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 DELIVERING 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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Mark Schwartz
Chief Financial Officer
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Yair Adato
Chief Technology Officer
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Anil "Bob" Kothari
Chief Revenue Officer
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Osnat Yanushevsky Yacoby
Chief Organization and Method Officer
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Dor Sela
Chief Product Officer
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Daniel Cohen
Chief Operating Officer
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Youval Bronicki
Chief Innovation Officer
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Connie Cheng
Executive Vice President,
Strategic Initiatives

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David Gottlieb
Managing Director
Americas

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Sameer Dhingra
Managing Director
APAC

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Nancy Wang
Managing Director
Greater China Region

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Martin Smethurst
Managing Director
EMEA

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Adi (Bitton) Oxland
General Counsel
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Justin Behar
Executive Vice President
Global Data Collection

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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.

Mark Schwartz
Chief Financial Officer

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Mark Schwartz is the Chief Financial Officer at Trax. Mark is responsible for the global financial strategy and direction of Trax and guides the controller, treasury, shareholder relations, accounting, tax, and internal audit functions to pursue the company’s aggressive growth strategy and meet its investors’ expectations. Mark is committed to maximizing long-term shareholder value and maintaining the highest levels of integrity and transparency.

Prior to joining Trax, Mark spent over twelve years at Fabrinet, as its Chief Financial Officer and Chief Strategy Officer, guiding the company from its founding through initial public offering on the NYSE (ticker symbol: FN). Prior to Fabrinet, Mark was a corporate attorney based in Silicon Valley, advising companies on merger & acquisition activities, corporate partnerships, joint ventures and licensing transactions. Most recently, Mark was the CFO of AerNow and a managing partner at Launchpad Digital Health, a software venture investment firm.

Mark holds a J.D. from the University of San Diego School of Law and a B.B.A in finance from the University of Miami.

Yair Adato
Chief Technology Officer

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Yair Adato is the Chief Technology 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 was 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's 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.

Anil "Bob" Kothari
Chief Revenue Officer

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Bob is the Chief Revenue Officer at Trax. He is responsible for the company’s go-to-market strategy and execution and manages a team of sales, sales engineers, and customer success managers.

Prior to Trax, Bob was a Managing Director at Accenture and the business process services leader for Products in North America. Products is one of Accenture’s largest operating units globally. In this role, Bob led a team of professionals in the growth of the Finance & Accounting, Procurement, Sales & Marketing, Human Resources, and Supply Chain businesses and specifically focused on the consumer products, retail, life sciences, industrial, and travel sectors. Bob also managed an incubator at Vanderbilt University where Accenture sought to innovate new offerings. Prior to assuming this role, Bob helped lead the integration of his prior company, Procurian, into Accenture.

Bob was a Founding member of Procurian, a leader in the procurement outsourcing market, and was responsible for leading the development and execution of the company’s go-to-market strategy and sales & marketing efforts. Bob was an Executive Team member and helped lead the sale of Procurian to Accenture in 2013. The sale was the largest acquisition made by Accenture in its history. Prior to Procurian, Bob was a Principal at A.T. Kearney based in New York.

Bob earned a Master of Business Administration from the University of Pennsylvania’s Wharton School, a Master of Environmental Management degree from Duke University, and a Bachelor of Arts degree from Franklin & Marshall College.

Bob is a member of the Board of Directors of the Ben Franklin Technology Partners, a public-private partnership funding early stage companies funding to stimulate job creation in the State of Pennsylvania. Bob is also a Charter Member of the Philadelphia chapter of TiE, a global entrepreneurship organization, and on the Board of Philadelphia Youth Basketball.

Osnat Yanushevsky Yacoby
Chief Organization and Method Officer

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Osnat Yanushevsky Yacoby is the Chief Organization and Method Officer at Trax. She is responsible for managing business processes as well as quality management mechanisms across the company. Osnat also oversees global support services as well as the project management organization at Trax.

Osnat has over 20 years of experience in running complex and multi-million-dollar operations around the globe (US, Singapore, Sri Lanka, India, Israel). She held leadership positions within the Banking and FinTech industries.

Starting her career in 1997 at Thomson Reuters, Osnat took on various program management positions in the United States and Israel. She also worked at Israel Discount Bank as the Treasury Technology Solutions manager transforming the bank's trading room to use cutting edge technology. In 2008, she took the role of Director for Finantix, heading APAC professional services Singapore, leading global wealth management and regulation programs for banks in the Asia Pacific region.

Osnat holds a BA in Economics and Political Science from the Hebrew University of Jerusalem and MBA from Baruch College, New York.

Dor Sela
Chief Product Officer

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Dor Sela is the global Chief Product Officer at Trax. He is responsible for product strategy as well as the design and execution of various cross-organizational business processes within Trax.

Dor has over 20 years of experience in senior leadership positions within the FMCG and Retail industries. Starting his career in 1998 at Procter & Gamble, he took on various Marketing positions in Switzerland, Israel and South Africa and grew to become the Marketing Director. Dor has also worked with Reckitt Benckiser as General Manager – Near East – based in Israel before joining Carrefour Paris as Executive Committee Director for Carrefour Branded Products. In 2013, he took the role of Executive Vice President – Head of Global Consumer Marketing within MasterCard in New York.

