This is Trax
Pioneering the store of tomorrowTrax is the driving force of the store of the future. The world’s top consumer goods companies and retailers use our cloud platform to gain the power to see what happens at shelf and the agility to delight shoppers in new ways.
At Trax, our mission is to help brands and retailers harness the power of digital technologies to enable the best shopping experiences imaginable.
Our platform allows customers to understand what is happening on shelf, in every store, all the time so they can focus on what they do best – delighting shoppers.
With Trax data and insights, customers gain granular, SKU-level visibility to changing store conditions. Our customers not only plan and execute their retail strategy better, but also engage better with shoppers. And each timely, data-driven decision and action lowers costs and accelerates revenue growth.
We believe brands, retailers and shoppers need a better way to navigate the new retail reality, one that promises a more fulfilling and engaging shopper experience.
Our customers include the world’s most loved consumer brands like Coca-Cola, Nestle, Unilever, P&G and Heineken as well as innovative retailers like Best Buy, Sam’s Club, Auchan and TJ Maxx.
Our people are at the core of why we exist. Careers at Trax offer all kinds of opportunities to join an incredibly elite team that believes in making an impact every day.
Check out our Newsroom for the latest company updates.
Trax is founded and incorporated in Singapore by Joel Bar-El and Dror Feldheim.
We launch our Computer Vision center and our now-famous algorithms recognize a consumer product for the first time.
We sign one of the world’s largest FMCG companies as our first customer. Go big or go home!
The Trax family grows to a hundred, as new offices open in Brazil and the UK.
Trax breaks into the Deloitte Technology Fast 50, Israel’s foremost tech award. Motors runnin’!
Cameras in the store! IoT powered shelf-monitoring solution, Retail Watch comes to retail.
30 of the 50 largest CPG brands work with Trax. A big year for acquisitions as Shopkick, Lenztech and Planorama join Trax.
Salut! We turn ten. Nearly a thousand Traxers celebrate the journey. And we’re just getting started.
Trax for good
At Trax, our environmental, corporate and social responsibility is central to who we are.
Children & Youth Empowerment
Empowering educators and setting low-income students and at-risk youth up for success.
Trax encourages employees to contribute their time and talents to support social organisations.
Communities in Need
Providing food, shelter, materials – and sometimes, just solidarity for communities in need.
Our leadership team
Joel Bar-ElExecutive Chairman
Joel Bar-El is a co-founder and the Executive Chairman at Trax. Joel is responsible for Trax’s long-term vision and leads…
Joel Bar-El is a co-founder and the Executive Chairman at Trax. Joel is responsible for Trax’s long-term vision and leads efforts on corporate strategy, innovation and shareholder value creation. Before being named Executive Chairman of Trax in January 2021, Joel was Trax’s Chief Executive 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.
Justin BeharChief Executive Officer
Justin Behar is the Chief Executive Officer at Trax. He was appointed in January 2021, after having served three years…
Justin Behar is the Chief Executive Officer at Trax. He was appointed in January 2021, after having served three years as Chief Corporate Development Officer of the company.
As Chief Corporate Development Officer, Justin played an instrumental role in driving the planning and execution of five strategic acquisitions for the company. He also led the strategic development and execution of Trax’s on-demand workforce solutions, Dynamic Merchandising and Flexforce.
Before joining Trax, Justin spent seven years as co-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).
Dror FeldheimPresident, Corporate Development
Dror Feldheim is a co-founder and President at Trax. Dror is responsible for broader strategic initiatives, expanding Trax’s global partnerships…
Dror Feldheim is a co-founder and President at Trax. Dror is responsible for broader strategic initiatives, expanding Trax’s global partnerships and capitalizing on additional inorganic growth and acquisition opportunities. Before being named President in January 2021, Dror was Trax’s Chief Commercial Officer, where he oversaw Trax’s global sales management, distribution channel management, marketing communications, pricing and customer service.
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.
Anil “Bob” KothariChief Revenue Officer
Bob is the Chief Revenue Officer at Trax. He is responsible for the company’s go-to-market strategy and execution and manages…
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.
Daniel CohenChief Operating Officer
Daniel Cohen is the Chief Operating Officer at Trax. Daniel is responsible for managing and transforming the company's overall delivery…
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.
Dor SelaChief Marketing Officer & Head of Strategy
Dor Sela is the Chief Marketing Officer and Head of Strategy at Trax. Dor has over 20 years of experience…
Dor Sela is the Chief Marketing Officer and Head of Strategy at 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.
Flora BondiciChief People Officer
Flora is the Chief People Officer at Trax, responsible for the global people strategy. This includes driving end to end…
Flora is the Chief People Officer at Trax, responsible for the global people strategy. This includes driving end to end employee experience to ensure Trax is a great place to work and supporting leaders globally in organizational development and design for growth.
