Director of Admissions

Description

Position Summary: The Director of Admissions leads a high-performing team to execute a strategic, data-driven enrollment plan aligned with Asbury Theological Seminary’s mission. This role oversees all stages of the admissions funnel—from lead generation through matriculation—while utilizing data analytics, dashboard reporting, and CRM (Slate) communication strategies to drive enrollment outcomes. The Director coaches and equips the Admissions staff to deliver high-impact, personalized engagement that converts prospective students into enrolled students. This position also leads market research efforts, including new student surveys, focus groups, and non-matriculant analysis to inform continuous improvement.

ESSENTIAL FUNCTIONS

1. Leadership, Supervision, & Funnel Oversight 

a. Provide visionary leadership to the Admissions team, including Enrollment Advisors, staff specialists, and student workers.
b. Build and manage a high-performance team by recruiting, training, coaching, and evaluating staff.
c. Oversee all stages of the admissions funnel (inquiry, application, admission, and matriculation), using key performance indicators (KPIs) to drive strategy and outcomes.
d. Develop, maintain, and analyze dashboard reports (including the admissions funnel) to track team performance, individual pipeline management, lead conversion rates, and goal attainment.
e. Identify bottlenecks and conversion challenges across the funnel and implement targeted strategies to increase yield at each stage.

2. Data Analytics, Reporting & CRM Strategy

a. Lead the development of communication workflows and personalized messaging within the CRM (Slate) for each stage of the admissions journey, ensuring a high-touch, personalized counseling experience throughout the application process.
b. Develop segmented, multi-channel campaigns that support engagement, nurture interest, and drive action from prospective students.
c. Monitor inquiry and applicant behavior within the CRM and use data to trigger outreach efforts and timely follow-up from Enrollment Advisors.
d. Conduct regular assessment of recruitment campaigns and communication effectiveness through CRM metrics and funnel conversion rates.

3. Recruitment Strategy & Relationship Building 

a. Design and implement innovative, data-informed recruitment strategies to attract a diverse, qualified, and missionally aligned student population.
b. Represent the Seminary at conferences, churches, campus visits, and ministry events, building meaningful relationships with key influencers and referral networks.
c. Partner with faculty, staff, alumni, pastors, and ministry leaders to generate leads and deepen institutional reach across denominational and regional lines.
d. Collaborate with the Campus Visitation Coordinator to deliver engaging campus visit experiences that convert interest into action.

4. Student Research & Continuous Improvement 

a. Conduct surveys of newly admitted students and non-matriculants to assess motivations, decision factors, and barriers to enrollment.
b. Facilitate prospective student and new student focus groups to gather qualitative data on the recruitment experience and value proposition of the Seminary.
c. Provide strategic insights from survey and focus group data to inform messaging, resource allocation, and retention initiatives.

5. Marketing Collaboration & Campaign Integration 

a. Collaborate closely with the Marketing department to align messaging, campaign strategy, and branding across all stages of the admissions funnel.
b. Provide input on digital advertising, email marketing, print collateral, and social media efforts to ensure campaigns are enrollment-focused and data-informed.
c. Coordinate with Marketing to optimize lead generation, segment communication by audience, and ensure consistent voice and storytelling that supports prospective student engagement.
d. Share prospective student insights, survey findings, and funnel analytics to inform creative strategies and campaign timing.

Institutional Engagement & Workplace Priorities 

a. All full-time employees are required to attend semi-annual training events (e.g., Asbury CARES) as part of their professional responsibilities.
b. Employees must arrange their schedules to ensure availability for all mandatory meetings and institutional events.
c. Full-time employees who are also enrolled in courses must prioritize their work responsibilities over academic coursework during scheduled work hours.
d. Employees are expected to actively participate in institutional discussions and engagement opportunities that support collaboration and department-wide goals.

7. Other duties or responsibilities as assigned 
 

Qualifications

SKILLS AND EDUCATION/EXPERIENCE 

Required/Preferred Skills 

1. Strong oral and written communication skills with the ability to engage diverse audiences.
2. Excellent organizational and strategic planning skills with a data-driven approach.
3. Strong interpersonal skills to build relationships with prospective students, alumni, and ministry leaders.
4. Ability to manage multiple projects, prioritize tasks, and meet enrollment goals in a fast-paced environment.
5. Self-motivated and solutions-oriented, fostering a positive and collaborative work environment.
6. Commitment to continuous improvement, with ability to receive and apply constructive feedback.
7. Strong attention to detail, with ability analyze data and insights to drive recruitment strategies.
8. Ability to work well under pressure.
9. Commitment to ongoing professional development, including participation in at least one relevant conference or training annually.
10. Demonstrates a positive attitude, adaptability to changing priorities, and a willingness to receive and apply feedback in a collaborative work environment.

Education and Experience 

1. Bachelor’s degree required, Master’s degree preferred.
2. Experience in higher education admissions, enrollment management, sales, or other fields requiring consultative relationship-building and conversion strategies is strongly preferred.
3. Proficiency in technology, SIS and CRM systems, particularly Slate, to support recruitment, communications, and data management.
4. Proven ability to lead teams and manage people effectively.