New worlds: Moti Kirschenbaum takes on CIO, Vice President Technology role at Israeli retailer Super-Pharm

Moti Kirschenbaum is starting a new position as CIO, Vice President Technology at Israeli retailer Super-Pharm.

He joins from The Paz Group where he served as Vice President Digital & IT/CIO.

In a LinkedIn post, he said: “After four and a half wonderful years, I decided to try new worlds.”

“I was privileged to take part in Paz's transformation from a fuel company to an innovative and data-based company, which became a leader in food, convenience, electricity, gas and charging. Software company, which is also the largest and most popular payment wallet app in Israel.”

He added: “I am replaced by the talented Adar Bitan who comes from Microsoft. I know he'll work his magic, as always, and take things to new heights. Adar, I entrust you with a dedicated and insanely professional technological team.”

“And now a new chapter. I am excited to join the Super-Pharm family, a beloved, innovative and successful brand for years. Looking forward and can’t wait to get started.”

2024 RTIH Innovation Awards

Super-Pharm is among the finalists at the 2024 RTIH Innovation Awards.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

In collaboration with WER, Super-Pharm has transformed the in-store experience into an interactive adventure. Shoppers scan shelf QR codes to instantly access product coupons, dive into immersive branded content, and discover hidden surprises, all via the power of AR and AI.

Check out a full rundown of our 2024 finalists here,

Key 2024 RTIH Innovation Awards dates:

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.