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Associate Vice President for Digital and University Enrollment Strategy

GRADE:17

Bargaining Unit: NBU FLSA:EXEMPT

BASIC FUNCTION

The Associate Vice President for Digital Online and University Enrollment Strategy (AVPD&UES) is a senior leader responsible for driving enrollment growth through a digitally focused, datainformed marketing and recruitment strategy that prioritizes online and hybrid learning while supporting enrollment across all VTSU programs, campuses, and modalities.

Reporting to Vermont State University's Chief of Staff, the AVP for Digital & University Enrollment Strategy leads integrated enrollment marketing strategies that elevate VTSU's online presence, strengthen program visibility, and support a cohesive, universitywide approach to recruitment and enrollment. This role ensures that digital growth strategies effectively serve all learners, including traditional, adult, online, and place-bound students, advancing VTSU's mission to expand access, affordability, and opportunity across Vermont and beyond.

The (AVPD&UES) partners closely with academic leadership, enrollment management, student services, and technology teams to align marketing, recruitment, and program strategy across the institution. This role is central to building a modern, unified enrollment marketing ecosystem that supports students from inquiry through enrollment and persistence across all learning environments.

ESSENTIAL DUTIES & RESPONSIBILITIES

Strategic Leadership (50%)

• Lead the development and execution of integrated enrollment marketing strategies with a primary emphasis on online and hybrid program growth, while supporting enrollment goals across all VTSU programs, campuses, and modalities.
• Partner with the VTSU leadership team-including the Vice President of Digital Learning and Operational Effectiveness and Vice President of Admissions and Enrollment Services -to set enrollment targets, evaluate progress, and adjust strategies to meet university-wide goals.
• Ensure alignment between online recruitment strategies and campus-based enrollment efforts, creating a cohesive and mutually reinforcing approach to student recruitment.
• Collaborate with academic deans, program directors, and student services to align marketing strategy with program development, advising, and student experience across modalities.
• Work closely with VTSU's AVP of Brand and Creative to ensure all digital learning marketing and communications are aligned with VTSU's brand identity, mission, and statewide positioning; ensure compliance with Vermont State Colleges System brand standards.
• Serve as a key liaison across Marketing & Communications, Admissions, IT, and campus leadership to ensure coordinated messaging, campaigns, and recruitment strategies.
• Provide strategic oversight of staffing, budget, and technology to maximize enrollment impact across both digital and campus-based initiatives.
• Represent enrollment marketing in university-wide planning, statewide workforce initiatives, and external partnerships that support program growth and access.
• Handle highly confidential institutional information, including enrollment projections, financial planning data, strategic initiatives, personnel matters, and executive-level communications with discretion and sound judgment.

Program Innovation and Market Strategy (20%)

• Lead development and implementation of digital and paid marketing strategies including enrollment targets, target audiences, channel identification, budget allocation, and performance monitoring prioritizing online programs while supporting full-portfolio enrollment growth. Creative concept and execution for these campaigns is co-developed with Brand & Creative.
• Conduct market research and competitive analysis to identify opportunities for online, hybrid, and campus-based program expansion, including micro credentials and workforce-aligned pathways.
• Perform ongoing market scans to assess demand, student outcomes, and competitive positioning across all program modalities.
• Partner with Finance and Academic Affairs to evaluate the performance, sustainability, and strategic alignment of VTSU's academic portfolio.
• Serve as a liaison to external research partners (e.g., state agencies, workforce boards) to inform program and enrollment strategy.
• Champion a transparent, data-informed approach to marketing investment and campaign performance.

Team Leadership and Operational Management (15%)

• Lead and develop a high-performing enrollment marketing team supporting digital, communications, and web strategy across the university.
• Foster a collaborative, inclusive, and mission-driven culture aligned with VTSU's community values and commitment to access and student success.
• Establish clear performance goals, workflows, and shared tools to support efficient and effective recruitment across modalities.
• Strengthen coordination between centralized marketing and campus-based recruitment efforts.
• Promote professional development to build capacity in digital marketing, enrollment strategy, and student engagement.

