Trax is a world leader in computer vision solutions for retail, ranking in the top 25 Fastest Growing Companies on Deloitte’s Technology Fast 500 list
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 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.
Chief Executive Officer
Chief Financial Officer
Anil "Bob" Kothari
Chief Revenue Officer
Chief People Officer
Chief Operating Officer
Chief Marketing Officer & Head of Strategy
Chief Technology Officer
Adi (Bitton) Oxland
Fei Fei Ho
Executive Vice President, Corporate Marketing & Communications
General Manager & President
Executive Vice President,
General Manager, Israel
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.
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.
Justin Behar is the Chief Executive Officer at Trax. Justin is responsible for coordinating the company’s business strategy and developing a strategy for the selection, prioritization and execution of acquisitions and other non-organic growth opportunities. Justin also oversees key initiatives with strategic partners.
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).
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.
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.
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.
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 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.
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.
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.
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.
Adi manages Trax’s investor engagements with a focus on developing and executing our investor materials and serving as the go-to person for existing shareholders and potential investors seeking information about the company. She is also responsible for maintaining close relationships with investors, and clearly communicating the company's strategies and differentiating factors.
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.
Fei Fei Ho is the EVP of Corporate Marketing & Communications at Trax. Fei Fei is responsible for the company’s corporate marketing strategy which includes 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.
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.
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.
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.