The University of Toledo

One of fourteen state universities in Ohio, The University of Toledo was established in 1872 and became a member of the state university system in 1967. The University of Toledo and the Medical University of Ohio merged July 2006 to form an institution with a breadth of undergraduate, graduate, and professional programs matched by fewer than thirty universities across the nation. The university currently enrolls 20,000 undergraduate, graduate, and professional students and has 6,600 employees. Its budget of over $730 million is the third largest among Ohio public universities. The University is accredited by The Higher Learning Commission of the North Central Association of Colleges and Schools.

General Summary

The Vice President for Strategic Enrollment Management is responsible for providing leadership for continuous, university-wide strategic enrollment planning that focuses on sustained, positive outcomes for recruiting, enrolling, retaining, and graduating a talented and diverse student body. The vice president is also responsible for the operational management of the Division of Enrollment Management, which includes the offices of undergraduate admission, adult, transfer, on-line and military admission, international admission, financial aid, enrollment operations, new student orientation, and Rocket Solution Central (a one-stop shop designed to assist students with online processes, including registration, waiving fees, transcripts, student account issues, etc.)   

The vice president leads strategic enrollment planning by working closely with the president, provost, vice presidents, deans, directors, faculty and staff to ensure well-informed, coordinated and successful enrollment strategies and tactics. To ensure enrollment success, the vice president leads a culture of data-informed strategic enrollment planning that utilizes findings from state-of-the-art and cutting-edge analytic tools, internal and external enrollment and student behavior research, and continuous strategy and tactic assessment to inform decision-making and resource allocation. The vice president participates in the academic process and provides strategy input related to student success.

The vice president reports to the President and works closely with the Provost regarding enrollment planning and assessment. 

Principal Duties and Responsibilities

Leadership of Strategic Enrollment Planning.

  • Provide leadership, along with other university leaders, for a continuous, comprehensive, multi-year strategic enrollment planning process involving strategies for University of Toledo programs and modes of delivery, pricing and discounting, recruitment, marketing and student retention and graduation.
  • Lead process that provides accurate and reliable short-range and long-range enrollment and enrollment-related fiscal projections.
  • Lead process of developing annual enrollment plans with strategies, tactics and goals that are consistent with the Strategic Enrollment Plan.
  • Along with the office of academic affairs and the college deans, participate in the development of strategies for the colleges’ marketing, recruitment, retention, scholarships, programs and courses.
  • Work closely with the dean of graduate studies to develop annual plans for marketing, recruitment, stipend/financial aid and admissions processing for new graduate student enrollment and plans to provide technology and data analytic support for plan implementation.
  • Work closely with the vice provost for student success to develop strategies to increase student success, retention and graduation rates.
  • Work closely with the associate vice president for marketing and communications to develop admissions marketing strategies and tactics in concert with the university marketing plan to compel a broader interest in the University of Toledo from all potential prospective student target markets.
  • Work closely with the vice president for student affairs to develop student affairs strategies and tactics for marketing, recruitment and student support/retention.
  • Oversee the planning and management of all undergraduate financial aid strategies including packaging, discounting (leveraging), monitoring and compliance.
  • Identify appropriate geo-markets and market segments that are congruent with the University of Toledo features and program offerings.
  • Gather and analyze the relevant data upon which all goals, strategies, and tactics in the enrollment action plan are based.
  • Prepare and manage annual budgets for all of the components of enrollment management.

Leadership of Implementation and Evaluation of Enrollment Strategies.

  • Effectively implement annual enrollment action plans and oversee the planning, management and evaluation of all admissions and recruitment efforts including campus visits, direct mail, publications, social media and web presence, recruitment travel, prospect communications and follow–up, and data systems management.
  • Along with the office of academic affairs and the college deans, monitor the colleges’ enrollments and the implementation of marketing, recruitment, retention, scholarship, program, and course strategies.
  • Represent the university publically as needed to aid in the shaping of the image and awareness of the University of Toledo.
  • Provide input and constructive feedback to Academic Affairs on the features, variety, and mix of current and potential academic programs as is relates to marketing and recruitment for on campus and online programs.
  • Advise the office of graduate enrollment management on activities related to new graduate student recruitment.
  • Develop and manage all activities related to new student recruitment including, but not limited to:
    • Development of recruitment publications
    • Overseeing web-based recruitment initiatives
    • Supervision of campus visitation and off campus recruitment programs


