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Vice President, Strategic Enrollment Management and Marketing (Administrator IV)

California State University, San Bernardino
California, United States
Salary Not specified
Date posted
Mar 26, 2024

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Position Type
Executive, Other Executive
Employment Level
Employment Type
Full Time

Vice President, Strategic Enrollment Management and Marketing (Administrator IV)
California State University, San Bernardino

Job No: 537711
Work type: Management (MPP)
Categories: Executive, Administrative, At-Will, Full Time

California State University, San Bernardino

Vice President, Strategic Enrollment Management and Marketing

Required Application Materials:
All applicants must submit the following application materials:
  • Letter of interest or cover letter,
  • Current resume or curriculum vitae,
  • Three (3) references who can provide assessments of your professional experience, accomplishments and prospects for success in this position,
  • Diversity Statement - This may include your interpretation of diversity, inclusion, gender equity and must include specific examples of how your educational and/or professional experiences, background/philosophy has prepared you for this role at California State University, San Bernardino (maximum 250 words).
  • Please submit materials by April 30th to Dr. Pelema Ellis, Associate Partner, Buffkin/Baker (

  • About the University:
    CSUSB is a preeminent center of intellectual and cultural activity in Inland Southern California. Set at the foothills of the beautiful San Bernardino Mountains, the university serves more than 20,000 students each year and graduates about 4,000 students annually. CSUSB reflects the dynamic diversity of the region and has the most diverse student population of any university in the Inland Empire. Seventy-nine percent of students are the first in their families to attend college. For more information on the campus, please visit the CSUSB website.

    Position Overview:
    Reporting to and under the direction of the President, the Vice President for Strategic Enrollment Management (Vice President) is responsible for the overall operation of the Office of Strategic Enrollment, including supervision of the Offices of Admissions, Student Outreach, Financial Aid, Registrar, and Strategic Communications. Reporting to the President, the Vice President is a key member of the Cabinet.

    Through extensive collaboration with administrators, faculty, the community at large, and staff across the university, the Vice President manages and evaluates programs, personnel, and budget within the division's departments. The incumbent is responsible for developing and implementing enrollment strategies, increasing undergraduate retention and graduation, enhancing marketing and communication strategies, and leveraging technology to increase lead generation, deposits, and yield. The Vice President uses a data-driven approach to identify, develop, and implement strategies that result in quantifiable and measurable outcomes and an in-depth knowledge of higher education enrollment management best practices that include, but are not limited to, admissions processing, marketing and recruitment, yield strategies, student-record keeping, educational policy development, transfer credit processes, and innovation. This position has responsibility for ensuring staff in the units are appropriately trained and supported to work through process changes needed for achieving enrollment targets.

    The Vice President establishes working partnerships with campus and external constituencies to ensure the university meets its enrollment targets and goals and provides inclusive, equity-focused leadership in yielding a diverse student population that is consistent with CSUSB's Strategic Plan, diversity, equity, and inclusion goals, status as a Hispanic Serving Institution (HSI), and to eliminate equity gaps in accordance with the CSU's Graduation Initiative 2025. This work requires significant planning for, and management of, the undergraduate recruitment and admission funnel to ensure enrollment is within institutionally developed and sometimes changing targets. This position also has responsibility for working with faculty to manage and develop strategic initiatives for the recruitment of graduate students and post-baccalaureate credential students.

