September 6, 2012 — The Direct Marketing Association (DMA) today announced the appointment of Thomas J. Benton as Chief Financial Officer.  Benton, a seasoned senior-level finance and marketing analytics executive, will be based at DMA’s New York City headquarters, reporting to Acting President & CEO Linda A. Woolley.

“Tom comes to DMA with extensive experience across multiple industries with a focus on direct marketing,” said DMA Acting President and CEO Linda A. Woolley.  “His impressive skill, depth of knowledge, and insight make him a great asset to DMA and its mission.”

Before joining DMA, Benton spent several years as a financial consultant and philanthropist.  In addition to helping individuals and businesses with financial, business, and marketing analyses, he served as treasurer and board member at Helping Children Worldwide (HCW), a nonprofit organization that founded The Child Rescue Center and Mercy Hospital in Bo, Sierra Leone.

Previously, Benton was senior vice president, marketing analysis, at America Online, where he built and ran AOL Marketing’s financial planning and business intelligence functions.  In this role, he oversaw several of AOL Marketing’s business units, including financial planning; business and M&A analysis; marketing systems and data mining; member acquisition and retention analysis; and marketing research. Concurrent with this role, Benton served for nearly two years as acting CFO to the president of AOL programming.  During his tenure, paying membership at AOL grew tenfold – from three million to nearly 30 million.

Benton has also held positions at Rodale Press, Xerox Education Publications/Newfield Publications, and Wechsler Coffee.  He holds an MBA from the University of New Haven and a bachelor’s degree in business administration from Gettysburg College.

About Direct Marketing Association (DMA)

The Direct Marketing Association ( is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing.  Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States.  Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales.  In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US.  Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

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