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Augustana College, Rock Island, IL

Executive Vice President of Augustana College and Vice President of Enrollment, Communication and Planning November 2012 to current 

Serving in an executive capacity on the President’s Cabinet and performing a variety of duties in the areas of recruitment, financial aid, communication & marketing, strategic planning, campus master planning, risk assessment and and general operations. Also, serving as chief enrollment (admissions, financial assistance, retention, etc.), communication strategist (media relations, public relations, brand advancement, publications, web communications, etc.) and planning officer (strategic and institutional planning) for a national college of the liberal arts and sciences with an enrollment of about 2,500. Leading a division of more than 40 professionals. Direct reports include AVP of enrollment/director of financial assistance, dean of admissions, AVP for communication and marketing and general manager of WVIK, Augustana Public Radio

  • Convenes the President’s Cabinet in the President’s absence
  • Carries out other duties and functions as assigned by the President
  • Serve as the Chief Strategic Planning officer and strategist, with responsibility to work with the President in Developing the Augustana 2020 strategic plan and with the responsibility to maintain and entrepreneurial outlook for new possibilities at Augustana
  • Serve as the Chief Campus Planning officer and strategist, with the responsibility of working with the Campus Planning Committee in putting the campus master plan in place
  • Serve as a secondary liaison with the Board of Trustees, with primary responsibility for working with the president to plan and execute board meetings.  Serve as liaison to other advisory boards as designated
  • Assist in coordinating the day-to-day affairs of the president’s office, in the president’s absence and as otherwise needed
  • Serve in the role of President, during an extended absence of the president

Vice President of Augustana College and Vice President of Enrollment, Communication and Planning  March 2010 to November 2012

Served as chief enrollment (admissions, financial assistance, retention, etc.), communication strategist (media relations, public relations, brand advancement, publications, web communications, etc.) and planning officer (strategic and institutional planning) for a national college of the liberal arts and sciences with an enrollment of about 2,500. Leading a division of more than 40 professionals. Direct reports include AVP of enrollment/director of financial assistance, dean of admissions, AVP for communication and marketing and general manager of WVIK, Augustana Public Radio.

  • Promoted in March 2010 to VP of Enrollment, Communication and Planning; approved by Board of Trustees as VP of the College in May of 2010
  • Led an institution-wide strategic planning process as Planning Committee Chair
  • Designed a strategic planning process focused on enterprise risk management involving a broad range of stakeholders
  • Led a campus-wide task force developing a five-year capital plan for plant improvement and reinvestment
  • Led a task force exploring the feasibility of developing a model of campus life that properly reflects the values of a residential liberal arts college by combining dining, the library and student activities into a centralized “center for student life”
  • Staffing following committees of the Board of Trustees: Executive, Enrollment and Student Engagement and Campus Planning
  • Leading  search for Chief Financial Officer for Augustana College

Vice President of Enrollment and Communication   July 2008 to March 2010

Serving as chief enrollment (admissions, financial assistance, retention, etc.) and communication officer and strategist (media relations, public relations, brand advancement, publications, web communications, etc.) for a national college of the liberal arts and sciences with an enrollment of about 2,500. Direct reports include AVP of enrollment/director of financial assistance and directors of admissions and recruitment, recruitment technologies and operations, communication and marketing, and web services.

  • Promoted by president in July of 2008 to serve as chief communication officer and strategist (web, print, verbal, brand, market-research analyst, etc.) in a reorganized Communication and Marketing unit

Vice President of Enrollment  July 2005 to July 2008

Successfully led the Offices of Admission, Financial Assistance, Communication and Marketing, and Web Services

  • Motivated, managed, organized and led a professional staff of approximately 40
  • Analyzed, synthesized and organized market and proprietary research about institutional position, enrollment and recruitment
  • Successfully administered operating budgets in excess of $2.5 million and an institutional financial assistance budget of more than $34 million
  • Executed a complex direct mail and integrated multi-year recruitment plan for more than 50,000 active inquiries
  • Developed and implemented a multi-year, integrated recruitment plan to address the acceleration of the college admissions process
  • Coordinated the review of more than 4,600 applications and the processing of more than 2,000 financial aid awards for first-year students
  • Served on the President’s Cabinet
  • Served as liaison to the Augustana College Board of Trustees and Committee of Student Engagement

Significant Achievements:

