The Curious Case of the VPEM

About the Episode:

On this episode of Breaking Silos, we’re bringing a popular NAGAP Summit session to your earbuds. I sat down with Francesca Reed, Vice President for Enrollment Management and Marketing at Neumann University, and Keith Ramsdell, Vice President for Enrollment Management and Marketing at Ashland University, to discuss an ever-evolving and often misunderstood role in higher ed: The Vice President of Enrollment and Marketing (VPEM). Hear from these two industry experts about their roles overseeing marketing and enrollment, why the position is so valuable, and what collaboration is required to succeed.

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We’ll discuss the challenges and future outlook of these roles from Fran and Keith's perspectives and discuss what young marketers and enrollment professionals can do to be successful in them. 

This conversation dives into the complexity of overseeing vast portfolios, the challenges of breaking down institutional silos, and the growing need for collaboration between enrollment, marketing, and academic affairs. Whether you're a higher ed professional or someone simply curious about the inner workings of university leadership, this discussion offers a wealth of insight into the strategic alignment necessary for student success in an increasingly competitive market.

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The Expanding Scope of the VPEM Role

Fran and Keith both highlight how their portfolios have grown over time, encompassing a wide range of responsibilities that include traditional undergraduate admissions, transfer and graduate student enrollment, financial aid, marketing, and even student services such as military and veteran support. Keith shares how the role often evolves, with areas like financial aid coming under his supervision only after several years in the position. Fran, similarly, oversees everything from admissions to Newman’s media operations, reflecting the growing importance of marketing in student recruitment and engagement.

The overarching theme is that VPEM positions are essential for aligning different departments under one unified strategy. As Fran notes, hiring experts in each area is key: "You’re never going to be the smartest person in the room," she says, emphasizing the importance of surrounding yourself with knowledgeable leaders to handle specialized areas like financial aid and operations.

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Breaking Silos for Greater Institutional Success

A key challenge both leaders face is breaking down institutional silos that can hinder communication and collaboration. As Keith explains, one of the main benefits of the VPEM model is its ability to foster collaboration between traditionally separate areas such as undergraduate and graduate admissions, financial aid, and marketing. By unifying these efforts under one leader, institutions can achieve greater efficiency and improve the student experience.

Fran echoes this sentiment, pointing out that successful alignment often starts with getting everyone in the same room and fostering open communication. Weekly leadership meetings, for instance, help ensure that all stakeholders—from financial aid to marketing—are on the same page. This collaboration is critical, especially during onboarding processes for new students, ensuring a seamless experience from recruitment to enrollment.

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Leadership’s Role in Breaking Down Barriers

One of the most critical aspects of the VPEM role is having a seat at the leadership table. As Fran and Keith both emphasize, being part of the university's cabinet allows VPEMs to advocate for their departments and ensure that enrollment strategies align with broader institutional goals. Without this direct line to decision-making, enrollment leaders may find themselves left out of key conversations, leading to unrealistic goals and misaligned expectations.

Keith highlights the importance of building strong relationships with the provost and chief financial officer (CFO), as these two roles are often essential in determining the success of enrollment initiatives. "You've got to be sure that you're on the same page," Keith explains, pointing to the need for collaboration when navigating the challenges of resource allocation and academic program development.

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Future Trends and Challenges for VPEM Roles

As institutions face increasing pressure due to the "enrollment cliff"—a projected decline in the number of college-aged students—Fran and Keith see the VPEM role continuing to evolve. Both predict that student success and retention may become more closely integrated with enrollment management, further broadening the scope of these roles. Fran also raises concerns about the growing reliance on third-party vendors due to staffing shortages, especially in financial aid, which could push institutions toward outsourcing entire admissions offices in the future.

Despite these challenges, both leaders remain optimistic about the future of the VPEM role. For those considering this career path, Fran and Keith offer valuable advice: immerse yourself in as many areas of the university as possible, from financial aid to academic program development. Keith emphasizes the importance of gaining management experience, as VPEM positions often require overseeing large teams.

Ultimately, success in this role requires a deep understanding of both the operational and strategic sides of enrollment management, as well as the ability to collaborate across departments to achieve institutional goals.

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Key Takeaways:

• The VPEM role continues to grow in importance, overseeing not just admissions but marketing, financial aid, and student services.
• Collaboration is essential for breaking down silos between departments, leading to more efficient and effective student recruitment and retention strategies.
• Having a seat at the leadership table ensures that enrollment management goals align with broader institutional objectives.
• As the enrollment cliff approaches, VPEM roles will likely expand to include student success initiatives and closer collaboration with academic affairs.
• Gaining experience in financial aid, operations, and staff management is essential for those aspiring to VPEM roles.

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To hear more about the evolving role of enrollment management in higher education, tune in to the full episode of Breaking Silos on the Enrollify Podcast Network. Learn from Fran Reed and Keith Ramsdell as they share their experiences and strategies for building successful, collaborative teams in a rapidly changing landscape.

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About the Show:  We hear it every day across campuses: “We need to be working more collaboratively.” The higher education industry is notoriously siloed, with colleagues struggling to connect, duplicating services or having disjointed messaging.

Breaking Silos aims to showcase the remarkable work of marketing professionals and their non-marketing colleagues from different departments across campus, who come together to achieve common goals, implement new initiatives, enhance the student experience, and foster better collaboration among teams.

Each episode features a marketer and their non-marketing colleague to talk about their partnership. This unique format will inspire marketers to try new things and connect with colleagues in new ways, while also allowing non-marketing professionals an inside look at some of the most collaborative projects in higher education marketing.

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Connect With Our Host:
Shane Baglini

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About The Enrollify Podcast Network: Breaking Silos is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders,  innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.

Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.

Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.