Performance, Data, and Innovation (15%)

• Lead a data-informed approach to enrollment marketing, establishing metrics and dashboards that track performance across online and campus-based recruitment funnels.
• Advance innovation in digital recruitment, marketing automation, CRM strategy, and AI-driven engagement tools.
• Ensure enrollment marketing strategies support the full student lifecycle-from awareness through enrollment and persistence.
• Lead change management efforts to continuously improve systems, processes, and outcomes.
• Monitor trends in student behavior, digital engagement, and higher education enrollment to ensure VTSU remains competitive across all learning modalities.
• Handle highly confidential institutional information, including enrollment projections, financial planning data, strategic initiatives, personnel matters, and executive-level communications with discretion and sound judgment.

SUPERVISION RECEIVED

Reports to the Vermont State University Chief of Staff.

SUPERVISION EXERCISED

Directly supervises professional staff responsible for enrollment communications, digital marketing, web strategy, and related enrollment marketing functions.

MINIMUM QUALIFICATIONS:

• Bachelor's degree in Marketing, Communications, or a related field plus seven (7) to ten(10) years of progressive experience in enrollment marketing, digital marketing, online program recruitment, or related fields.
• Demonstrated leadership experience in strategic marketing, enrollment management, or multi-channel recruitment operations.
• Minimum of four (4) years supervising professional staff and leading high-performing teams.
• Experience developing and executing digital-first marketing strategies that support diverse student populations across multiple modalities.
• Strong collaboration and communication skills, with the ability to work effectively across academic and administrative units.
• Expertise in CRM systems, marketing automation, SEO/SEM, analytics platforms, and digital campaign management.
• Demonstrated commitment to access, equity, and serving diverse learner populations.

PREFERRED QUALIFICATIONS:

• Master's degree in Marketing, Communications, or a related field.
• Experience in public higher education, statewide systems, or multi-campus institutions.
• Familiarity with enrollment strategies for online, adult, and place-bound learners, alongside traditional undergraduate populations.
• Knowledge of emerging technologies in digital marketing and AI-driven recruitment.
• Experience supporting workforce-aligned program development and market-responsive academic planning.

KNOWLEDGE, SKILLS, & ABILITIES:

Knowledge:

• Knowledge of higher education enrollment management, recruitment strategy, and student lifecycle marketing.
• Knowledge of digital marketing, lead generation, SEO/SEM, paid media, social media, content strategy, and marketing automation.
• Knowledge of CRM platforms, enrollment technologies, analytics platforms, and customer journey optimization.
• Knowledge of market research methodologies, competitive analysis, and higher education enrollment trends.
• Knowledge of online, hybrid, and traditional academic program recruitment strategies.
• Understanding of strategic planning, budgeting, and performance measurement.
• Knowledge of data privacy, accessibility standards, and applicable federal and state regulations affecting marketing and student communications.

Skills:

• Strategic leadership and organizational planning.
• Data analysis and performance measurement using enrollment and marketing analytics.
• Development and execution of integrated, multi-channel marketing campaigns.
• Financial planning and budget management.
• Relationship building and collaboration across academic and administrative divisions.
• Excellent written, verbal, and presentation communication skills.
• Project management and organizational leadership.
• Team development, coaching, and performance management.
• Decision-making based on data and measurable outcomes.
• Change management and continuous process improvement.

Abilities:

• Ability to develop and execute university-wide enrollment strategies that support institutional growth.
• Ability to translate institutional priorities into measurable marketing and enrollment initiatives.
• Ability to lead complex, cross-functional projects involving multiple stakeholders.
• Ability to evaluate market opportunities and recommend new academic program initiatives.
• Ability to balance strategic planning with operational execution.
• Ability to interpret enrollment, marketing, and financial data to support executive decision-making.
• Ability to foster innovation while maintaining alignment with institutional priorities and available resources.
• Ability to communicate effectively with executive leadership, faculty, staff, external partners, and prospective students.
• Ability to adapt to changing market conditions and higher education trends.
• Ability to lead through influence in a collaborative, matrixed organizational environment.

Physical Requirements: Work is primarily performed in an office environment and involves extended periods of sitting and computer use, which may result in light fatigue of the eyes, hands, or wrists due to repetitive motion. Occasional standing and walking may be required. The role requires minimal physical exertion and may involve lifting or carrying light materials of up to 15 pounds.

Working Conditions: The position may require flexibility in scheduling during peak periods to meet operational demands. This is an FLSA-exempt, salaried position based on a standard 40-hour workweek.

Location: This is a remote position with periodic travel to campuses for meetings, events, and collaboration as needed. position may be based at any Vermont State Colleges System location.

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