Vice President, Strategic Enrollment Management And Marketing

About the University

To view the full profile please click here. 

California State University, San Bernardino (CSUSB) – a preeminent center of intellectual and cultural activity in the Inland Empire region of Southern California – is part of the California State University system (CSU), the largest system of higher education in the country.

Operating from two campuses (San Bernardino and Palm Desert), California State University, San Bernardino has grown from its founding in 1965 as a state college with an inaugural class of 293 students to a major metropolitan, R2 Research University with approximately 19,000 active students and 120,000 alumni. Approximately 2,400 employees are dedicated to helping students succeed. The faculty-to-student ratio is 1:23.

A designated Minority and Hispanic-Serving Institution, CSUSB graduates approximately 5,000 students annually. The university offers more than 70 traditional baccalaureate and master’s degree programs, education credential and certificate programs, and a doctorate program in educational leadership within five academic colleges: the College of Arts and Letters, Jack H. Brown College of Business and Public Administration, James R. Watson & Judy Rodriguez Watson College of Education, College of Natural Sciences, and the College of Social and Behavioral Sciences.

ACCOLADES

CSUSB’s commitment to diversity, access, value, and excellence are reflected in numerous national and international recognitions, awards, and rankings at all levels of the University. It is regularly listed among the best colleges and universities in the western United States, according to The Princeton Review, Forbes, and U.S. News & World Report in their respective annual rankings.

It is also part of the President’s Higher Education Community Service Honor Roll, With Distinction – the highest federal recognition a college or university can receive for its commitment to service-learning and civic engagement.

CSUSB was listed at Number 5 in the nation for social mobility (Education Reform Now, 2023). According to the Collegiate Learning Assessment, a CSUSB education ranks in the top four percent in the nation for ‘value-added’, based on the organization’s measurements for student learning in the freshman and then in the senior year.

For a comprehensive list of awards and rankings, please visit the Rankings web page.

ACCREDITATIONS

Accredited by the Western Association of State Schools and Colleges/Senior College and University Commission, the university recently (2022) earned reaffirmation of accreditation for 10 years. The teaching credential programs are approved by the California State Board of Education, California Commission on Teacher

Credentialing, and the National Council for Accreditation of Teacher Education.

CSUSB has developed highly respected programs in business, computer science and engineering, geographic information, visual arts, creative writing, psychology, health sciences, criminal justice, social work, public administration, accounting, and finance. Every one of its academic programs that is eligible has earned specialized approval or accreditation. Please see the Accreditations web page for a full listing.

FACILITIES AND CONSERVATION EFFORTS

Under the leadership of President Morales, the campus has been in a period of growth that began in 2016. At that time, CSUSB underwent a physical master planning effort that resulted in the board approved San Bernardino Campus Master Plan and a separate board approved Palm Desert Campus Master Plan. The 2016 Master plans serve as the roadmap to guide the growth of the university to support 25,000 FTE students in San Bernardino and 8,000 FTE students in the Coachella Valley in a collaborative, engaging, and comprehensive setting.

Recent development of the San Bernardino campus includes the Coyote Village that opened in 2018 and features a 400-bed residential community with a designated wing for the University Honors Program as well as two apartments for faculty-in-residence. The Center for Global Innovation was opened in 2019 and is a 71,000 square foot building at the heart of campus that is home to the College of Extended and Global Education and provides services to all international students and scholars, English language learners, study abroad programs, Open University students, and students in Extension and Special Session programs. Recently, the campus expanded the Santos Manuel Student Union, a $90 million project that opened its doors in January 2022, providing student engagement spaces as well as a multi-purpose conference center. More recently, the campus began construction of a Performing Arts Building, which will provide a 500-seat state-of-the-art Performing Arts Theater.

Growth at the Palm Desert campus (PDC) has focused on adding additional programs including Hospitality Management, Entrepreneurship, Cybersecurity ,

Kinesiology, and undergraduate and graduate programs in Social Work. In 2021 the campus celebrated a collaboration between the Coachella Valley Economic Partnership, the City of Palm Desert, and the Palm Desert campus in opening the iHUB, a business incubator designed to attract technology-based entrepreneurial start-up business to the region. The campus has been allocated $79 million by the California legislature to build the first phase of a new student services building, to include an expansion of the library and study space for students at the PDC.

