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Summary:

The Director of Enrollment Analytics and CRM serves as the functional lead for Salesforce CRM operations, undergraduate enrollment analytics, predictive modeling, and operational reporting. The role is responsible for ensuring that enrollment technologies, admissions workflows, and analytical tools effectively support student recruitment, application management, and enrollment goals.

Reporting to the Assistant Vice President of Enrollment Analytics and Operations, the position is responsible for expanding the Office of Undergraduate Enrollment’s analytical capacity through sophisticated predictive modeling, pipeline analysis, scenario planning, and dashboard development. The role combines hands-on Salesforce administration, Workday Integration with advanced statistical analysis to improve recruitment outcomes, strengthen forecasting accuracy, support class shaping decisions, and enhance the efficiency and integrity of undergraduate enrollment operations.

This position plays a central role in advancing predictive and prescriptive enrollment strategy by leading the development of enrollment models, funnel analyses, yield forecasts, melt projections, and scenario-based planning tools that inform recruitment planning, financial aid strategy, communications strategy, territory management, and leadership decision-making. The role also ensures that Salesforce CRM and Workday ERP are configured and maintained to support strong data quality, workflow automation, user adoption, and scalable enrollment operations.

This position provides leadership in evaluating and implementing CRM enhancements, streamlining business processes, resolving operational system issues, and supporting the integrity and effectiveness of admissions technologies and enrollment data systems.

The position works collaboratively with the offices of Undergraduate Admissions, Financial Aid, Information Technology, Institutional Research, Graduate Admissions, and external technology partners to support systems integration, prospect strategy, enrollment forecasting, and data-informed planning.

Essential Functions:

1.) Enrollment Modeling, Predictive Analytics, and Forecasting Leadership

• In close collaboration with the AVP for Enrollment Analytics and Operations the Director of Enrollment Analytics and CRM will lead the design, development, validation, and refinement of enrollment models, predictive analytics, and forecasting tools that support undergraduate recruitment strategy and class planning for first-year and transfer populations.

• Analyzes prospect, inquiry, applicant, admit, deposit, financial aid, and enrollment data to identify patterns in student behavior, project enrollment outcomes, and improve strategic decision-making across the recruitment funnel.

• Develops statistical models and scenario analysis related to inquiry generation, application growth, conversion, class shaping, pricing strategy, yield, melt, and final enrollment outcomes.

• Produces market-responsive forecasts, year-over-year trend analyses, territory and segment performance analyses, and class-shaping models to support recruitment planning and executive decision-making.

• Builds analytical frameworks that assess the impact of student search strategy, outreach cadence, communications performance, campus engagement, and financial aid on pipeline movement and enrollment results.

• Translates complex quantitative findings into actionable recommendations, clear visualizations, and executive-ready decision-support materials for Enrollment leadership.

• Monitors model performance, evaluates forecast accuracy, and refines methodologies to improve predictive reliability and strategic usefulness over time.

• Ensures the integrity, consistency, and usability of data used for predictive modeling, forecasting, and enrollment planning.

2.) Salesforce CRM Administration and Enrollment Systems Leadership

• Serves as the primary point of contact, subject matter expert, and functional administrator for Salesforce CRM and related undergraduate enrollment technology platforms.

• Leads the administration, configuration, maintenance, enhancement, and optimization of Salesforce CRM to support first-year and transfer recruitment, admissions processing, communications workflows, and enrollment operations.

• Designs, documents, and maintains CRM business processes, workflow automations, user roles, permissions, validation rules, and operational procedures to improve efficiency, consistency, and compliance.

• Partners with Information Technology and external vendors to support Workday Student integrations, troubleshoot issues, resolve data exchange problems, and ensure reliable interoperability between enrollment systems.

• Coordinates system testing, quality assurance, release readiness, and implementation of CRM enhancements and related technology improvements.

• Monitors system performance, data quality, workflow execution, and user needs to identify opportunities for continuous improvement and operational streamlining.

• Develops training materials and delivers training for admissions and enrollment staff on Salesforce functionality, reporting tools, and operational best practices.

• Supports data governance, process documentation, and change management activities related to CRM administration and enrollment systems operations.

3.) Reporting, Dashboards, and Strategic Decision Support

• Designs, develops, and maintains standard and ad hoc reports, dashboards, scorecards, and data visualizations for the Office of Undergraduate Enrollment and campus stakeholders.