  • Developed and implemented a positioning platform for president and other senior leaders to gain national visibility
  • Successfully led a task force that presented an innovative plan to combine dining, the library and student activities into one central location on campus
  • Gained national visibility as a thought leader within admissions, enrollment and higher education
  • Introduced five new majors and two new varsity athletic programs
  • Successfully developed and mentored leaders in the areas of admissions, financial assistance, communication and marketing
  • Assisted in development of crisis communication plans
  • Developed the framework for an outcome-focused assessment of institutional effectives and mission fulfillment
  • Introduced a successful recruitment event and accompanying promotion of the college success in producing Academic All-Americans
  • Led several in-depth research and assessment projects to examine the effectiveness of programs and services
  • Maximized the use of technology to streamline reporting, data-gathering and assessment and transitioned to a culture of data-based decision making
  • Successfully integrated Communication and Marketing and Web Services into a marketing-oriented Strategic Enrollment Management (SEM) model
  • Coordinated complete website design and created department of Web Services
  • Introduced social media strategies to complement on-going communication efforts (YouTube, Facebook, Twitter, Google Ads, etc.)
  • Developed brand messaging and communication resources for those most directly involved in active recruitment and brand advancement (i.e. faculty and coaches)
  • Oversaw redesign of admissions publications
  • Coordinated successful transition of the Annual President’s Report from print to an online, interactive format
  • Successfully implemented strategies to increase applicant pool, resulting in the largest applicant pool in history for fall of 2011 (4,600). Responsible for an increase of 46% in the applicant pool since the Fall of 2005
  • Oversaw a strategic decrease in the percentage of accepted applicants (selectivity) by more than 10% from 84% in 2005 to 61% in 2011
  • Responsible for most successful enrollment in the college’s history the three  largest entering first-year classes in the college’s history, including the largest and most diverse class in the college’s history in 2011
  • Developed a plan to systematically “re-qualify” inquiries to better focus recruitment efforts and manage limited fiscal resources
  • Implemented a multicultural recruitment plan that improved first-year multicultural enrollment from 8% in 2006 to more than 18% in 2011
  • Developed scholarship and financial aid strategy to improve yield of increase net revenue by more than $1,100 from 2010 to 2011
  • Expanded the number of states represented in the first-year class from 12 in 2005 to 19 in 201
  • Introduced a test-optional admission policy
  • Achieved membership in the Common Application
  • Introduced the admissions interview
  • Introduced “Open Book”, an online resource for prospects and parents showcasing institutional assessment and demonstrating needed transparency
  • Introduced series of public service posters based on contemporary topics (i.e. sustainability, public health, etc.) to raise visibility in targeted high schools

Elizabethtown College, Elizabethtown, PA

Dean of Admissions and Enrollment Management                           July 2002 to July 2005

Served as chief admissions, financial aid, enrollment, (admissions, financial aid, retention, and orientation programs) marketing and media relations officer and strategist for a regional comprehensive college with an enrollment of about 1,800 students. Direct reports included director of financial aid and director marketing and media relations.

Significant Achievements:

  • Developed and completed an implementation of a plan to increase total enrollment by 12.5% from 1,500 to more than 1,855 in a five-year period
  • Successfully implemented strategies to significantly increase applicant pool (27% for fall of 2001). At the time, achieved largest applicant pool (2,904) in 2004
  • Oversaw a strategic decrease in the percentage of accepted applicants (selectivity) by more than 10% in the course of five years. Improved selectivity from 78% to 64%
  • Innovated yield efforts and improved overall yield from less than 25% to more than 30% for Fall 2004
  • Responsible for most successful first-year enrollment in 10 years and four of the top five largest entering classes
  • Achieved a 5% increase in first-year student retention over the course of the three years served as dean
  • Directed and executed a successful recruitment plan to enroll the first cohort to newly introduced college honors program
  • Assumed responsibility for the coordination of new student orientation programs
  • Implemented an office plan emphasizing co-coordination of major projects to stabilize and strengthen long-term efforts
  • Created and served as chair of on-campus Enrollment Management Group (EMG)

Director of Admissions and Assistant Dean of Enrollment Management

July 1997 to July 2002

Associate Director of Admissions

July 1995 to July 1997

Assistant Director of Admissions

July 1994 to July 1995

Admissions Counselor

July 1992 to July 1994

Campus Activities at Augustana College

Chief Financial Officer Search Committee–Co-Chair (2011-12), Strategic Planning Committee—Chair (2010-11), Capital Planning Task Force—Chair (2010-11), Center for Student Life Task Force—Chair (2010-11), Additional 11th Women’s Athletic Program Task Force (2009), Website Evaluation Task Force-Chair (2007 to 2009), Retention Action Committee (2005 to present), Budget Committee (2005 to present), International Studies Committee (2005 to present), Athletic Committee (2005 to present), Enrollment Management Committee (2005 to present), Educational Policies Committee (2005 to present), Scholarship Committee (2005 to present), Diversity Initiatives Committee (2005 to present), Student Center Task Force-Chair (2006 to 2007), Honors Committee (2005 to 2007)

