This is Trax

Joel Bar-El Executive 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 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 Behar Chief Executive Officer

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 Feldheim President, Corporate Development

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 Gottlieb Chief Revenue Officer

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.

Marcus McCarty Chief Legal Officer

Marcus McCarty is the Chief Legal officer at Trax and has responsibility for the legal and compliance, and people organizations.

Recently, Marcus was the SVP of Transformation at Western Union where he led lean and agile centers of excellence to ensure efficient delivery of operational process improvements, customer experience and retention initiatives, and digital transformation, as well as leading change management, communications, and leadership development programs.

Prior to being tapped to lead transformation at Western Union, Marcus was a member of the company’s legal leadership team with responsibility for legal operations and global ethics and compliance programs where he participated in corporate governance activities. He also led the legal support for many of the company’s financial services and payments products and has experience in highly regulated environments.

More recently, Marcus has provided outside legal support for private equity mergers and acquisitions and has consulted on agile transformations for global companies.

Marcus holds a MBA and a JD from the University of Denver where he graduated with honors, and a BS in Business Administration from the University of Colorado at Boulder, also with honors.

Daniel Cohen Chief Operating Officer

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 Vengalil Chief Financial Officer

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.

Paulina Kadman Chief of Staff

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 Bronicki Chief Technology Officer

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.

Karine Eloy Managing Director APAC & EMEA

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.