  • Set Division of Enrollment Management goals; provide clear expectations, responsibility, accountability, support, development and feedback for personnel.
  • Determine staffing needs and organize to meet those needs; develop and monitor procedures to hire, train, develop and evaluate employees of the division.
  • Monitor expenditures and allocate resources for the division.
  • Oversee the development of admission, financial aid and enrollment policies and procedures as well as operational and information systems to support enrollment efforts.
  • Oversee offices of Undergraduate Admission; Adult, Transfer, Online and Military Admission; International Admission; Financial Aid; Rocket Solution Central; Enrollment Operations; and New Student Orientation.
  • Facilitate the relationship of International Admission and International Student Services.

Enrollment Data, Research and Trend Review, Relevance, and Reporting.

  • Stay informed of enrollment best practices, in particular among institutions of similar size and nature, demographic trends, student behavior research and report relevant information to the appropriate university leaders.
  • Keep university leaders, including deans, Faculty Senate and Graduate Council, advised on enrollment, admissions, retention and financial aid trends, problems, or conditions affecting the university and individual enrollment units and make appropriate recommendations for correction or improvement.
  • Provide regular reports regarding the status of applications, admissions, new and total enrollments as well as enrollment projections and progress toward enrollment and discounting (net revenue) goals.

Qualifications, Skills, and Abilities

  • Ability to lead a culture that utilizes the latest analytic tools and high impact practices for enrollment projecting, tuition discounting, predictive modeling, demographic trends, internal and external student migration patterns and other contemporary enrollment planning tools.
  • Ability to work with large data sets, perform statistical analyses, and use data to inform decision making and planning.
  • Knowledge of and strong skills in the use of technological tools and systems used to support and deliver programs and services to prospective and current students including creating and using such tools as database, report generators, word processing, electronic mail, spreadsheets, and electronic presentations.
  • Strong interpersonal and communication skills to develop and maintain effective, collaborative professional relationships with institutional leaders, deans, directors, faculty and staff to ensure university-wide collaborative enrollment efforts.
  • Knowledge of the strategic use of technology and social media in student marketing, recruitment, and engagement.
  • Strong listening and organizational skills. Excellent oral and written communication skills are essential. Ability to think creatively and strategically.
  • Ability to effectively participate in the academic process and contribute to student success.
  • Strong knowledge of international student recruitment.
  • Willingness to travel.

Minimum Qualifications

  • Master's degree required; doctorate preferred.
  • Substantial experience directing one or more of the following: division of enrollment management, admissions office, financial aid office, enrollment analytics office, and student services office.
  • Knowledge of current trends and best practices in recruitment of traditional and other student populations (nontraditional, transfer, international, online).
  • Proven success collaborating with institutional leadership, deans, department directors and chairs and data analysts to develop, implement and evaluate strategic enrollment plans.
  • Proven success building enrollment through data-informed strategic enrollment planning involving marketing, recruitment, financial aid and scholarships, student retention and graduation, and a strategic plan for programs and program delivery modes to ensure optimal enrollments.
  • Demonstrated ability to be a creative self-starter who can own and articulate a clear vision and effectively build and guide a team to meet the determined goals.

Application Procedure

The Search Committee invites nominations, applications (a letter of interest, comprehensive curriculum vitae, and the names and contact information of five or more references) or expressions of interest to be submitted to the search firm assisting The University of Toledo.  Confidential review of materials will begin immediately and continue until the position is filled.  It is preferred, however, that all nominations and applications be submitted to the search firm prior to October 4, 2018.  For additional information, please contact:

Porsha L. Williams, Vice President
Rich McNeal, Associate
Parker Executive Search
Five Concourse Parkway, Suite 2900
Atlanta, GA 30328
Phone: 770-804-1996 x109 or x112 |

The University of Toledo does not discriminate on the basis of race, color, religion, sex, age, national origin, ancestry, sexual orientation, gender identity and expression, military or veteran status, the presence of a disability, genetic information, familial status, political affiliation, or participation in protected activities in its provision of employment and educational opportunities.

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