Data-Driven Enrollment Marketing
Executive Bio—Tom Dearden, CEO
Since joining Datamark in 1989, Tom Dearden has been an integral part in solidifying the company’s reputation as the innovator in education marketing.
Under Tom’s direction, Datamark has grown from a small direct mail agency with a limited scope of services to a full-service direct marketing firm with multimedia lead generation and enrollment solutions for educators.
Prior to joining Datamark, Tom was the founder and senior partner at Bennett/Allen Associates, a general advertising agency based in Salt Lake City. Bennett/Allen served both business-to-consumer and business-to-business clients and produced effective TV, print and direct mail campaigns. His focus then, as now, was on using cost-efficient media to generate the best ROI for his clients.
Tom joined Datamark just two years after it’s founding. He immediately brought his consumer advertising experience to bear in developing highly targeted, effective direct mail as a lead generation medium for higher education. Fine-tuning the already successful messaging Datamark was already using.
He quickly moved from creative campaign development into a broader operational role within the company. Under his leadership direct mail production was brought in-house and to this day Datamark remains an industry leader in targeting technologies and multivariate direct mail production.
By the mid-nineties Tom became director of operations of the rapidly growing company until in 2000 he was named Chief Operations Officer.
Tom’s operational leadership enabled the company to grow and increase in capability.
Working with creative partners both inside and outside of the company from 1998 to 2002 Datamark expanded it’s suite of services from direct mail and market research to include TV, Print, dialog marketing and Internet lead management.
In 2005 Tom was named President and CEO of the ever-evolving company. Today he is simply CEO. One of the challenges that Tom has had to manage, along with company growth and an ever-changing marketplace, is the sale of Datamark to different ownership five times in 13 years. In that time Datamark has continued to innovate and expand its capabilities and focus on making its higher education clients successful.
In addition to leading Datamark, he currently serves on the APSCU Best Practices Task Force, is a board member of the University of Utah Alumni Association, and as a board member for Tuacahn Center for the Arts and Tuacahn High School for the Performing Arts in St. George, Utah. Tom holds a Bachelor of Fine Arts from the University of Utah.