Trax Appoints Kendra Ricenbaw as Chief Customer Experience Officer to Drive Global Retail Transformation

Trax Retail has announced the appointment of Kendra Ricenbaw as Chief Customer Experience Officer (CCXO). In her new role, Ricenbaw will spearhead Trax’s global customer experience and operations strategies, working to elevate customer satisfaction for CPG companies and retailers through Trax’s cutting-edge, data-driven AI solutions.

This appointment is part of a strategic series of executive hires initiated by CEO Gary Laben, who joined Trax in March to accelerate the company's mission of enhancing retail technology for manufacturers, retailers, and consumers. Ricenbaw, a veteran in customer experience with over 20 years of leadership across Fortune 500 companies and high-growth tech firms, is known for her commitment to delivering impactful, customer-centric solutions. At Trax, she will focus on optimizing the customer experience journey and tailoring technology solutions to help partners achieve measurable results.

“Kendra is an exceptional leader with a remarkable track record in driving customer satisfaction and operational efficiency at scale,” said Gary Laben, CEO of Trax. “Her global expertise, coupled with her ability to build high-performing teams and implement transformative technology, perfectly aligns with Trax’s vision of reshaping the retail landscape through data and AI. Her leadership will be invaluable as we enter a new era at Trax, optimizing the experience we offer to our clients.”

Ricenbaw joins an elite executive team at Trax, including Brittany Billings as Chief Marketing Officer and Karan Khanna as Chief Product and Technology Officer. Together, they represent Trax's dedication to pioneering retail solutions that address the industry’s most pressing challenges.

Prior to joining Trax, Ricenbaw led extensive teams and achieved significant results in customer experience and operational improvement at Gusto, where she enhanced both client satisfaction and operational sustainability. She previously served as Senior Vice President of Global Operations at Western Union, overseeing over 5,000 professionals and driving technology-driven innovations that improved customer sentiment and retention while optimizing employee experience.

“I’m thrilled to join Trax and collaborate with such a dynamic C-suite team to continue advancing our commitment to innovation and customer excellence,” said Ricenbaw. “Trax has an unparalleled ability to solve real retail challenges through data-driven solutions, and I’m eager to help elevate our customer experience and maximize value for our partners.”

Ricenbaw’s international experience, having lived and worked in diverse markets such as Lithuania, the Netherlands, and the United States, equips her with a global perspective that will be instrumental as Trax embarks on this new phase of growth. Her addition reinforces Trax's dedication to redefining retail technology, with a talented team leading transformative changes in one of the world’s largest industries.