Flora is an innovative, down to earth HR Leader with strong background in developing and executing end to end HR Strategy based on the business priorities in fast-paced software development start-up and multinational technology environments. Prior to Trax, Flora served as Global People Director for Planorama for 3.5 years, where she led the global people department, from an early stage until the company got acquired by Trax. Prior to Planorama she worked over 5 years in global and regional roles within GE to drive to drive organisational development, collaboration across functions, strategic workforce planning, salesforce effectiveness, leadership and key talent development, succession planning and talent pipeline for key positions.
Flora holds a Post-Graduate Degree in HR Management from Corvinus University of Budapest and BA from Kodolanyi Janos College in Adult Education and Cultural Management.
Paulina FogelChief of Staff
Paulina Fogel is the Chief of Staff at Trax. Paulina is working with cross-functional operational and strategic projects. As one…
Paulina Fogel is the Chief of Staff at Trax. Paulina is working with cross-functional operational and strategic projects.
As one of Trax’s earliest employees, Paulina has been instrumental in transforming Trax, growing from four people in her living room to the company it is today. During the last 10 years, Paulina drove Trax’s engagement with Fortune 500 consumer goods companies and retailers overseeing business development and partnership efforts to solidify Trax’s market-leading position.
Prior to joining Trax, Paulina enjoyed a unique career being a serial entrepreneur in various fields across gastronomy, culture and fashion, combining her longstanding interest in emerging technologies. Paulina holds B.A. from Tel Aviv University.
Youval BronickiChief Technology Officer
Youval Bronicki is the Chief Technology Officer at Trax. Youval is responsible for the design and implementation of the company’s…
Youval Bronicki is the Chief Technology Officer at Trax. Youval 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. He was instrumental in designing and creating the technical architecture for the company’s service delivery platform.
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.
Dave FischGeneral Manager, Shopkick
David Fisch is the General Manager at Shopkick, a leading shopping rewards app in the U.S. David is an experienced…
David Fisch is the General Manager at Shopkick, a leading shopping rewards app in the U.S.
David is an experienced entrepreneur with executive and founding impact in leading SaaS, ad-technology and consumer companies. Prior to Shopkick, David was an executive at Criteo (IPO) and a Founder of Miniclip America, GoFish Entertainment (IPO) and SlingShot Media (Mandalay Entertainment). Previously David served in key leadership and management roles within Yahoo!, Miller Brewing Company and Gallo Sales Company.
David has had a dynamic career in building and managing world class sales and marketing organizations. David graduated with a bachelor’s degree in business, management, and marketing from California State University, Chico
David GottliebManaging Director Americas
David Gottlieb is the Managing Director, Americas at Trax. David is responsible for Trax’s strategy, sales, marketing, business development, and…
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.
James TangGeneral Manager & President Greater China
James Tang is General Manager and President, Greater China at Trax. James is responsible for leading the company's Greater China…
James Tang is General Manager and President, Greater China at Trax. James is responsible for leading the company’s Greater China market strategy, business development, operations and R&D.
Before Trax, James was the CEO and founder of LenzTech. He previously founded Beijing Digital 100 Information Technology Co., Ltd. and served as a CTO of the company.
A technology entrepreneur who is passionate about providing customers with continuous innovative and efficient enterprise solutions to drive digital transformation, James started his career with Oracle where he spent more than ten years in technology, research and development roles. He received his bachelor’s degree in mathematics from Peking University and his master’s degree in engineering from Dartmouth College.
Karine EloyManaging Director EMEA
Karine Eloy is the Managing Director of EMEA at Trax. Karine is responsible for Trax’s strategy, sales, marketing, business development…
Karine Eloy is the Managing Director of EMEA at Trax. Karine is responsible for Trax’s strategy, sales, marketing, business development and customer success for EMEA including Russia.
Karine has had over 25 years of business development experience with retailers and manufacturers with a focus on providing technical, consultative and analytics solutions to drive sales uplift and shopper loyalty. Prior to joining Trax, Karine was the General Manager (France and Benelux) at Catalina overseeing complete P&L and execution with a proven track record of successfully driving business growth in this region.
Karine has a strong background in empowering multi-skilled teams across Europe and beyond. Karine is a graduate from Paris-Sud University.
Mark CookExecutive Vice President, Retail Solutions
Mark Cook is the Executive Vice President of Retail Solutions at Trax. Mark is responsible for development and delivery of…
Mark Cook is the Executive Vice President of Retail Solutions at Trax. Mark is responsible for development and delivery of Trax’s product and service offerings f to meet retailers store operations and supply chain needs. He leads the team from Tel Aviv, Israel.
Primarily a visionary product leader, Mark has over 30 years of experience in product development and marketing and has served in senior roles at B2B, B2C , consumer goods companies and retailers. Prior to Trax Mark helped build Quri (acquired by Trax) where he founded the product development, analytics and operations teams.
Mark has a deep expertise digital imaging systems starting his career at Kodak and has been on the forefront of digital , mobile , computer vision and IOT imaging revolutions. His expertise is in developing commercially viable products and services from emerging technologies.
Mark holds a BS in Mechanical and Ocean Engineering from the University of Rhode Island and an MBA from the University of Rochester
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