• Creates reporting solutions that support operational management, executive oversight, and strategic planning across prospect development, application processing, admissions, financial aid coordination, and enrollment performance.

• Produces recurring and ad hoc analyses related to funnel health, conversion trends, recruitment outcomes, territory performance, and enrollment projections.

• Responds to internal and external requests for admissions and enrollment data, providing interpretation and context for technical and non-technical audiences.

• Supports workflow improvement and operational effectiveness through process analysis, documentation, reporting enhancements, and improvements to data access and reporting practices.

4.) Cross-Functional Collaboration, Compliance, and Strategic Support

• Serves as a liaison to Information Technology, Institutional Research, Financial Aid, Graduate Admissions, and external technology partners to support system functionality, integrations, reporting alignment, and data exchange processes.

• Participates in strategic enrollment management initiatives, Salesforce enhancement planning, systems implementation efforts, and technology modernization projects supporting undergraduate enrollment goals.

• Ensures compliance with institutional policies, data governance standards, privacy expectations, and applicable regulations related to student data, system access, and information security.

• Contributes technical and analytical expertise to cross-functional planning discussions related to recruitment strategy, operational design, and enrollment performance improvement.

Supervisory Responsibility:

• Yes, reporting directly to this position is a Data Analyst.

Competencies:

• Prioritizing and Organizing.

• Developing Plans.

• Making Accurate Judgments and Decisions.

• Evaluating and Implementing Ideas.

• Acting Strategically.

• Collaborative Leadership.

Position Type/Expected Hours of Work:

• Full-time.

• 35 hours per week.

Salary Range:

• $123,984.00 - $150,000.00 annually.

Required Education and Experience:

• Bachelor’s degree required in information systems, data analytics, computer science, statistics, mathematics, economics, business analytics, higher education administration, or a related field.

• 5 - 8 years of relevant experience.

• Minimum of three years of progressively responsible experience in enrollment analytics, predictive modeling, CRM administration, enrollment systems, institutional analysis, or enrollment management operations.

• Demonstrated experience developing enrollment forecasts, predictive models, scenario analyses, dashboards, and analytical reports to support strategic decision-making.

• Demonstrated experience administering Salesforce CRM or a comparable enterprise CRM platform, including configuration, workflow support, user management, and troubleshooting.

• Strong technical proficiency with CRM platforms, SQL, reporting and dashboard tools, data visualization platforms, spreadsheets, and statistical or analytical software applications.

• Strong analytical, organizational, project management, and problem-solving skills, with the ability to manage multiple priorities and deadlines in a complex operational environment.

• Ability to communicate technical concepts, analytical findings, and system requirements effectively to both technical and non-technical audiences.

Preferred Education and Experience:

• Master’s degree in analytics, statistics, information systems, higher education, business analytics, economics, or a related field.

• 8 - 10 years of relevant experience.

• Salesforce Administrator certification or comparable CRM platform certification.

• Experience in undergraduate admissions, enrollment management, financial aid analysis, or higher education CRM administration.

• Experience with Workday Student integrations, higher education admissions technologies, and data governance practices.

• Experience using statistical methods and tools for predictive modeling, segmentation, scenario planning, funnel analysis, and enrollment forecasting.

• Familiarity with business process improvement, workflow automation, and change management practices in complex organizations.

Other Duties:

• Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Benefits

AU offers a competitive benefits package. Click here to learn about American University's unique benefit options.

Other Details

• Hiring offers for this position are contingent on successful completion of a background check.

• Employees in staff positions at American University must deliver their services to the university from either the District of Columbia, Maryland, or Virginia, or perform work on-site at the university.

• Please note this job announcement is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

• American University is an E-Verify employer.

Current American University Employees

American University current employees must apply through their employee Workday account. If you are a current employee at American University, please log into Workday and select the Find Jobs report which will take you to our internal career listings.

Contact Us

For more information or assistance with the American University careers site, email [email protected].

American University is an equal opportunity, affirmative action institution that operates in compliance with applicable laws and regulations. The university does not discriminate on the basis of race, color, national origin, religion, sex (including pregnancy), age, sexual orientation, disability, marital status, personal appearance, gender identity and expression, family responsibilities, political affiliation, source of income, veteran status, an individual’s genetic information or any other bases under federal or local laws (collectively "Protected Bases") in its programs and activities.