This is Trax

Pioneering the store of tomorrow

Trax 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.
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Our Purpose

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.




Our Story

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Trax is founded and incorporated in Singapore by Joel Bar-El and Dror Feldheim.

Brightly coloured products on a supermarket shelf

We launch our Computer Vision center and our now-famous algorithms recognize a consumer product for the first time.

coca cola bottle tops

We sign one of the world’s largest FMCG companies as our first customer. Go big or go home!

People jumping into the sea from a platform

The Trax family grows to a hundred, as new offices open in Brazil and the UK.

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Trax breaks into the Deloitte Technology Fast 50, Israel’s foremost tech award. Motors runnin’!

Trax shelf camera in a supermarket

Cameras in the store! IoT powered shelf-monitoring solution, Retail Watch comes to retail.

corporate building in the city center

30 of the 50 largest CPG brands work with Trax. A big year for acquisitions as Shopkick, Lenztech and Planorama join Trax.

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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.

Stand-up paddling for a cause

Children & Youth Empowerment

Empowering educators and setting low-income students and at-risk youth up for success.

Trax Israel visited Sheba Medical Center at Tel HaShomer Hospital as part of this initiative

Employee Volunteering

Trax encourages employees to contribute their time and talents to support social organisations.

Helping to break the poverty cycle in Cambodia by building houses

Communities in Need

Providing food, shelter, materials – and sometimes, just solidarity for communities in need.

Our Community









Our leadership team

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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.

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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).

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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.

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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.

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Karl Johnsen

Chief Financial Officer

Karl Johnsen is the Chief Financial Officer at Trax. He brings more than 25 years of financial and operational leadership experience to the position.  

Karl has a proven record of creating value and efficiency for both private and public global technology companies. Prior to joining Trax, he served as CFO of AspenTech (NASDAQ: AZPN) and held senior financial roles at Avid Technology and FusionStorm. Johnsen has led and integrated numerous successful acquisitions in the US and abroad and helped build and direct effective teams in high growth environments including through several initial public offerings. As CFO at Trax, Johnsen will focus on supporting the company’s growth and reinforcing the financial acumen and strengths of the organization.

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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.

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Dor Sela

Chief 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 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.

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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.

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Barak Turovsky

Chief Product Officer

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.

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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.

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Craig Musgrove

Managing Director Americas

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.

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James Tang

General 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 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.

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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.

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Dave Fisch

EVP, Shopper Solutions

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

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Mark Cook

Executive Vice President, Retail Solutions

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

Our locations

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621 17th Street, Suite 730/777
CO 80293
United States
615 S. College St
NC 28202
United States
One Beacon St., 15th Floor
MA 02108
United States
São Paulo
Av Brig Faria Lima, 1485, Pinheiros
1st Floor Room 139
São Paulo
+55 11 4810-1870
1960 Satellite Blvd
Suite 4100
GA 30097
United States
Room 2213-19, Floor 22, SHUI ON PLAZA
333 Middle Huaihai Road, Huangpu District
Shanghai 200021
+86 21 6346 2530
4th Floor
One Kingdom Street
Paddington Central
London W2 6BD
+44 203 755 0955
Computer Vision Center of Excellence
114 Yigal Alon Street
ToHa Building, 26 floor
Tel-Aviv 6744320
San Francisco
655 Montgomery St
14th Floor, Suite 1400
San Francisco
CA 94111
United States
Mexico City
Regional Headquarters
Moliere #310 - Despacho 202, Polanco, Miguel Hidalgo
Ciudad de Mexico
C.P. 06700
LenzTech Headquarters
5th Floor, Jinglong Building
No. 225 Chaoyang North Road
Chaoyang District
Beijing 100025
+86 21 6346 2530
2-11-15 Kanda Jimbocho
EMKE business centre
Rakoczi ut 42 1072
+36 1-633-3266
Regional Headquarters
CVDM Solutions
38 rue Bréguet
+33 01 82-28-41-41
Presnenskaya embankment, 12
Federation Tower, East Entry, 31st Floor
176 Yonge Street
6th Floor
Unit #06-125
ON M5C 2L7
+1 650-763-8727
San Mateo
273 S. Railroad Ave
San Mateo
CA 94401
United States
New York
22 W. 19th St
9th Floor
New York
NY 10011
+1 650-763-8727
Level 22
120 Spencer Street
Corporate Headquarters
65 Chulia Street
#19-01 OCBC Centre
+65 6224 9145
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customer checking product
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