Dax Denneboom

Professional Title: Managing Director

Industry: E-commerce / Retail / FMCG

Currently with: redcoon Benelux B.V. / part of Mediamarkt- Saturn Holding

Previously with: HEMA, HotelBooker, D-reizen

THNK Connection: Creative Leadership Program


Dax has a background in management, marketing and e-commerce and a strong drive for developing, changing and growing consumer business.
Dax studied business administration at the University of Groningen in the Netherlands with a focus on marketing and organisational design. During his university years Dax made several study courses, researches and internships in the US, South Africa and Japan/Singapore. He started his career at large multinational companies Nestle and FrieslandCampina. During these years Dax gained experiences in strategy development, understanding consumer behaviors, innovation and driving a large brand P&L. After 10 years in the FMCG industry, he decided to work more closely to the consumer and learn everything about e-commerce.
He developed his e-commerce / general digital and broader business competencies in high online penetrated retail categories, like travel, fashion, electronics, household and food categories. Dax worked in management positions for well known retail brands like HEMA and more entrepreneurial companies like HotelSpecials and Redcoon. In these years Dax gained insights in how to structure multi-disciplinary business teams, apply new proven technologies and drive operational excellence. Recently he made the proposal (which was approved) to the shareholders to close the company he leads.
Dax is a life long learner and strongly believes in applying insights in everything he does. Special interests goes to change, energizing teams, business model innovation, new technologies and how to make it work. Dax believes THNK will help him to create the next chapter in his career.