    Major Duties: Major duties of the position include, but are not limited to, the following:
    1. Develops and leads the implementation of effective admission, record keeping, and registration policies, procedures, and practices in support of institutional enrollment management:
    • Maintains a deep knowledge of federal, state, and CSU laws and regulations that impact campus enrollment and registration policies and practices and makes appropriate recommendations.
    • Facilitates enrollment, retention, and graduation initiatives using data analysis, enrollment forecasting, and industry best practices and ensures effective campus enrollment, diversity of applicants, fostering of out-of-state and international matriculates, and other critical priorities in compliance with CSU, state, and federal regulations related to aid funding and enrollment.
    • Leads the market positioning and branding of the university through effective management of Strategic Communications.
    • Develops and manages relationships with external partners including feeder high schools and community colleges to increase the applicant pipeline and community partners to leverage community efforts to improve college readiness of incoming students.
    • Develops and maintains a system of data reporting and analysis in support of admissions and registration efforts, working with Academic Affairs, Institutional Research, Admissions, Outreach, Strategic Communications, and other campus partners.
    • Leads and participates in interdivisional teams that help foster the development, implementation, and revision of campus strategic enrollment efforts.
    • Provides enrollment information and reports to the President's Cabinet, campus constituencies, and external stakeholders as appropriate.
    • Upholds campus commitment to inclusive excellence and builds operations that promote a sense of community for a diverse group of students, faculty, and staff; establishes and maintains collaborative and effective working relationships with a diverse group of leaders across the university, community members, and peers at other universities.
    • Oversees efforts to coordinate and collaborate with units across campus to ensure all aspects of the enrollment funnel are working effectively to meet enrollment targets; integration of operations between outreach/recruitment and admissions is crucial.
    • Develops and oversees the communication plan, event planning, and marketing materials for all stages of the enrollment funnel, from inquiry to enrollment.
    • Reviews admission policy for appropriateness to university goals, recruitment, and efficient application processing and recommends policy changes to appropriate decision-making groups.
    • Collaborates with university partners to review academic and educational policy for appropriateness to university goals, persistence of all student populations, elimination of equity gaps, and timely graduation.
    • Engages stakeholders from Academic Affairs and academic units to identify program enrollment targets, manage impaction, and maximize capacity to recruit qualified applicants.
    • Oversees the accurate and timely response to Chancellor's Office reporting requests.
    • Manages budget for the Strategic Enrollment Management division providing projections and reports as needed.
    • Provides leadership within the division, including professional development and mentorship.
    • Represents the division on appropriate university and system-wide committees and with affiliated organizations.
    • Maintains an active role with appropriate professional organizations.
    • Collaborates with Student Affairs leadership and functional units where appropriate to support student recruitment, retention, and graduation.
  • Oversees student recruitment programs through the following responsibilities:
    • Oversees the work of recruitment administrators and staff to ensure effective outreach to prospective students and their families and effective management of recruitment, yield, and conversion.
    • Under the direction of the President and in collaboration with other campus administrators and department managers, proposes and revises university enrollment goals and projections in accord with the strategic enrollment goals.
    • Maintains and implements current trends and best practices in undergraduate recruitment and facilitates the work of the recruitment staff using a positive and supportive approach to staff development.
    • Works with campus and external constituencies, including Academic Affairs and the academic schools, the Division of Student Affairs, and other campus partners to create a diverse student body through targeted strategies for admission and recruitment of low income and underrepresented populations, as well as international students.
    • Develops and maintains effective relationships with high schools and community colleges that facilitate student transitions and ensure pipelines from those educational segments to CSUSB, including newly created MOUs related to admission.
    • Develops marketing strategies in consultation with appropriate campus constituents using all appropriate media and strategies within a limited budget.
  • Oversees the processing and evaluation of admission applications at all levels through the following responsibilities:
    • Oversees the work of the admissions staff to ensure timely processing of admission applications.
    • Maintains active and supportive staff development in admission processing that emphasizes customer service and continuous improvement.
    • Facilitates the process of applications and admission for specific student groups, including first-time freshmen, transfer students, student athletes, graduate students, post-baccalaureate credential students, and international students, working with appropriate campus departments, e.g., academic schools and departments, programs for low-income, underrepresented, and international populations, Intercollegiate Athletics, and others as necessary.
    • Provides leadership for the improvement of processes related to document imaging, electronic admissions, and easy transfer of transcripts and other materials between systems and K-12 partners, working collaboratively with the personnel in Admissions, Outreach, Financial Aid, Scholarships, and the Chancellor's Office.
  • Provides strategic planning and direction for the division:
    • Oversees the vision and implementation of registration and enrollment-related functions.
    • Manages work of professionals and staff in Admissions, Outreach, Registrar, and Financial Aid including outreach strategy implementation, enrollment support services, registration, timely and accurate financial aid packaging, student academic records, degree audit and clearance, articulation of transfer credits, graduation and certification of degrees, enrollment and degree verification, and production of official transcripts and diplomas.
    • Manages the work of professionals in Strategic Communications to leverage CSUSB strengths in marketing to improve market position.
    • Facilitates work of the division to ensure timely and equitable graduation rates for all student populations, with particular attention to low-income, underrepresented, and first-generation students.
    • Ensures a high standard of customer service in the division and works to facilitate the lowering of administrative barriers and fostering timely completion of graduation requirements, including overseeing the development and maintenance of electronic forms.
    • Leads collaboratively with administrators and faculty in Academic Affairs and Student Affairs around student-related processes and policies, academic standards, and management of student issues.

