Vice President for Enrollment and Advancement

Reports To: President

FLSA Status: Exempt

Location: Bethel University, McKenzie, Tenn.

Position Overview

The Vice President of Enrollment & Advancement serves as a key member of the University’s leadership team, providing strategic direction and oversight for all enrollment management and marketing initiatives. The position also provides oversight for fundraising and engagement activities in partnership with the University President. The VPEA is responsible for developing and implementing comprehensive strategies to attract, recruit, enroll, and retain a diverse and talented student population while enhancing the University’s visibility, reputation, and brand. This individual will collaborate with internal and external stakeholders to align enrollment strategies with the University’s mission, vision, and long-term goals.

Key Responsibilities

Strategic Leadership

• Develop and execute a forward-thinking, data-informed enrollment management strategy to meet the University’s enrollment and revenue goals.

• Lead the development and implementation of a comprehensive marketing and branding strategy to enhance the University’s profile and support enrollment efforts.

• Collaborate with senior leadership to align enrollment initiatives with institutional priorities.

• Develop strategies to increase annual giving revenue and alumni participation in fundraising and engagement activities.

Enrollment Management

• Oversee all aspects of undergraduate and graduate admissions, including recruitment, application processing, and enrollment.

• Develop innovative strategies to improve student retention, persistence, and graduation rates in collaboration with academic and student affairs leaders.

• Monitor and analyze enrollment data and trends to assess performance and make evidence-based decisions.

Marketing and Communications

• Oversee the University’s marketing and communication efforts, including branding, advertising, social media, digital and traditional marketing, internal and external communications, and public relations to support enrollment and institutional advancement.

• Ensure consistent, compelling messaging that reflects the University’s mission and resonates with prospective students, external audiences, and key stakeholders.

• Supervise the creation and execution of marketing campaigns, promotional materials, and media strategies.

Development and External Engagement

• Work in concert with the President to create an engaging fundraising program including oversight of Development, Alumni & Family Engagement, and Advancement Services functions.

• Implement an annual giving strategy to increase unrestricted donations to the University’s annual fund and identify leadership annual giving prospects.

• Provide leadership to staff within these functions.

Team Leadership and Collaboration

• Provide leadership, mentorship, and professional development opportunities to the enrollment management, marketing and communications, and advancement teams.

• Foster collaboration across units, including academic affairs, athletics, financial aid, student life, and institutional research, to support advancement, enrollment, and marketing goals.

• Build relationships with external partners, including high schools, community colleges, media organizations, and corporate entities, to expand pipelines and partnerships.

Budget and Resource Management

• Develop and manage budgets for enrollment management, marketing and communications, and advancement activities, ensuring efficient allocation of resources.

• Identify opportunities for operational improvements and cost efficiencies.

The above statements describe the job’s essential responsibilities and requirements. They are not an exhaustive list of the duties that may be assigned to job incumbents.

Qualifications

Education and Experience

• A bachelor’s degree is required. Master’s degree preferred.

• A minimum of 8–10 years of progressive leadership experience in enrollment management, marketing, advancement, or a related field, preferably in higher education.

• Proven history of achieving enrollment goals and implementing innovative recruitment and retention strategies.

Knowledge, Skills, and Abilities

• Demonstrated expertise in enrollment management, financial aid strategies, and student retention best practices.

• Strong understanding of marketing and branding principles, including both digital and traditional marketing as well as social media trends.

• Exceptional analytical skills with the ability to use data for decision-making and strategy development.

• Excellent leadership, interpersonal, and communication skills with a collaborative, results-driven approach.

• Ability to thrive in a fast-paced, dynamic environment with competing priorities.

Work Environment

This position requires occasional travel, evening, and weekend commitments to attend events, represent the University, and oversee enrollment activities.