Trax’s long-term vision and strategy.

Prior to joining Trax, Dror has had over 15 years of business development experience within the FMCG sector. With proven track record of successfully launching FMCG brands in diverse geographies, he has managed various categories for tier-one manufacturers and distributors across both emerging and developed markets.

Dror has a strong background in customer success and category leadership, constantly seeking innovative ways to meet both customer and business needs. Dror holds a B.A. in Business Administration from Webster University.

Guy Mordoch
Chief Operating Officer

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Guy Mordoch is the Chief Operations Officer (COO) at Trax. Guy is responsible for all of the company’s day to day activities: revenue generation, client satisfaction and successful delivery of projects and deployments globally.

Prior to joining Trax, Guy served as Regional Vice President & Customer Business Executive, APAC at Amdocs, where he drove the sales, business strategy, delivery and operations for the region, while managing hundreds of professionals.

Guy Mordoch is an accomplished technology executive with extensive experience in leading sales and operations groups in various multinational software and telecommunication businesses for the past two decades. He is passionate about driving success by developing new business, driving strategic sales, transforming organizations for growth and building high performing teams.

Guy holds an M.B.A. in Finance and International Business from the Israeli College of Business Management and a LL.M (Masters of Law) in Commercial Law from the Bar-Ilan University in Israel.

Frank Jordan
Chief Financial Officer

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Frank Jordan is the Group Chief Financial Officer (GCFO) for Trax, where he is responsible for the global finance strategy and operations. A commercially focused finance professional with over 30 years of extensive experience within large complex MNCs across the EMEA and Asian regions. As a senior finance executive he has developed a strong career backed by achievements in continuously driving clear strategic directions for long term sustainable performance. A proven track record in business development and licensing, financial planning and analysis, business integrations, driving operational efficiencies and business value.

Frank is a Fellow Certified Practising Accountant with CPA Australia. He has developed a broad industry experience across banking, defence, industrial high voltage and electrical equipment, FMCG and pharmaceuticals. Recognized as a customer focused individual by the Korean Wholesalers Association he was awarded for his personal contribution to the growth and respect of the needs of customers.

Yair Adato
Chief Engineering Officer

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Yair Adato is the Chief Engineering Officer at Trax. Yair is responsible for the design and implementation of the company’s technology stack. This includes Trax’s breakthrough computer vision algorithms, cloud based infrastructure, mobile application and data science developments.

Prior to joining Trax, Yair has had 8 years of research and development experience largely centered on computer vision and machine learning. He is also the chief scientist at Viscomi, which has developed analytics technology that taps into human emotion to increase interaction, engagement and monetization.

In 2015, Yair was awarded Google European Doctoral Fellow for his work in developing and implementing vision-based algorithms that aided 3D reconstruction and visualization.

Yair holds a Ph.D. in computer science from Ben Gurion University. Yair was also a visiting researcher at Harvard University, and has co-authored several seminal reports that explore motion, 3D reconstruction and its implications on optical flow.

Adi (Bitton) Oxland
General Counsil

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Adi is the General Counsel at Trax, where she oversees the company’s worldwide legal and corporate affairs including intellectual property, licensing, litigation and transactions.

Prior to joining Trax, Adi served as the Legal Counsel of SeaChange Maritime, a global maritime transportation venture, where she specialised in shipping and admiralty law and was responsible for all legal aspects of the business.

Previously, Adi served for several years as an associate at Gornitzky & Co, where her primary focus was on civil, labor law and commercial litigation practice. In that role, she participated in a sophisticated general and appellate commercial litigation and advised leading public and private companies with regard to employment agreements and various aspects of labor law.

Adi holds a joint honours in Bachelor of Laws LL.B and B.A. in Economics from Haifa University.

Youval Bronicki
Chief Technology Officer

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Youval Bronicki is the Chief Technology Officer (CTO) at Trax. Youval designed and created the technical architecture for the company’s service delivery platform and continues to guide Trax’s efforts in creating the best-in-class image recognition solutions.

Prior to Trax, Youval co-founded Tersus Software Limited, where he was the Head of R&D and lead developer responsible for all software deliveries including user interface, applications and frameworks.

Youval has over 20 years of experience in software development, product management, and algorithm research, and brings a comprehensive perspective on all aspects of software systems.

Youval holds a B.Sc. in Pure Mathematics from Tel Aviv University.

Steve Hornyak
Chief Executive Officer,
Americas

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Steve Hornyak is the CEO, Americas at Trax. Steve is responsible for Trax’s strategy, sales, marketing, business development, and customer success (project management, professional services and support) for North and South America.

Steve has over 27 years of global software and technology experience with a focus in the retail market segment. Prior to joining Trax, Steve has served as EVP Sales and Marketing at Brickstream (Nomi), a leader in physical world customer behavior analytics. Steve has also been on the executive leadership teams of two companies that successfully executed IPOs on NASDAQ.

Steve has a strong background in bringing disruptive technologies to market for fast growing technology companies. He has a consistent track record of helping customers maximize return on investments through operational efficiency savings and revenue uplift.

Steve holds Bachelors Degree in Engineering and a Masters Degree in Business Administration (MBA) from Virginia Tech.

