Dale Denham is back in the C-suite.

The experienced executive, formerly president/CEO of Promotional Products Association International (PPAI) among other high-profile promo roles, has stepped into the CEO position at eXtendTech.

Dale Denham, eXtendTech

For nearly two decades, the company has focused on delivering software solutions integrated with NetSuite. The firm says it prides itself especially on the application of such tools within the promotional products vertical but also serves clients in industries that include wholesale distribution and manufacturing, healthcare, field services and professional services.

“Dale’s energy and drive for excellence, coupled with his focus on delivering exceptional care to clients and the broader community, has always inspired us,” said Sam Hornstein, founder of eXtendTech. “I’m grateful that his leadership will afford me the time to focus on producing and delivering the best possible solutions. His vision will empower us to reach our full potential across all areas.”

Denham has what executives described as more than 30 years of business transformation experience, including significant spells at the intersection of promo and technology.

He served as president/CEO of PPAI for three years, his run at the promo industry trade association ending this summer.

“Dale’s energy and drive for excellence, coupled with his focus on delivering exceptional care to clients and the broader community, has always inspired us. His vision will empower us to reach our full potential.” Sam Hornstein, eXtendTech

PPAI credited Denham for overseeing the return of the PPAI Expo after the COVID-19 pandemic, among other accomplishments. Dawn Olds, a longtime executive with Counselor Top 40 distributor HALO Branded Solutions (asi/356000), came out of retirement and has been PPAI’s interim president/CEO since Denham’s departure.

Denham went to PPAI after serving as chief information officer and senior vice president for Counselor Top 40 distributor Geiger (asi/202900). Prior to joining Geiger, Denham was a senior vice president at ASI, where he worked for about a decade. Earlier career roles include being president of startup Impact Data & Information and general manager at America II Electronics / Memory Internet Solutions.

Denham said he’s admired what eXtendTech has brought to the promo space and is eager to get to work expanding the firm’s reach in the swag market and other verticals.

“Sam and his team have built a powerhouse, delivering critical apps for NetSuite that extend well beyond the promotional market,” Denham said. “I’m excited to continue this journey and expand eXtendTech’s impact, solving complex business challenges and creating a company where both customers and employees thrive.”