Strategic Leadership & Enrollment Growth:
Lead and execute university-wide enrollment operations for undergraduate, transfer, adult, online, and non-traditional student populations.
Develop and implement a comprehensive, data-driven enrollment management plan aligned with institutional goals and mission.
Develop an annual recruitment plan with goals for enrollment results, territory management, event attendance, tours and college fairs as well as high school and community college visits.
Build and manage recruitment pipelines, including prospect development, inquiry management, application processing, conversion, and yield strategies.
Partner with academic leadership, faculty, marketing, and student success units to ensure alignment across the student lifecycle.
Assess and implement technology and media solutions to meet students where they are in 2026 and beyond.
Financial Aid, Scholarships & Revenue Optimization:
Direct financial aid strategy, including tuition discounting, leveraging, and optimization to balance access, affordability, and institutional sustainability.
Use enrollment modeling, elasticity analysis, and ROI assessment to guide aid packaging and scholarship deployment.
Ensure compliance with federal and state regulations governing financial aid.
Collaborate closely with the VP for Business Affairs on aid optimization and net revenue strategy.
Data, Analytics & Performance Management:
Use dashboards, KPIs, cohort analysis, and funnel metrics to evaluate recruitment, financial aid, and student service performance.
Initiate corrective action, reallocate resources, and adjust tactics to meet enrollment and retention goals.
Produce actionable, real-time reporting to inform institutional decision-making.
Present enrollment, retention, and financial aid analyses to senior leadership and campus stakeholders.
Marketing and Communications:
Establish integration of Marketing and Communications strategies with the admissions funnel. Oversee the creation of Communications Plans for targeted audiences at different phases of the college search process from inquiry to enroll.
Strengthen recruitment messaging, brand visibility, and market positioning for potential students and their supporters as well as high school and community college counselors.
Establish ongoing social media and digital strategies based on current search behavior of prospective students.
Manage and optimize web content as the digital front door for audiences focused on college search including academic programs, co-curriculars, housing and student life.
Manage analytics and create dashboards for reporting results and creating future campaigns and initiatives.
Operational Excellence & Cross-Functional Collaboration:
Supervise and develop directors and staff across enrollment-related units (e.g., Admissions, Financial Aid, Scholarships, International, Marketing/Communications, and others as appropriate).
Ensure consistent, coordinated communication across enrollment and student success units.
Build and maintain relationships with regional schools, community organizations, and external partners to support recruitment pipelines.
Institutional Representation & Special Initiatives:
Represent the division and the university to internal and external stakeholders.
Lead special projects and initiatives that advance institutional enrollment goals.
Participate in recruitment events, community engagement activities, and regional partnerships.