Connie Cheng
Executive Vice President,
Strategic Initiatives

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Connie is the EVP, of Strategic Initiatives at Trax, primarily responsible for the identification of new avenues of growth through alliances and partnership collaboration.  She facilitates the strategic change driving from the inception phase to strategy development and execution with visions of a higher-functioning future state.  She is passionate about bringing technology-enabled capability and superior insights to help the CPG clients win in the marketplace.  

Prior to her current role, Connie was leading the overall growth strategy for the Trax Asia Pacific region.  Her primary focus was to accelerate growth and deepen Trax’s footprint in key Asia Pacific markets.  She provided stewardship to the Sales and Operations business units in a fully integrated end-to-end approach to deliver business impact and outcomes for clients.  Together with the Solutions leaders, she built data and insights capabilities with Trax state-of-the art modelling to unlock commercial opportunities, partnering clients to place shelf insights at the heart of all business planning and strategy. 

Before joining Trax, Connie spent her last 18 years at Nielsen and has held several leadership roles globally, regionally and locally across the years.  She has extensive experience in strategic thinking, business planning and insights consulting in both domestic and international markets.  As a firm believer of partnering brands and businesses make faster and smarter decisions, Connie has deep passion and proven expertise in generating insights from data to unveil opportunities that have driven business impact for clients.  Connie is also a certified BlackBelt where she provided Business Process Improvement leadership globally. 

Connie graduated with a Bachelor of Science and Economics from the University of London.

Daniel Cohen
General Manger,
Trax and Nielsen Global

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Daniel Cohen is the Global General Manager, Trax and Nielsen initiatives. Daniel is responsible for the design, development as well as revenues of business solutions under the Trax and Nielsen alliance.

Prior to Trax, Daniel was the Image Processing Group Manager at PrimeSense, a 3D sensing company best known for licensing their technology to Microsoft’s Kinect motion-sensing system for the Xbox 360, which sold over 20M systems per year. At PrimeSense, Daniel oversaw the research behind their computer vision and image processing algorithms, depth map creation and the implementation onto the PrimeSense dedicated microchip. After seven years of establishment the company was sold to Apple Inc. for $360M.

Daniel has over 10 years of research and development experience, with a proven track record of successfully launching various computer vision based products and is a named inventor on several granted and filed patents.

He has earned both a Master’s of Science from Ben Gurion University and a Master’s of Business Administration from Tel Aviv University. Daniel thrives to transform ideas into viable business products, consistently pushing to be on the edge of technology and deliver disruptive solutions to the mass market.

Neil Gowing
Managing Director, EMEA

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Neil Gowing is the Managing Director for EMEA at Trax, where he is responsible for setting and managing Trax’s business strategy, sales development and overall productivity and effectiveness for the EMEA region. In his role, Neil heads sales & business development, corporate development, partner strategy and portfolio strategy activities for the region.

Prior to joining Trax, Neil served as the Global Account Director at Spring Mobile Solutions, a global leader in providing consumer packaged goods (CPG) companies around the world with cloud-based, enterprise-grade desktop & mobile applications. Neil specializes in selling and managing complex CRM (Trade Promotion, Retail Execution, DSD), Big Data and Analytics solutions to global tier one organizations.

Neil has held various positions in consulting, sales and business development in software solution companies, with a proven track record in growing business revenue and market expansion in new geographies and emerging markets.

Neil holds a B.A. in Business Studies from the University of Northampton & is a REC Member – Code of Professional Practice of Recruitment & Employment Confederation.

Penny Chin
Vice President,
Human Resources

Penny Chin is the VP, Human Resources at Trax. Penny is responsible for developing and implementing Trax’s human resources business plan.

Prior to joining Trax, Penny has +15 years of Commercial and HR experience working for multi-national FMCG companies in Australia, Malaysia and the Middle East. Penny has built her experience in Talent Management, Performance & Development, Talent Acquisition, Compensation & Benefits, Change Management and has a passion for bringing positive change through people.
Penny holds a Degree in Applied Science from RMIT University, in Melbourne.

Fei Fei Ho
Vice President, Marketing & Communications, Global

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Fei Fei Ho is the Vice President of Marketing & Communications at Trax. Fei Fei is responsible for the company’s global marketing strategy which includes product marketing, brand management, communications, content marketing and events.

Before joining Trax, Fei Fei has driven key marketing functions for enterprise companies like BlackBerry where she designed global value propositions and go-to-market plans for their devices and services and has launched a myriad of communication products across 13 markets in Asia-Pacific.

Fei Fei specializes in go-to-market strategies, product positioning, brand management and creative communications. She holds a B.A. in Political Science and International Relations from the University of British Columbia.

Ofer Nahmani
General Manager, Israel

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Ofer Nahmani is the General Manager, Israel at Trax. Ofer works with executive leadership to support daily management of the company and is responsible for implementing and executing key corporate initiatives and decisions.

Prior to Trax, Ofer was at Sunday Energy as their Chief Operating Officer, where he led a wide range of services including global operations, project management, business process, customer care and quality assurance. Ofer was responsible for instituting best practices and processes across the organization to ensure operational excellence.

With over 18 years of experience in project and operational management, Ofer has managed large scale projects in multi-disciplinary environments within software and hardware industries and renewable energy.

Ofer was focused in Computer Science and Business at IDC Herzliya.

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