Since 2015, Dor was Chief Executive Officer of Kahn Lucas Lancaster in New York and managed the transformation of this company into the leading 'tween' fashion branded company in the US.

Daniel Cohen
Chief Operating Officer

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Daniel Cohen is the Chief Operating Officer at Trax. Daniel is responsible for managing and transforming the company's overall delivery capabilities encompassing project management, implementation and services.

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.

Youval Bronicki
Chief Innovation Officer

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Youval Bronicki is the Chief of Innovation 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.

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.

David Gottlieb
Managing Director
Americas

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

David has spent more than twenty years of his career working with retailers and manufacturers to harness the power of analytics to improve sales, merchandising, store operations, and other functions. Prior to joining Trax David was the President & COO of Quri, the leading crowdsourcing company in the United States used by leading brands to collect in-store conditions data. He has also had leadership positions with Market6, Netezza, Oracle and Accenture.

David has a strong background in building and growing teams that are expert in helping the industry take advantage of new technologies to drive value for their businesses.

David is an alumnus of Johns Hopkins University where he earned a BA in Psychology.

Sameer Dhingra
Managing Director
APAC

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Sameer Dhingra leads the APAC business for Trax based in Singapore.

Sameer has over 20+ years of experience in senior management and leaderships roles across various geographies in Hewlett Packard, PepsiCo and United Spirits-Diageo. He has led large & complex organizations across Global, Enterprise, SME’s and Consumer segments.

Prior to joining Trax, Sameer was the Global Domain Leader for Retail & Distribution industries for Hewlett Packard Enterprise where he led the WW Sales, Strategy, Technology platforms, Partner ecosystem and execution around Retail, CPG & Distribution industries. In addition, as the General Manager, Industry Verticals, Sameer also led the vertical sales for Manufacturing (Hi-Tech/Electronics, Automotive), Distribution (Retail and Consumer), other industries (Energy, Travel and Transportation) for Asia Pacific & Japan.

Sameer holds a Master’s degree in business management from Indian Institute of Management, Ahmedabad and is currently based in Singapore.

Nancy Wang
Managing Director
Greater China Region

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Nancy Wang is the Managing Director of Greater China at Trax. Nancy is responsible for leading our China strategy, sales, marketing, business development and customer success.

Nancy has over 15 years of experience across IT and retail industries, holding senior management roles in companies like Microsoft and Oracle. Prior to joining Trax, she was the General Manager of Microsoft’s cloud business in China. Before that, she was managing Oracle’s Applications business unit in the region.

Nancy has a proven track record of achieving high revenue growth led by deep knowledge of the Chinese market, experience in IT and retail, and well-established business network in these domains. She strongly believes in the power of new technologies like AI in driving value and ROI for customers.

Nancy has a Bachelor’s degree in International Economic and Trade from Shanghai Jiaotong University.

Martin Smethurst
Managing Director
EMEA

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Martin Smethurst is the Managing Director of Trax in EMEA, leading a team of highly skilled individuals to deliver great value to our customers whilst driving exponential growth.

Martin has 20 years of leadership experience in delivering global solutions based on SaaS, Software and Services in Retail and Hospitality markets. Prior to Trax, he was the VP EMEA for Oracle Hospitality, transitioning Oracle’s acquisition of Micros and driving the SaaS business. He has held various executive leadership roles at Wincor Nixdorf, MicroStrategy and Cisco, as well as small, innovative startup businesses.

Martin has a technical background in Electronic and Computer engineering gained from Southbank University through an apprenticeship in the Automotive and working on Nuclear Power stations and refineries around the world.

Adi (Bitton) Oxland
General Counsel

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

Prior to joining Trax, Adi served as the Legal Counsel of SeaChange Maritime, a global maritime transportation venture, where she was responsible for all legal aspects of the business. Adi was also responsible for SeaChange's sister technology company - JIBE ERP, a fully integrated, web-based ship management platform - where she primarily focused on IP and IT transactions.

Previously, Adi served for several years as an associate at Gornitzky & Co, where she specialized in corporate and commercial transactions as well as 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 corporate matters 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.

Justin Behar
Executive Vice President
Global Data Collection

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Justin Behar is the Executive Vice President, Data Collection - Global at Trax. Justin is responsible for the product strategy, management and operations of Trax’s global data collection capability spanning retail auditors, crowdsourcing and IoT devices.

Before joining Trax, Justin spent 7 years as the founder and CEO of Quri, leading the company from its founding through a successful acquisition by Trax. Prior to that, Justin held leadership roles across product management, strategy, and corporate development at various Silicon Valley technology and information services companies, including Gartner, iXL Enterprises, and Rutberg & Company (which he also co-founded).

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 led the development of global value propositions and go-to-market strategies for a myriad of enterprise software solutions, consumer devices and services in North America and 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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