Associate Vice President of Online Operations

Benefits: All full-time university staff are eligible for VCU’s robust benefits package that includes comprehensive health benefits, paid annual and holiday leave granted up front, generous tuition benefits, retirement planning and savings options, tax-deferred annuity and cash match programs, employee discounts, well-being resources, abundant opportunities for career development and advancement, and more.

Unit: Office of Strategic Enrollment Management

Department: Division of Strategic Enrollment Management

Duties & Responsibilities:

Virginia Commonwealth University (VCU) seeks a highly experienced online higher education professional to serve as the Associate Vice President (AVP) of Online Operations. Reporting to the Vice President of Strategic Enrollment Management and Student Success (SEMSS) and the vice president for Enterprise Marketing and Communications (EMC), this position partners with academic departments to lead the infrastructure, strategy, and growth of VCU’s fully online programs. The AVP will develop and manage an in-house online operational unit dedicated to ensuring alignment and success of online programs in collaboration with deans, program directors, students, and other central services.

Aligned with VCU’s commitment to expanding online education, this role focuses on innovative enrollment management, retention, and marketing strategies while enhancing the online student experience to ensure quality education and academic excellence.

Core Responsibilities:

Strategic Online Leadership & Enrollment Growth

• Develop and execute a comprehensive online enrollment strategy aligned with institutional goals.

• Set and achieve enrollment targets for online programs, including recruitment, retention, and graduation rates.

• Partner with deans, faculty, and academic leadership to expand online program offerings.

• Lead the dedicated VCU Online Operations Unit, cultivating partnerships across the university to ensure consistent strategic online enrollment success.

• Utilize data analytics to develop and execute strategic online enrollment management plans in collaboration with SEMSS leadership, Admissions, and Student Success and EMC.

• Partner with the Budget Office, EMC and SEMSS budget team to develop multi-year net tuition projections and optimize tuition and fee structures.

Student Experience & Retention

• Ensure a seamless student journey from inquiry to graduation through enhanced advising, orientation, and support services.

• Collaborate with Student Affairs, academic support, and career services to develop engagement strategies tailored to online learners.

• Implement technology solutions to enhance student recruitment, retention, and success.

• Work closely with Student Services leadership to develop strategies that bolster online student retention and completion rates.

Partnerships & Collaboration

• Work closely with faculty and academic leadership to ensure quality online learning experiences.

• Coordinate with IT, finance, and legal teams to ensure compliance with state, federal, and accreditation regulations.

• Provide executive-level support for university-wide online initiatives and serve on assigned committees and task forces.

• Partner with EMC to align marketing strategies with VCU’s online program growth objectives.

• Conduct and analyze market research to assess the competitiveness of online programs and recommend enhancements.

Operational & Financial Oversight

• Manage the budget for online enrollment initiatives, ensuring strategic allocation of resources.

• Oversee vendor relationships, including Online Program Management (OPM) companies and marketing agencies.

• Establish data and technology platform requirements for enrollment planning, budget development, forecasting, assessment, and reporting.

• Drive continuous improvement initiatives informed by key performance metrics and student feedback.

Marketing & Recruitment

• Lead digital marketing campaigns, leveraging SEO, paid ads, social media, and CRM tools to attract prospective students.

• Oversee recruitment efforts, including outreach to adult learners, military students, corporate partnerships, and other key demographics.

• Utilize data analytics to assess campaign effectiveness and optimize lead conversion rates.

Qualifications:

Minimum Qualifications

• Bachelor’s degree in Business, Marketing, or a related field.

• Minimum of 10 years of leadership experience in online higher education.

• Minimum of 10 years of experience in online marketing, enrollment management, and leadership.

• Proven experience developing and executing online program marketing and recruitment strategies.

• Excellent communication, organizational, and time management skills.

• Ability to multitask, prioritize, and lead in a fast-paced environment.

• Proficiency with database systems, CRM platforms, and digital marketing tools.

• Demonstrated ability to work in and foster an environment of respect, professionalism and civility with a population of faculty, staff, and students from all backgrounds and experiences, or a commitment to do so as a staff member at VCU.

Preferred Qualifications

• Master's degree in a related field

Other Position Details

• This position is 100% remote, with availability for on-campus work as needed.

• This requisition will be open through October 27, 2025.

Salary Range: Commensurate with Experience

FLSA Exemption Status: Exempt

Hours per Week:

Restricted Position: No

ORP Eligible: Yes

Flexible Work Arrangement: Fully Remote