When Bay Path opened its doors to students in 1897, it had a very clear goal: to provide a practical, affordable, and career-oriented education to meet the needs of companies, organizations, and communities. From the beginning, Bay Path prided itself on being entrepreneurial, constantly pushing the boundaries of the academic experience to fit the student... to start them on the road of success. We still do.
Today, that spirit and philosophy is more important than ever in higher education. At Bay Path, it's not just the number and breadth of undergraduate and graduate programs that defines us-and we have many-but it is our ability to connect the classroom to learning to leadership to experience to career that is at the core of what we do best. We know the work that needs to be done.
Bay Path University, an independent and not-for-profit institution, was named Among Fastest Growing Baccalaureate Colleges by the Chronicle of Higher Education Almanac, and is a member of the Women's College Coalition. With a main campus in Longmeadow, MA and four satellite locations, (East Longmeadow, Sturbridge, Concord, Springfield), Bay Path offers undergraduate, graduate (for women and men) degrees, and professional certificates.
We're committed to preparing our students to navigate a constantly changing world. Whether it is one of our innovative academic programs, groundbreaking online learning platform, or through our Women as Empowered Learners and Leaders initiative, we educate our students in ways that will help them to grow, learn to adapt, and always to flourish. Be part of the change.
We invite you to visit our website at www.baypath.edu where you can learn more about Bay Path University.
Position Code: VPEMM
Job Type: FT, Executive Staff
Location: Longmeadow, MA
Bay Path University invites applications for a dynamic visionary to serve in the newly created role as Vice President for Enrollment Management and Marketing under the leadership of our president-elect, Sandra Doran, Esq., who joins us in July 2020. The University community seeks a highly-skilled, experienced, innovative leader who will serve as the University's chief strategist on all matters related to enrollment and marketing. This is an exciting opportunity for an experienced leader with an entrepreneurial spirit, proven management record of implementing best practices, ability to manage complexity, fresh thinking, and an eye for innovation and creativity.
Leadership for Enrollment Management and Marketing
Considering the disruption of higher education, the extreme competition in the online marketplace, the changing demographics of college seekers, and declining high school age populations in New England, small liberal arts/career oriented colleges such as Bay Path University have to become increasingly networked; in sharing tools and resources, in creating partnerships, and accepting that students will continue to come in and out of the academy over their lifetime collecting learning from a variety of sources. A Vice President focused on enrollment management and marketing will need to have this lens when positioning Bay Path's set of offerings to a variety of audiences through its marketing, partnership and recruitment strategies.
Bay Path University is particularly poised to respond to this complicated landscape, considering its well established diversified portfolio of serving residential undergraduate students, operating The American Women's College (TAWC) powered by the SOUL model in offering accelerated undergraduate degree programs fully online, running an expansive set of graduate programs including in-demand healthcare fields, as well as delivering a framework established through Strategic Alliances to expand life-long learning opportunities. Graduate programs have been successfully developed to meet niches in disciplines and have targeted marketing strategies that are program specific. Residential, undergraduate programs have tended to rely on relationship building with high school guidance counselors and community college transfer offices. The American Women's College has primarily marketed with a brand strategy, attracting more of a degree completion persona seeking flexibility and affordability at the undergraduate level for career advancement. The undergraduate degree programs maintain a distinct niche in a crowded space by standing behind its long-time mission of empowering women with education. Additionally, the SOUL model, which has demonstrated success with its high-tech, high-touch approach with graduation rates 20% higher than its competitors, can be positioned as a methodology that could be delivered in a variety of environments serving students of all ages and backgrounds. Strategies of promoting partnerships with organizations that link employers to education partners who promote education benefits to pipelines of employees, remain a plausible opportunity for Bay Path University having demonstrated the efficacy of its methods in promoting degree completion and student success. Additionally, the delivery of the online course catalog may gain increasing visibility through course sharing consortiums. Positioning offerings to a variety of market strategies and clearly demonstrating our value proposition, both regionally and beyond, are on-going priorities for a leader in this area.
Creating a cohesive and strategic enrollment division through a recent joining of efforts of two critical enrollment departments.
Creating and driving a strategic vision for enrollment and marketing that addresses the diversified portfolio of the University.
Overseeing all aspects of the admissions and marketing operations; responsible for developing, articulating and implementing an ambitious strategic enrollment plan to ensure optimum levels of growth across all academic programs.
Overseeing the execution of a comprehensive enrollment plan with appropriate goals that include strategies to recruit and enroll all student populations, onground and online; traditional undergraduate, transfer, non-traditional undergraduate, returning adult, graduate, doctoral students, and life-long learners.
Identifying and employing enrollment and marketing strategies that clearly demonstrate the University's value proposition, both regionally and beyond, to drive enrollment growth across programs in alignment with institutional goals.
Developing annual admissions forecasts, predictive models and budgets; building, leading and motivating the appropriate teams to ensure that enrollment goals are met.
