Trax Names Guy Mordoch Chief Operating Officer

SINGAPORE, Singapore – 14 November 2016 –Trax the leader in consumer goods technology and market intelligence powered by image recognition, today announced the appointment of Guy Mordoch as Chief Operating Officer (COO), effective immediately.  As COO, Mordoch will have responsibility for all of the company's day to day activities including sales and delivery worldwide, reporting to Trax’s CEO, Joel Bar-El.

Dror Feldheim, Trax Co-Founder and Board of Directors member will be promoted to Chief Business Development Officer after leading Trax’s sales activities since the company’s inception. Dror will focus on key market initiatives, global accounts, partner relations and establishing strategic growth opportunities while reporting to the CEO.

“At Trax, we are incredibly fortunate to have such a talented, world-class group of people on our executive and operational management teams,” said Joel Bar-El, Trax’s CEO.  “Guy comes with the right global tech experience in multi-billion dollar operations with the proven ability to ignite revenue growth and accelerate operational and delivery excellence at scale within organizations.”

Joel continues, “I am delighted that Guy has joined Trax as COO and have no doubt that his positive contributions will be felt immediately across various functional areas within the company.”

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. As COO of Trax, Guy’s responsibilities will focus on the daily activities of the company: 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.

“I couldn’t be more enthusiastic about this amazing opportunity to join a growing and dynamic technology and analytics company like Trax,” said Guy Mordoch, COO, Trax.  “The technology is exciting, the people at Trax are extremely talented and the consumer goods and retail industry as a whole have an incredibly large appetite for Trax’s unique solutions and services that have proven to increase revenue in the store while reducing operational costs for both consumer goods companies and the retailers in the marketplace.”


About Trax Image Recognition

Trax Image Recognition is the world leader in computer vision solutions for retail. The company enables tighter execution controls in-store and the ability to leverage competitive insights through their in-store execution tools, market measurement service and data science to unlock revenue opportunities at all points of sale. Trax does this using iOS, Android and Windows smartphones and tablets to gain actionable shelf analytics in real-time.

With over 175 clients, in over 50 countries, top brands such as Coca-Cola, AB InBev, Nestle, Henkel, PepsiCo and many more, leverage Trax globally to manage their in-store execution and increase revenues at the shelf. Trax is headquartered in Singapore with offices across Asia Pacific, Europe, Middle East, North America and South America. To learn more about Trax, please visit


For Inquiries:        

Fei Fei Ho
VP Marketing & Communications

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