Vice President for Enrollment Management & Marketing

Category:: Administrative / Staff
Subscribe::
Department:: 01-52-5259-VP Enrollment Management
Locations:: Longmeadow, MA
Posted:: Sep 19, 2025
Closes:: Oct 22, 2025 - 11:59 PM EDT
Type:: Full-Time Salaried (Exempt)
Salary Type:: Annually
Salary Range:: $215,000.00 - $265,000.00
Position ID:: 193039

About Bay Path University:

Bay Path University, a private comprehensive university with a bold and innovative spirit, invites applications and nominations for the position of Vice President for Enrollment Management and Marketing. Known for its commitment to providing a practical and career-focused education, Bay Path offers a residential bachelors degree for women only on its Longmeadow, Massachusetts campus, as well as bachelors, masters and doctoral programs for both men and women on campuses in East Longmeadow, Boston, Guaynabo, Puerto Rico and online. In 2024, Bay Path expanded its reach and program offerings through the acquisition of Cambridge College, increasing its enrollment to approximately 5,000 learners, gaining new locations, strengthening its online presence, and broadening its career-focused programs. Respected for strong allied health, education and business programs, accessible online options, and a supportive community, Bay Path is an appealing choice for many students.

Job Description:

The collaborative and enterprising Vice President for Enrollment Management and Marketing (VPEMM) serves as a member of the President's Executive Leadership Team and is responsible for shaping Bay Path's vision for enrollment and marketing. The Vice President will oversee data-informed enrollment, marketing and communication plans and initiatives that support University strategic goals and program-specific enrollment objectives, while strengthening the University's reach and brand. In addition to providing oversight to the University's critical efforts in undergraduate and graduate admission serving both in-person and online students, the Vice President will oversee the University's marketing and communications teams and the University call center.

Reporting to President Sandra Doran, the Vice President for Enrollment Management and Marketing will join Bay Path at an exciting time in the institution's history following the acquisition of Cambridge College. The Vice President will be instrumental in furthering the integration of two committed and mission-driven communities and fostering a cohesive and clear brand for the University in the domestic and international marketplaces. The VPEMM will join a community with a strong and authentic commitment to serving the educational needs of all students, with a stable and talented enrollment and marketing team already in place.

Full Position Announcement: https://nessearches.com/vpem-baypath/

In this important leadership position, the successful candidate will have an active on-campus presence in Longmeadow, Massachusetts.

Requirements:

The new Vice President should be an innovative and inclusive leader with a record of achievement. The successful candidate must have a bachelor's degree (a master's degree is preferred) and significant experience in a leadership and managerial role in a higher education setting. In addition, the Vice President should demonstrate the following qualifications, skills, and abilities:

• A proven track record of success in building enrollments and expanding the reach and reputation of an organization through marketing and communications.
• Genuine passion for nontraditional learners and the mission of Bay Path to serve them.
• A skilled change manager, able to inspire and motivate others through transitions and build trust and knowledge among colleagues and between teams.
• Ability to lead community-wide conversations about enrollment management, marketing and communication strategies with a willingness to engage campus stakeholders in planning and participating in enrollment and marketing efforts.
• An engaged problem solver with an institutional mindset, willing to work in concert to achieve shared goals.
• Creative and energetic with an entrepreneurial mindset demonstrated by an ability to lead the creation and implementation of innovative strategies with agility.
• Data informed decision maker, adept at data analysis, interpretation and action; experienced in creating and managing key performance indicators to evaluate effectiveness and return on investment.
• Deep and nuanced understanding of today's competitive enrollment environment.
• A comprehensive understanding of emerging market trends, promising practices, and best practices in the enrollment of graduate, adult, online, first year, transfer and international students.
• An unwavering commitment to enrolling students from diverse backgrounds.
• Proven record of developing and executing innovative recruiting and marketing strategies across all modalities, including online and social media, to promote existing programs and recommend new programs aligned with the University's mission, resources and market demand.
• Ability to assess the use of technology and guide teams in leveraging, implementing and maximizing technology; direct experience with Salesforce.com CRM and Jenzabar SIS preferred.
• Substantial leadership experience, including successful performance management, staff recruitment, development, and management.
• Skilled budget manager who can allocate and manage resources effectively to achieve the greatest result possible.
• Possess a strong foundation in crisis communications management, institutional communications, website and social media communications management.
• Experience with brand development, focus groups and quantitative research.
• Solid organization, planning and execution skills.
• An exceptional storyteller with excellent verbal and written communication skills, and the acumen to persuasively articulate Bay Path's mission, programs, impact, and goals to diverse internal and external audiences; bilingual preferred.
• A passion for creating access to higher education with a commitment to removing barriers and promoting opportunities for enrollment and persistence.
• An appreciation for and the ability to articulate the unique identity and distinctive values of the Bay Path University student experience across all populations.

Additional Information:

Bay Path University is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law.

Application Instructions:

NES, a national executive search firm specializing in higher education, is assisting Bay Path University with this search for a Vice President of Enrollment Management and Marketing. If you wish to have a confidential conversation about this opportunity or submit nominations, please contact: Liz Daly (elizabeth.daly@nessearches.com) or Catherine Capolupo (catherine.capolupo@nessearches.com).

To apply, please send the following items: 1) a resume, 2) a detailed letter of interest, and 3) contact information for five professional references by email to: baypath@nessearches.com. For assurance of full consideration, please submit application materials no later than October 22, 2025. Applications will be reviewed until the position is filled. All applications and nominations will be considered confidential, and notice will be given before references are contacted. The VPEMM's anticipated start date is Early 2026.

Bay Path University is a smoke and tobacco-free community.

All offers of employment are contingent on satisfactory background check.

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 413-565-1157.