    Secondary Duties: Performs other secondary duties as assigned.

    Minimum Qualifications:

    This position requires an earned doctorate degree and a minimum of ten years of progressively responsible administrative experience related to position responsibilities including at least three years of related management experience, or a combination of education and experience to provide the knowledge, skills, and abilities to perform the duties of this position. Advanced proficiency with computers and Microsoft Office Suite required.

    The incumbent must demonstrate thorough knowledge of personnel and fiscal management and practices; federal state, and CSU Admissions and Records laws, regulations, and policies; public relations skills for both on-campus and external contacts; excellent written and oral communication skills; knowledge of group dynamics and discussion techniques. Substantial proficiency with all aspects of recruitment and admissions functions on a university campus, and ability to fully integrate computer and web-based applications. Experience in planning, developing, and utilizing information and web-based applications for recruitment, admissions, and enrollment management. Experience in preparing analytical and technical reports. Knowledge of sound personnel practices and procedures and ability to supervise the work of staff and recommend appropriate personnel actions; be able to apply strong problem-solving and conflict resolution skills and train and evaluate performance, taking corrective action as needed; deal with stressful situations while maintaining composure; and contribute to a collaborative environment utilizing exemplary communication and problem-solving skills as necessary. Experience supporting staff through operational change. Must have strong organizational skills and the ability to manage multiple projects and competing priorities simultaneously, adjusting quickly to changes needed on a daily basis. Must have the ability to deliver student-oriented services at an HSI that values diversity and inclusive excellence and demonstrate effective approaches to working with individuals from diverse ethnic, cultural, and socio-economic backgrounds. Proven ability to manage a service-oriented office environment and create cooperative working relationships both internally and externally, effectively communicate with all levels within the university and establish and maintain productive, effective, inclusive working relationships amongst diverse populations including staff, faculty, administration, students, and other internal and external constituents. Must be able to accept constructive feedback and work cooperatively in group situations.

    The duties of this position may include participation in decisions that may have a material financial benefit to the incumbent. Therefore, the selected candidate may be required to file Conflict of Interest Form 700: Statement of Economic Interest on an annual basis, complete ethics training within 6 months of appointment, and attend this training every other year thereafter.

    Preferred Qualifications:

    Demonstrated ability to mediate sensitive and political situations.


    A background check (including a criminal records check) must be completed satisfactorily before any candidate can be offered a position with the CSU. Failure to satisfactorily complete the background check may affect the application status of applicants or continued employment of current CSU employees who apply for the position.

    The person holding this position is considered a ‘mandated reporter' under the California Child Abuse and Neglect Reporting Act and is required to comply with the requirements set forth in CSU Executive Order 1083 as a condition of employment.

    California State University, San Bernardino is an Affirmative Action/Equal Opportunity Employer. We consider qualified applicants for employment without regard to race, religion, color, national origin, ancestry, age, sex, gender, gender identity, gender expression, sexual orientation, genetic information, medical condition, disability, marital status, or protected veteran status.

    This position may be "Designated" under California State University's Conflict of Interest Code. This would require the filing of a Statement of Economic Interest on an annual basis and the completion of training within 6 months of assuming office and every 2 years thereafter. Visit the Human Resources Conflict of Interest webpage link for additional information:

    This position adheres to CSU policies against Sex Discrimination, Sexual Harassment, and Sexual Violence, including Domestic Violence, Dating Violence, and Stalking. This requires completion of Sexual Violence Prevention Training within 6 months of assuming employment and on a two-year basis thereafter. (Executive Order 1096)

    To view full description and to apply, visit:


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