Since joining Helix Education (formerly known as 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, Helix Education 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 Helix Education, 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 Helix Education just two years after its 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 successful messaging Helix Education 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 Helix Education 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, Helix Education 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 the Chairman of the Board. One of the challenges that Tom has had to manage, along with company growth and an ever-changing marketplace, is the sale of Helix Education to different ownership five times in 13 years. In that time Helix Education has continued to innovate and expand its capabilities and focus on making its higher education clients successful.
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.