Providing comprehensive statistical and data-informed analyses necessary to make sound policy decisions. Monitoring and assessing data to evaluate the effectiveness of recruitment efforts, including social media, marketing and other emerging technologies that enhance yield with potential students.
Developing and using existing and emerging technologies to communicate and build relationships with students, families, community colleges, secondary school leadership, and organizations.
Provides leadership in the implementation and operations of major enrollment software.
Administers and oversees all aspects of the enrollment management and marketing budget.
Assures policies and procedures are in accordance with state and federal laws and regulations, and the University's goals and objectives.
Provides support to the President and the Board of Trustees.
Essential Skills and Characteristics Required
An entrepreneurial mind-set demonstrated by an ability to lead the creation and implementation of innovative marketing strategies with agility including experience in creating and managing key performance indicators for marketing strategies to evaluate effectiveness and return on investment.
Deep and nuanced understanding of today's competitive enrollment environment and knowledge of emerging trends and promising practices in recruitment, admissions, integrated marketing, financial aid, and retention and with a particularly comprehensive understanding of market trends and prospect development best practices for online, adult (non-traditional and graduate level), and traditional aged recruitment.
An unwavering commitment to enrolling students from diverse backgrounds.
Significant experience in planning, change management, problem solving, and organizing processes and people.
A capacity to foster positive working partnership with key institutional faculty, staff and administration.
Demonstrated record of creating and executing innovative marketing strategies in support or enrollment and institutional goals.
Proven track record of developing and executing a vision for enrollment planning that results in achievement of enrollment targets across all student population.
Team-oriented philosophy and skill in shaping a culture that supports and makes possible innovative thought and actions.
Innovative and adept at promoting current academic programs, as well as bringing forth recommendations for new recruitment ideas, marketing strategies, and academic programs that match the University's mission, resources, and market demand.
Strong analytical abilities and aptitude for enhancing and leveraging systems and structures to harness data analytics and technology to ensure an efficient, effective, and nimble enrollment and marketing operation.
Ability to establish strong relationships with internal and external constituencies.
Substantial leadership experience including successful performance management experience.
An appreciation for and the ability to articulate the unique identity and distinctive values of the Bay Path University student experience across all populations.
Adept purveyor of data, possessing the ability to ask effective questions, analyze results in real time and in predictive fashion.
Savvy adapter of technology useful in all phases of enrollment and marketing.
Proactive leader, fostering teamwork, mentoring staff to fully develop their professional abilities and achieve results.
Bold thinker who approaches challenges proactively and with innovation.
Highly skilled budget manager who can allocate and manage resources effectively to achieve the greatest result possible.
A readiness to be part of the University's senior leadership team, including the ability to lead community-wide conversations about enrollment management strategies and working collaboratively to execute the University's mission and vision.
Ability to handle confidential information with discretion.
Should be committed to a culture of diversity, respect and inclusion; demonstrated ability to build working relationships with people having a wide variety of backgrounds, perspectives, and experiences different from ones' own.
Significant experience with online and social media marketing strategies in all modalities.
Evidence of working as a team member with a student-centered educational philosophy.
History of supervisory experience including staff recruitment, development, and management.
Excellent verbal and written communication skills, and the acumen to persuasively articulate Bay Path's mission, programs, impact, and goals to diverse audiences, both internal and external.
An earned Master's degree is preferred; equivalent credentials and experience will be considered.
Ability to adhere to University policies and procedures.
Valid U.S. driver's license.
General knowledge of the University's mission, purpose, and goals and the role this position plays in achieving those goals.
Commitment to Diversity and Inclusion
Bay Path University is a diverse community devoted to proactively nurturing a campus-wide culture that promotes and ensures respect, inclusion and safety for all members regardless of race, color, national origin, age, gender, religion, sexual orientation and gender identity, socio-economic background, or physical ability. We are one University that opens our hearts and minds to conversations, to learning and to creating a community that is welcoming of all. Regardless of position, it is expected that each employee will embrace this commitment and demonstrate an attitude of respect toward and acceptance of all members of our community.
Bay Path University is a smoke- and tobacco-free community.
All offers of employment are contingent on satisfactory background checking.
Applicants for this position should attach a cover letter, resume / curriculum vitae, the contact information for four (4) professional, work-related references and any other relevant information pertaining to this position and your candidacy. Please apply online. Faxes and emails will not be accepted. For best consideration, please submit your application materials by May 22, 2020.
All applicants should respond to the following question when submitting their application materials:
How would you drive enrollment in an all women's institution?
Bay Path University is dedicated to building a culturally diverse and pluralistic faculty committed to teaching and learning in a multicultural environment and strongly encourages applications from minorities, women and all underrepresented backgrounds. An Equal Opportunity Employer, Bay Path University is committed to fostering diversity in its student body, faculty, and staff.
In compliance with the Americans with Disabilities Act (ADA), if you have a disability and require a reasonable accommodation to apply for a position please email us at HR@baypath.edu or call 413-565-1168.
Internal Number: 119880174
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