Counselor Top 40 distributor iPROMOTEu (asi/232119) is bringing in a familiar face to head up its technology efforts, hiring industry veteran Dale Denham as chief information officer. He officially joined iPROMOTEu mid-2025 as a technology consultant supporting strategic innovation initiatives and will officially transition to CIO on March 18.

Dale Denham, iPROMOTEu (asi/232119)

“Dale is a proven change agent who has helped shape digital transformation across the promotional products industry,” said Lori Bauer, CEO of iPROMOTEu and a member of the Counselor Power 50 list of the most influential people in promo. Bauer was also the 2019 Counselor Supplier Woman of Distinction. “His leadership and perspective will play a critical role as we continue strengthening our technology strategy, prioritizing investments in innovation, and delivering solutions that support growth and long-term success for our affiliate community.”

In the new role, Denham will lead the organization’s technology teams, succeeding Dave Kneram, senior vice president of technology, who will support the leadership transition prior to his retirement. Denham, who will report directly to Bauer, will focus on accelerating execution across iPROMOTEu’s technology initiatives while reinforcing operational continuity and adding further depth to the company’s senior leadership bench. With his appointment, iPROMOTEu’s executive leadership team now represents a combined 180 years of experience in the promotional products industry.

“What I do best is operate at the intersection of business strategy and technology, and iPROMOTEu is exactly the kind of organization where that work matters,” said Denham. “This company has earned its position by putting Affiliates first, and my focus is ensuring our technology investments continue to strengthen that commitment.”

Denham has extensive background in leadership positions across the promotional products industry. Most recently, he served as CEO of eXtendTech, a company focused on delivering software solutions integrated with NetSuite, both within the promo industry and beyond. Prior to that, Denham spent three years as the president/CEO of PPAI, where he was credited with overseeing the return of the PPAI Expo after the COVID-19 pandemic, among other accomplishments.

He also served as chief information officer and senior vice president at Counselor Top 40 distributor Geiger (asi/202900). For about a decade, Denham was a senior vice president at ASI. Earlier career roles included stints as president of startup Impact Data & Information and general manager at America II Electronics / Memory Internet Solutions.

“Over the course of my career in this industry, I’ve learned that technology only matters if the people behind it trust each other enough to execute,” said Denham. “That’s what I found at iPROMOTEu; a leadership team of industry veterans who know how to get things done. My role is to ensure our technology delivers real value for our affiliates and vendor partners.”

With 2024 North American promotional products revenue of $371 million, iPROMOTEu ranks eighth on Counselor’s most recent list of top distributors. The company which celebrated its 25th anniversary in 2024, made waves when it purchased former Counselor Top 40 firm AIA Corporation that same year.