Texas Book Company difference is the corporate support and executive participation. All corporate executives, including
the president of the company, are available to our customers. TBC's customer satisfaction is largely due to our
diverse, highly qualified team.
Please choose from the following to learn more about our Executive Team.
Chief Executive Officer
Brent Dyer began
his career in 1971 as a student worker at the East Texas Bookstore while attending East Texas State University. Mr. Dyer
started the Company in 1975 and has served as the President since that time. Texas Book Company began as a used book distributorship
and today has grown into a multi-division corporation.
Mr. Dyer is a past member of the Associate Advisory Board to the National Association of College Stores.
Career Highlights: B.B.A. in Economics and Finance, East Texas State University, 1975; Highest ranking senior in business and economics, East Texas State University, 1975; Wall Street
Journal Student Achievement Award; exceeded over $1 million in scholarship and endowment contributions.
Expertise: Financial Management; Capital Expansion; Total Quality Management; Growth Management; University
Administration Relations; Textbook Management; Conflict and Change Management; Contract Negotiations; Corporate Policy and
Darren Croom began his college bookstore career in 1994 as an assistant manager at the South Texas College of Law Bookstore, and has held the positions of manager, general manager, district manager and regional manager. Darren took the position of Assistant Vice President of Texas Book Company’s retail division in November 2001 and was promoted to Vice President in 2009. In his time with Texas Book Company, Darren’s focus has been on maximizing operational efficiency and client satisfaction. Darren has overseen management of critical performance stores and new store transitions as well as remodels and technology implementation. Darren’s focus on “New Store” transition accounts enables new store personnel and education partners to experience a smooth transition and an ongoing administrative partner for strategic decision making and growth planning. As Vice President, Darren worked with each division level of management to ensure that the interaction between TBC personnel and Texas Book Company clients is one of the highest in terms of caliber of partnership and collaboration. Darren has served as of President of Texas Book Company since April 2016.
Career Highlights: B.A. in History, Texas A&M University, 1993; Oversight of 18 continuous years surpassing budgeted profit goals; Overseen 19 new store transitions with Texas Book Company; Designed and coordinated 16 Texas Book Company store remodels; Managed oversight of 24 Point of Sale installations; 2012 Texas Book Company “Eagle Award” for recognition of continuous outstanding achievement in management.
Expertise: Multi-unit Store Management Operations; Training and Personnel Development; Textbook Management; Campus Relations; Store Transition Implementation
Thomas E. Steele, C.P.A.
Executive Vice President & Chief Financial Officer
Tom Steele's retail and bookstore experience began when he was in college.
Tom worked full-time at the University Co-op while attending The University of Texas at
Austin rising from a Textbook Order Clerk to the Vice President of Operations. During his tenure,
Tom was responsible for seven stores with an annual volume of over $50,000,000. Tom now directs the
financial plans and accounting practices of Texas Book Company. Tom oversees the financial and accounting
system controls and standards and ensures timely financial and statistical reporting.
Career Highlights: BBA with High Honors, University of Texas at Austin, 1995; First Del Webb employee to make Employee of the Year in their first year of employment; 1996; Passed CPA exam on first attempt, 1997; ICBA Board of Directors, 2000-2003; ICBA Outstanding Store Performance Award, 2005; Harvard School of Negotiation, 2007
Expertise: Financial Management; Lease Negotiations; Budgeting; Accounting; Customs and Importing; Licensing Negotiations; Store Operations; Loss Prevention; Human Resources and Employee Development; Online Fulfillment; Warehouse Operations
Vice President, College Bookstore Division
Dana has over 25 years of experience in retail merchandising, with additional expertise in store operations, customer satisfaction and campus participation programs. After facilitating a hugely successful transformation of the USAO bookstore operation, Dana was invited to join TBC’s general merchandise team as coordinator, assisting store managers with merchandise and display options. Dana then became a Regional Manager providing guidance and support to Texas Book Company's Northern Region. For 11 consecutive years Dana has been member of TBC's President's Club for achieving budgeted financial objectives. Dana was promoted to the position of Director of Retail Operations in 2014. Her focus was on store efficiencies, leadership and bookstore team leadership, campus administration and faculty relations, and oversight of critical performance stores. Dana has served as Vice President, College Bookstore Division since April 2015.
Expertise: Purchasing; Sales Promotions; Merchandising; Inventory Management; Store Operations
Career Highlights: B.B.A. in Marketing, University of Oklahoma; VP, Grady County United Fund; President, Chickasha Kiwanis Club; Honorary member and Past President, Junior Social Workers; Texas Book Company 2006 Store Manager of the Year; Texas Book Company Spirit Award Recipient
Michael J. Kelly
Vice President, Wholesale Division
Mike Kelly began his career in the higher education support industry in 1990 when he joined Nebraska Book Company to help build an internet company. After fifteen years at Nebraska Book in numerous roles ranging from President of the Campus Hub to Senior Vice President of the Textbooks Division and Complimentary Services, Mike took a short break from higher education support. After 18 months as Chief Operating Officer of a health care company in Nebraska, Mike moved to Texas and serves as Vice President, Wholesale Division with Texas Book Company.
Expertise: Financial Management; Change Management; Capital Expansion; University Administration Relations; Textbook Management; Acquisitions; Contract Negotiations; Corporate Policy and Procedures; Technology Design and Implementation
Career Highlights: B.S.B.A. with Highest distinction Bellevue University; Master Arts Business Management with highest distinction, Bellevue University; past external board of advisors for Genesys Labs in Phoenix Arizona; past external board of advisors Leadership Resources Lincoln Nebraska; Adjunct Professor for Masters Level Organizational Behavior, Bellevue University.