Vice President for Strategic Enrollment Management

Penn West is a regionally focused integrated institution of more than 10,000 students. This position will lead all student recruitment efforts to Penn Wests three physical campuses in Edinboro, Clarion, and California and from around the globe to Penn Wests Global Online Campus. It is anticipated that the person filling this position will reside in and travel extensively throughout Western Pennsylvania. The person filling this position will need to have the attributes of a seasoned executive servant-leader and be a strong advocate of higher education. Anyone interested in filling this position should bring a significant sense of optimism and positive energy. Reporting directly to the President, the Vice President for Strategic Enrollment Management (VPSEM), acts as a central node in the universitys neural network, playing a crucial role in developing and implementing a comprehensive enrollment strategy that aligns with the institutions mission, vision, and goals. The VPSE Mis responsible for leading the universitys efforts to recruit and enroll a diverse and talented student body, ensuring the institutions long-term sustainability and success.

The VPSE Mdirectly oversees the offices of Enrollment Marketing, Financial Aid, Graduate Admissions, and Undergraduate Admissions, functioning as the hub through which information, strategy, and innovation flow. The vice president also provides strategic enrollment vision to key university partners that impact the universitys ability to meet enrollment goals. This includes ongoing collaboration with leadership from all areas of the institution. Whether focusing on undergraduate, graduate, or professional programs, both online and on-campus, the VPSEMs leadership ensures that the entire university network is synchronized in its efforts to achieve enrollment and financial stability.

https://www.pennwest.edu/_resources/docs/admissions/sem-prospectus.pdf

Key Responsibilities:

Strategic Leadership and Planning

• Develop and execute a comprehensive strategic enrollment management plan aligned with institutional goals and System-wide priorities.
• Lead integrated efforts across marketing, recruitment, admissions, financial aid, orientation, and student onboarding services.
• Partner with senior leadership, including the Provost, Vice Presidents, and other division leaders to set and meet enrollment and revenue targets.
• Lead long-range planning related to divisional structure, staffing, and organizational effectiveness.
• Collaborate with institutional research to create data-informed enrollment projections and models.
• Ensure alignment of admissions and financial aid strategies to support both access and institutional sustainability.

Operational Oversight

• Provide leadership and direction for all departments within the Division of Strategic Enrollment Management.
• Oversee the recruitment and professional development of division staff, fostering a collaborative, student-focused culture.
• Conduct performance evaluations for division managers and staff; support continuous improvement and accountability.
• Support operational strategies that simplify processes, optimize resource use, and elevate service quality.
• Ensure compliance with all applicable state, federal, and System regulations.

Marketing and Communications

• Direct university marketing strategies related to enrollment, including digital, broadcast, print, and out-of-state campaigns.
• Coordinate marketing efforts with deans, department chairs, and student support units to ensure message alignment and strategic impact.
• Monitor return on investment (ROI) for all marketing efforts and adjust strategies based on performance analytics.

Data and Technology Utilization

• Leverage data analytics and predictive modeling (e.g., Ruffalo Noel-Levitz or similar platforms) to inform strategy, manage the enrollment funnel, and improve conversion and yield rates.
• Lead the use and continued development of artificial intelligence tools and CR Msystems to improve decision-making and reporting.
• Promote assessment and evidence-based practices across the division, integrating data into all aspects of planning and operations.

Financial Aid and Budget Management

• Provide oversight of all financial aid and scholarship programs, including federal, state, and institutional aid.
• Develop strategic aid packaging and scholarship strategies that support enrollment goals and access.
• Utilize financial aid optimization models to maximize effectiveness and manage institutional investment.
• Manage the divisions operating and personnel budget; prepare and oversee RFPs and contracts related to enrollment services.

Collaboration and Engagement

• Collaborate with academic affairs and student success teams to ensure a smooth transition from admission to enrollment and academic engagement.
• Foster cross-divisional collaboration to support the full student lifecycle.
• Represent the university with external partners, agencies, and constituents to promote programs and services.
• Travel regularly between Penn West campuses and participate in evening and weekend events as needed.
• Serve on the Presidents Cabinet and contribute to institutional strategy and decision-making.
• Serve on various institutional committees and task forces.
• Ensure compliance with relevant accreditation, legal, and policy standards.

Required Skills, Knowledge & Abilities:

• Demonstrated ability to model and cultivate a culture where every interaction reflects the values of The Penn West Way: ensuring that every person leaves every conversation feeling heard, respected, engaged, and eager to connect again. This approach is essential to building trust, fostering collaboration, and advancing Penn Wests progress through a culture of inclusion, acknowledgment, and shared purpose.
• Knowledge of brand management and reputation building; ability to leverage Penn Wests designation and student success programs to develop comprehensive enrollment marketing campaigns that drive measurable enrollment growth.
• Ability to conduct comprehensive market analysis and population assessments to inform strategic enrollment planning and achieve sustainable student body composition across diverse demographics, including traditional students, adult learners, international populations, working professionals, and specialized pipeline programs.
• Knowledge of and understanding of youth culture, trends, and generational marketing approaches; ability to adapt enrollment strategies based on emerging trends and optimize student journey touchpoints from awareness to enrollment.
• Demonstrated familiarity with current and emerging technologies relevant to enrollment management, such as CR Msystems, predictive analytics, digital marketing platforms, and generational-oriented communication channels; ability to evaluate and implement new technologies to enhance recruitment effectiveness.
• Understanding of sensitivity and commitment to educational equity within the context of enrollment management, ensuring inclusivity and diversity in student recruitment and retention efforts.
• Ability to think clearly and execute sound decision-making under tight deadlines or high-stress situations.
• Demonstrated ability to build and direct complex financial, human resources, and management information systems relevant to enrollment management.
• Possess expertise in political acumen; knowledge of and ability to understand governance structures, particularly as they relate to enrollment management decision-making processes and stakeholder engagement.
• Excellent interpersonal and communication skills, both written and oral; ability to foster collaboration and engagement between internal/external constituencies.

Minimum Qualifications:

• Masters degree in a related field from an accredited university or demonstrated equivalent work experience.
• Five (5) years of leadership experience in enrollment management, chief marketing, or a closely related field.
• Experience developing and executing comprehensive brand strategies and positioning that drove increased lead generation, improved audience conversion, or enhanced market share in competitive environments.
• Experience with fiscal and personnel management in complex organizational environments.
• Experience in Financial Aid for higher education.

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