Director of Enrollment Analytics and CRM

About this role

American University is a student-centered research institution located in Washington, DC, with highly-ranked schools and colleges, internationally-renowned faculty, and a reputation for creating meaningful change in the world. Learn more about American University

Department:

Enrollment Data Analytics

Time Type: Full time Job Type: Regular FLSA Status: Exempt Work Modality:

Hybrid 01 (On Campus 3-4 Days/Week) Union:

Job Description:

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 Off

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