VP for Enrollment Management

Description

The Vice President for Enrollment Management serves as the University’s chief enrollment strategist, responsible for leading and optimizing the institution’s undergraduate enrollment growth, net tuition revenue, tuition discount strategy, and long-term market positioning. The VP provides strategic oversight of enrollment management and student financial services, integrating recruitment, financial aid leveraging, pricing strategy, data analytics, and forecasting to achieve sustainable revenue outcomes aligned with the University’s mission.

This position requires an exceptional ability to articulate FHU’s value proposition persuasively, to personally engage prospective students and families, and to model effective enrollment conversion practices. The VP cultivates a culture of performance, accountability, and relational excellence across the admissions team while leveraging data-driven decision-making to strengthen enrollment outcomes.

The Vice President directly supervises the Directors of Admissions and Student Financial Services, establishing clear performance expectations, financial stewardship, and strategic coordination to maximize enrollment effectiveness and net tuition revenue performance.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Other duties may be assigned.

• Serves as the University’s chief enrollment strategist, responsible for optimizing undergraduate enrollment growth, net tuition revenue, tuition discount strategy, and long-term market positioning.
• Leads the development, implementation, and continuous refinement of a comprehensive enrollment management strategy that integrates recruitment, financial aid leveraging, market research, pricing strategy, branding coordination, and yield optimization.
• Establishes annual and multi-year enrollment and net tuition revenue targets; collaborates with Financial Services to inform institutional budgeting and long-range financial planning.
• Oversees institutional financial aid strategy, including tuition discount rate management, aid leveraging analysis, and award optimization to maximize net revenue while maintaining mission alignment and access objectives.
• Directly supervises the Directors of Admissions and Student Financial Services, establishing clear performance expectations, accountability structures, and key performance indicators.
• Designs, implements, and continuously improves a comprehensive enrollment conversion process from inquiry through matriculation, utilizing CRM systems and data analytics to improve efficiency and effectiveness across the recruitment funnel.
• Personally engages in high-impact recruitment efforts, key market cultivation, and strategic relationship development, modeling persuasive communication and enrollment closing excellence for the admissions team.
• Monitors weekly and monthly enrollment performance against established benchmarks and provides structured, data-driven reports to the President and Cabinet.
• Collaborates with Cabinet leadership, academic deans, marketing, and finance to align enrollment strategy with institutional capacity, program demand, brand positioning, and long-term strategic objectives.
• Ensures compliance with all federal, state, and accrediting regulations related to admissions and Title IV financial aid; establishes internal controls and communication protocols to mitigate regulatory risk.
• Serves on committees to review need-based aid and academic appeals and reviews exceptional admissions and financial aid cases with significant financial, strategic, or precedent-setting implications.
• Develops and manages the Enrollment Management operating budget, evaluating return on investment for recruitment initiatives, and monitoring cost-per-acquisition metrics.
• Provides regular university-wide updates regarding enrollment outcomes, projections, and strategic initiatives to promote institutional alignment and transparency.
• Exhibits a commitment to continuous improvement by assessing enrollment data, market trends, and competitive positioning, and adjusting strategy accordingly.

SUPERVISORY RESPONSIBILITIES

Directly supervises the Director of Student Financial Services and the Director of Admissions. Carries out supervisory responsibilities in accordance with the University's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; establishing performance expectations; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints; and resolving operational and personnel issues.

Requirements

COMPETENCIES

To perform the job successfully, an individual should demonstrate the following competencies :

Problem Solving

Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem-solving situations; Uses reason even when dealing with emotional topics.

Project Management

Develops project plans; Coordinates projects; Communicates changes and progress; Completes projects on time and budget; Manages project team activities.

Customer Service

Manages difficult or emotional customer situations; Responds promptly to customer needs; Solicits customer feedback to improve service; Responds to requests for service and assistance; Meets commitments.

Interpersonal Skills

Focuses on solving conflict, not blaming; Maintains confidentiality; Listens to others without interrupting; Keeps emotions under control; Remains open to others' ideas and tries new things.

Oral Communication

Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings.

Written Communication

Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.

Teamwork

Balances team and individual responsibilities; Exhibits objectivity and openness to others' views; Gives and welcomes feedback; Contributes to building a positive team spirit; Puts success of the team above one's own interests; Able to build morale and group commitments to goals and objectives; Supports everyone's efforts to succeed.

Visionary Leadership

Displays passion and optimism; Inspires respect and trust; Mobilizes others to fulfill the vision; Provides vision and inspiration to peers and subordinates.

Sales Excellence and Enrollment Conversion

Demonstrates proven ability to persuade and influence enrollment decisions; Articulates institutional value compellingly; Overcomes objections and builds commitment; Closes enrollment agreements effectively; Understands the psychology of family decision-making; Creates urgency while maintaining authentic relationships; Achieves measurable conversion rate improvements.

Teaching and Coaching

Breaks down complex enrollment processes into teachable steps; Models desired behaviors and techniques; Provides actionable coaching to improve team performance; Inspires team members to embrace best practices; Creates learning environments that build confidence and skill; Transfers knowledge effectively across the organization.

Delegation

Delegates work assignments; Matches the responsibility to the person; Gives authority to work independently; Sets expectations and monitors delegated activities; Provides recognition for results.

Leadership

Exhibits confidence in self and others; Inspires and motivates others to perform well; Effectively influences actions and opinions of others; Accepts feedback from others; Gives appropriate recognition to others.

Managing People

Includes staff in planning, decision-making, facilitating, and process improvement; Takes responsibility for subordinates' activities; makes oneself available to staff; Provides regular performance feedback; Develops subordinates' skills and encourages growth; Solicits and applies customer feedback (internal and external); Fosters quality focus in others; Improves processes, products, and services. Continually works to improve supervisory skills.

Organizational Support

Follows policies and procedures; Completes administrative tasks correctly and on time; Supports organization's goals and values; Benefits organization through outside activities; Supports affirmative action and respects diversity.

Judgement

Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in the decision-making process; Makes timely decisions.

Motivation

Sets and achieves challenging goals; Demonstrates persistence and overcomes obstacles; Measures self against the standard of excellence; Takes calculated risks to accomplish goals.

Professionalism

Approaches others in a tactful manner; Reacts well under pressure; Treats others with respect and consideration regardless of their status or position; Accepts responsibility for own actions; Follows through on commitments.

Quality

Demonstrates accuracy and thoroughness; Looks for ways to improve and promote quality; Applies feedback to improve performance; Monitors own work to ensure quality.

Dependability

Follows instructions, responds to management direction; Takes responsibility for own actions; Keeps commitments; Commits to long hours of work when necessary to reach goals.; Completes tasks on time or notifies the appropriate person with an alternate plan.

Innovation

Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.

Social Skills

Being aware of others’ reactions and understanding why they react as they do, adjusting actions in relation to others’ actions. 

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

 Education and/or Experience  

Master's degree (M. A.) or equivalent; or five to ten years related experience and/or training; or equivalent combination of education and experience.