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.
David GottliebChief Revenue Officer
David Gottlieb is the Chief Revenue Officer at Trax. David is tasked with ensuring Trax achieves its overall sales and…
David Gottlieb is the Chief Revenue Officer at Trax. David is tasked with ensuring Trax achieves its overall sales and revenue goals, and he works with teams around the world to prioritize markets and solutions that will drive business expansion.
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.
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.
Regi VengalilChief Financial Officer
Regi Vengalil is the Chief Financial Officer of Trax. Regi is responsible for the financial management of the company including…
Regi Vengalil is the Chief Financial Officer of Trax. Regi is responsible for the financial management of the company including finance, accounting, investor relations and corporate development.
Prior to Trax, Regi served as the CFO of Metromile, Inc, a publicly traded auto insurance technology company. He was responsible for Metromile’s financial management, investor relations and corporate development. Regi helped lead the process to sell Metromile which resulted in its eventual acquisition by Lemonade, another publicly traded insurance technology company.
Previously, Regi served as CFO of Egencia, Expedia Group’s corporate travel division, where he led the global finance team of more than 100 professionals and was responsible for the division’s financial planning and operations, controllership and commercial finance. Regi helped lead the carve-out of Egencia from Expedia Group that culminated in its eventual sale to American Express Global Travel for nearly $1 billion. Before becoming CFO of Egencia, he also served as a member of Expedia Group’s executive team as global head of corporate development and strategy.
Before joining Expedia Group, Regi was head of strategy, mergers and acquisitions and business operations at LendingClub. Earlier in his career, he led teams advising financial services and travel firms on growth strategies at McKinsey & Company. He is also the Lead Independent Director and Chair of the M&A committee of Porch Group, a publicly traded home services vertical software company.
Regi holds a master of business administration and bachelor of science in economics; both earned with honors from the Wharton School of the University of Pennsylvania. He resides in Seattle, Washington.
Barak TurovskyChief Product Officer
Barak Turovsky is responsible for product management and engineering in Trax Retail. Prior to Trax, Barak spent 10 years leading…
Barak Turovsky is responsible for product management and engineering in Trax Retail. Prior to Trax, Barak spent 10 years leading product management and user experience for Natural Language Understanding AI and Google Translate within the Google AI team, focusing on applying cutting edge Artificial Intelligence and Machine Learning technologies to deliver magical experiences across Google Search, Assistant, Cloud, Chrome, Ads and other products. Previously, Barak spent 2 years as a product leader within the Google Wallet team. Prior to joining Google in 2011, Barak was Director of Product in Microsoft’s Mobile Advertising, Head of Mobile Commerce at PayPal and Chief Technical Officer in an Israeli start up. He lived more than 10 years in 3 different countries (Russia, Israel and the US) and fluently speaks three languages. Barak earned a Bachelor’s of Laws degree from Tel Aviv University, Israel, and a Master’s of Business Administration from the University of California, Berkeley.
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.
Dena SingletonChief Human Resources Officer
As Chief Human Resource Officer, Dena Singleton oversees people strategy, including Trax’s recruitment, learning and development, and diversity and inclusion…
As Chief Human Resource Officer, Dena Singleton oversees people strategy, including Trax’s recruitment, learning and development, and diversity and inclusion efforts. Dena joined the company in January 2022.
Dena’s experience in human resources spans 25 years. One of her first manager positions started with Pepsi Bottling Group in 1996. In 2000, she led a team of HRMs in the U.S. and Canada as HR Director for the industrial gas distribution business, Praxair Distribution, Inc.
Dena has extensive experience working in the technology industry with more than a decade at Microsoft where she joined in 2004. Her work at Microsoft spanned from supporting engineering teams to leading HR for Marketing and Operations organizations.
As Director of Human Resources at Starbucks, Dena worked to develop and deliver an HR strategy that helped support the transformation of Starbucks’ 1000-person global technology organization from in-house systems to an agile cloud-based experience. Her go-to Starbuck’s order is an Iced Caramel Macchiato.
Dena also served as an HR leader for the software company, Apptio during its before and during its IPO transition and most recently at Porch (Nasdaq: PRCH), where she was the VP of People when it became a publicly traded company in December 2020.
Dena holds a Master’s degree in Labor and Industrial Relations from Cornell University, and a BA in Political Science from American University. She currently resides in Seattle, Washington.
Paulina KadmanChief of Staff
Paulina Kadman is the Chief of Staff at Trax. Paulina is working with cross-functional operational and strategic projects. As one…
Paulina Kadman 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.
Craig MusgroveManaging Director Americas
Craig Musgrove is the Managing Director of Americas at Trax, responsible for strategy, sales, marketing, business development and customer success…
Craig Musgrove is the Managing Director of Americas at Trax, responsible for strategy, sales, marketing, business development and customer success in North and South America. Prior to joining Trax, Craig spent over 20 years at PepsiCo in a variety of sales leadership roles across various brands, retailers, and regions. After leaving PepsiCo as Senior Vice President of Sales, he joined Borden Dairy Company as Chief Sales Officer. Craig also serves as an Advisory Board Member to several technology companies and emerging CPG brands where he lends his operational and commercial knowledge to help startups reach new stages of growth.
Karine EloyManaging Director APAC & EMEA
Karine Eloy is the Managing Director APAC & EMEA at Trax. Karine is responsible for Trax’s strategy, sales, marketing, business…
Karine Eloy is the Managing Director APAC & 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.
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