Reflektion, provider of an AI-powered personalization platform for retailers, has appointed Ray Villeneuve as president and chief operations officer and Javed Maqsood as vice president of customer success and operations.

Villeneuve has served in leadership roles with Virtual Instruments, Skytree, Riverbed, Liaise, and Monosphere. At Virtual Instruments, a performance analytics company, he increased revenue by $30 million, Reflektion says.

Maqsood has worked for BloomReach, Kodak, Zynga and Box.

Both new hires will work out of Reflektion’s San Mateo, California headquarters.

Reflektion powers digital messaging via email, preview and site search, product recommendations, category and landing pages.