Campus Activities at Elizabethtown College

Strategic Planning Committee (2003-2005), Web Oversight Committee-Chair (2003 to 2005), Faculty/Staff Campaign Committee (2003-2004), Resources and Planning Committee (1999-2002), Campus Information System Implementation Team (2001), Ad-Hoc Honors Program Development Committee (1999), Middle States Institutional Self Study Steering Team (1998-1999), Marketing Roundtable Committee (1997 to 2005),

National Association for College Admission Counseling (NACAC)

Delegate to National Association (2001-2005), Annual Conference (1996 to present)

Illinois Association for College Admissions Counseling (IACAC)

Presenter at Western Regional Conference and Annual IACAC Conference

ELCA Enrollment Managers Conference

Conference Planning Team (2007 to 2009); Innovative Strategic Enrollment Management (SEM) to Achieve College Planning Goals, presenter (January 2010) Leading a Millennial Admissions Staff: A Model for Success, presenter (January 2009); Successful performance appraisals for admissions staff, presenter (January 2008); Successfully managing turnover in an admissions office, presenter (January 2007); Executive Committee (2007 to 2009); Annual conference (2006 to present).

Pennsylvania Association for College Admission Counseling (PACAC)

Conference Planning Committee (1993-1996); Workshop for New Admissions Counselors (Summer 1992); Annual Conference (1993 to 2005); PACAC Minority Concerns Conference (Winter 1995); Government Relations Committee of PACAC-Chair (Summer 2003 to 2005); Government Relations Committee of PACAC-Chair, sub-committee for PA Politics, PACAC Executive Board (Fall 2001 to 2005); NACAC Delegate for PACAC (Fall 2001 to 2005); keynote speaker at PACAC Young Professionals Conference, (August 2000, 2002-2004)

Other professional development

The Case for Change in College Admissions, USC Center for Enrollment Research, Policy and Practice (2011)Summer Institute on Admissions, Harvard University (2001); Management Experience in College Admission-Assuming a Leadership Position, Indianapolis, IN (1998); Summer Institute on College Entrance, Academic Placement, and Student Financial Assistance, University of North Carolina at Chapel Hill, (1995);The 13th Fitzwilliam Experience-Conference of College Admissions Counselors, Fitzwilliam, NH (1994), Summer Workshop on College Admissions, Fairfield University, Fairfield, CT (1992)

Public Speaking and Presentations

Strategic planning and risk: A model for the challenges we face. The Higher Learning Commission (2012), Up, up and away: Unbridled growth in freshman applicant pools, Midwest Regional College Board Meeting (2012); Managing a High Preforming Admissions Team,Academic Impressions Workshop (2011); The College Admissions Essay, Midwest Writing Center (Instructor) (2010); Recruiting and Retaining Male Students: Option for Programs and Support, Academic Impressions Workshop (keynote presenter) (2010); Data-drive Retention Strategies: Connecting Enrollment, Mission and Support Services, Academic Impressions Conference (Faculty) (2010, 2011, 2012); Communicating Institutional Affordability, Academic Impressions webinar (2010); 50 Things Every Department Chair Should Know (enrollment portion), Academic Impressions webinar (2010); Marketing and Communicating Institutional Affordability in 2009, Academic Impressions webinar (2009); Innovative Strategic Enrollment Management (SEM) to Achieve College Planning Goals, Higher Ed Hero webinar (2009); Selecting, Building, Developing and Retaining a Professional Admissions Staff in the Age of the Millennial Worker, NACAC (2009); Writing a Dynamite College Essay, (2008) Recruiting Homeschooled Students, IACAC (2007); Transparency in Communicating Assessment Data, Higher Learning Commission (2007); Preparing for your future in a changing economy: A game plan for freshmen at a Freshman Academy, Gering Junior High School, Gering, NE and Davenport North High School, Davenport, IA (2007); The Future of College Admissions, presented session at regional workshop (Spring 2007); The Value of Letters of Recommendation, East Leyden HS (2007) Loyola Academy (2008).

  • 2007 Young Alumni Achievement for Professional Development, Gettysburg College
  • 2005 Loyal and Dedicated Service to Pennsylvania Association for College Admissions Counseling
  • 1992 Pennsylvania Association for College Admissions Counseling “Promising Young Professionals Award”

Regis University, Denver, CO (2006)

  • M.S. in Management

Gettysburg College, Gettysburg, PA (1992)

  • B.A. in Political Science (minors in Spanish and history)

 

Harvard University, Graduate School of Education, Cambridge, MA

  • Institute of Educational Management (IEM) (2003)

Regis University, Denver, CO

  • Organizational Leadership Certificate (2006)

Center for Cross-Cultural Study, Seville, Spain (1990)

 

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