CSUSB was listed among the nation’s top green colleges for its sustainability-related policies, practices, and programs in 2022 by the Princeton Review. Campus-wide efforts include the campus Sustainability Taskforce, which is co-chaired by a faculty representative and the Office of Energy and Sustainability. In 2019 the campus established a sustainability general education pathway in addition

to other sustainability course offerings to ensure that sustainability is incorporated throughout the academic curriculum. Sustainability continues to be a core value of the institution and a focus of campus Strategic Planning efforts.

STRATEGIC PLANNING

The University has embarked upon a new strategic plan (2022-2028), informed by the CSU Graduation Initiative 2025 (GI 2025), Strategic Enrollment planning, and the Diversity/Equity/Inclusion Plan. The planning process includes broad-based campus consultation. The provost’s office plays a leading role in all planning processes, with the Vice Provost for Academic Programs co-chairing the planning and implementation teams. The new 2023-2028 strategic plan is available at this site.

FINANCES AND BUDGET

The all-university budget is comprised of state operating funds (general fund, tuition, fee revenue, lottery, cost recovery), as well as auxiliary and enterprise (self-support) revenue. For the fiscal year 2022-23, the total university- wide revenue was $342.7 million. State-side operating funds totaled $279.5 million. Auxiliary and enterprise revenue was budgeted at $63.7 million. Additionally, the current value of CSUSB’s endowment was $45.2 million as of December 31, 2022. For 2023/24, the CSUSB endowment will have a payout of $1.9 million of which 45% is directed towards student scholarships and 55% supports faculty and student programmatic initiatives. Faculty and other professionals pursue a vibrant research agenda. In 2022, CSUSB received $51.7 million in research and grant awards. From 2017-2022, CSUSB was awarded more than $185 million in external grants and contracts to support sponsored programs, including faculty and student research.

CAPITAL CAMPAIGN

As an anchor university, CSUSB inspires the region’s expansive pool of talented individuals to fulfill their dreams through higher education. It is therefore essential that CSUSB reinforce its mission with the resources and investment required for world class teaching, research, and public service through a comprehensive campaign that preserves this promise for future generations.

To further build on the university’s vital role in enhancing the educational, cultural, and economic development of the region, CSUSB launched a $200 million fundraising initiative (2022), the most ambitious fundraising campaign in the University’s history. Our Defining Moment: The Campaign for CSUSB will seek support from a variety of investors: alumni, friends, corporate and foundation partners, as well as government agencies and tribal nations.

Additional information about the University may be found at www.csusb.edu

Students

CSUSB reflects the dynamic diversity of the region and has the most diverse student population of any university in the Inland Empire, with 74% members of underrepresented groups, 80% first-generation students, and 56% Pell eligible. CSUSB has the second highest African American and Hispanic enrollments in the CSU system. Most students (86%) come from the Inland Empire counties of San Bernardino and Riverside, eight percent from other California counties, five percent from other countries, and less than one percent from out-of-state. Unique within the CSU and enrollment trends nationally, CSUSB attracts higher numbers of transfers than first year students as new enrollees each year.

CSUSB strives to provide students with opportunities to learn and connect with others outside the classroom. Abundant co-curricular activities are supported. Most students live off-campus, with an on-campus population of 1,500 residing in four different villages that offer a variety of traditional and apartment-style living. CSUSB has a strong community engagement and service program with students, faculty, and staff providing thousands of hours of volunteer service to the Inland Empire and Coachella Valley communities annually. The school mascot is Cody the Coyote. The Coyotes (or Yotes) compete in the California Collegiate Athletic Association—the preeminent Division II athletic conference in the country. There are 10 teams (four men’s and six women’s). The women’s volleyball team is consistently ranked among the nation’s top programs and won the NCAA Division II national championship in 2019. During the 2022-2023 season, the men’s basketball team advanced to the Division II ‘Final Four’, and the baseball, softball, and men’s golf teams all made NCAA tournament appearances.

Graduate and undergraduate students are encouraged to engage in project-based learning and mentoring from top faculty. A strong undergraduate research program sends students to state and national research conferences. The university can boast of an award-winning Model UN program. Both undergraduate research competition and the UN program are faculty-led endeavors. Faculty are proud of their work with and for students and innovate to support student success utilizing institutional and grant resources.

About the Position:
Vice President – Strategic Enrollment Management and Marketing

Reporting to and under the direction of the President, the Vice President for Strategic Enrollment Management and Marketing 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 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 resulting 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 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

   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 ...