Associate Vice President of Enrollment, Marketing & Communications at The Evergreen State College

As an innovative public liberal arts college, Evergreen emphasizes collaborative, interdisciplinary learning across significant differences. Our academic community engages students in defining and thinking critically about their learning. Evergreen supports and benefits from local and global commitment to social justice, diversity, environmental stewardship and service in the public interest.

The Evergreen State College Mission

The Evergreen State College, a public liberal arts college and a College that Changes Lives, located in Olympia, Washington, seeks applications and nominations for an experienced and innovative leader to serve in the inaugural role of Associate Vice President of Enrollment, Marketing & Communications. In this newly created position, the Associate Vice President will work to create and sustain a culture of collaboration and excellence, motivating colleagues and cultivating synergistic relationships across Evergreen’s vibrant community. 

As the chief enrollment officer, the selected individual will lead the areas of Admissions, Financial Aid, Registration and Records, Student Employment, and the Veterans Resource Center. In addition, the new AVP will oversee marketing and communication efforts for the entire institution, including the management of the public relations, communications strategies, marketing and branding, photo and videographic production, writing/editing, web and social media staff.

The Position

The Associate Vice President is responsible for providing collaborative leadership and creating, directing, implementing, and assessing a comprehensive enrollment and marketing strategy in support of Evergreen’s overall mission, goals, and objectives. This position reports to the Executive Vice President, serves as a member of the President’s Executive Leadership Team, and participates in institution-wide enrollment strategy planning and policy development. The position promotes and sustains Evergreen’s commitment to and aspirations for greater equity, diversity, and inclusion of under-represented populations in its campus community through the development of proactive, strategic, and sustained initiatives for progressive institutional growth. The position will ensure enrollment management and marketing policies, practices, structures, resources, and technologies contribute to a diverse and inclusive climate and represent diverse abilities and beliefs. 

As the chief enrollment officer, the AVP will provide oversight for the development, implementation, coordination, and evaluation of the College’s strategic enrollment initiatives and outcomes, while providing vision and leadership to the College in all areas of enrollment management. The chosen candidate will be responsible for all undergraduate and graduate enrollment growth and demonstrate creativity in the development of innovative tactics and plans to build enrollments for traditional, international, transfer, underrepresented, Veterans, and online populations.

In addition, the Associate Vice President will be responsible for strategic direction,

vision and management of the college’s branding, communications, marketing, and reputation management functions. As the lead of the Marketing and Communications Office, the AVP will guide a staff of marketers, designers, and communications professionals in the creation of content advancing the college’s mission and goals. This position directs planning, strategies, and activities to accomplish these goals, including Evergreen’s print and digital marketing, social media, website, reputation and branding, public relations outreach, and issues and emergency communication. The incumbent ensures that all marketing and communications efforts work together in harmony and messages are delivered consistently across all media to important audiences. The AVP will work closely with the team to prioritize, manage, and track projects, ensure high-quality management of creative and communications staff, and tight alignment of all work toward Evergreen’s top goals.

Essential Functions

The expectations for the Associate Vice President require that the successful candidate possess the ability and experience to accomplish the following essential functions:

Leadership

• Provide overall leadership, direction, and management of Enrollment Services and Marketing, integrating best practice, equity and inclusion, attention to sensitive nature of issues, and compliance with the law.
• Advocate for student needs and concerns and advance student engagement in decision-making to promote positive institutional change.
• Communicate and consult regularly with the President and Executive Vice President on direction and effectiveness of marketing and enrollment efforts; assist the leadership as necessary with special projects and assignments; serve as the principal administrator and advisor on all communication and enrollment related matters.
• Represent the College to external audiences in a variety of official capacities; serve as an articulate spokesperson for the distinct nature of the Evergreen educational program.
• Utilize CRM systems to track and manage leads, segment audiences, and optimize communication strategies.
• Work with College leaders in the successful positioning of new academic programs and the repositioning of existing academic programs in the College’s recruitment markets to maximize enrollments.
• Contribute to the effective management of the college as a member of the college’s executive leadership team, working collaboratively with academic and administrative leaders.
• Oversee and direct the human and financial resources of Enrollment Services, leading a diverse team of qualified professional staff including four direct reports; supervise a marketing and communications team, which includes three direct reports.
• Recruit, hire, supervise, develop, and evaluate professional and student staff from diverse backgrounds; build, empower, and sustain a strong unified enrollment and marketing division that will support enrollment, retention and marketing efforts.

Strategic Enrollment Management

• Provide leadership in designing the College’s enrollment strategies, optimizing use of financial aid, and developing and applying evidence-based enrollment policies and practices, including development and oversight of recruitment and retention programs covering the period that begins at initial points of contact with prospective students and continues through their admission, enrollment, and persistence to completion of their academic studies. 
• Establish organizational structures and electronic record and information systems, which result in greater efficiency and effectiveness in meeting student and institutional needs. 
• Chair the Enrollment Coordinating Committee, create and charge cross-college committees as necessary, and lead or serve on other committees as assigned.
• Lead the development, planning, implementation, and ongoing assessment of the next Strategic Enrollment Plan in partnership with the Director of Admissions and the Enrollment Coordinating Committee
• Lead the administration of the College scholarship and College tuition waiver programs and collaborate with the Advancement division in the planning and implementation of new scholarships.
• Address student concerns that merit senior level review, serve as a contact for students, parents, faculty, staff, alumni, and community members needing assistance and direction related to admissions, financial aid, registration, academic warning process, graduation, and other enrollment services matters.

Marketing & Communications

• Serve as a visionary leader, building Evergreen’s advertising, branding, marketing, and reputation strategy; work with the Board of Trustees, students, faculty, staff and alumni to explore, capture and leverage the essence of Evergreen.
• Develop and execute strategic marketing campaigns aimed at strengthening and supporting Evergreen’s mission and strategic objectives within the context of the college brand, attracting prospective students, and increasing enrollment.
• Create and optimize content for various marketing channels, including email, social media, website, and digital advertising; plan, execute, and measure cross-platform projects that carry consistent branding and messaging through all components, including print, web, advertising, social media, et al. 
• Analyze and interpret data from marketing campaigns to assess effectiveness and recommend improvements.
• Serve as adviser and editor of the President and Executive Vice President's speeches and addresses.
• Build and enhance relationships, marketing strategies, and programs to increase and coordinate networking opportunities with the media, community leaders, employers, and other key constituencies.
• Coordinate the effort to design, promote, and maintain a standardized look, feel, and functionality across all platforms, print and digital.
• Establish, document, implement, and review campus-wide graphic, web, and social media standards and style guides.
• Develop and formulate strategies and plans for enhancing and tracking the college’s marketing and communications efforts including use of analytics to guide desired outcomes.
• Oversee and coordinate messaging in a targeted, cohesive, and open manner for a wide spectrum of constituencies including prospective students and parents, faculty, alumni, trustees and volunteer leaders, friends and benefactors of the college, peer institutions, community and government representatives, and news media.
• Provide support and consultation to ensure cohesive and consistent communications across the college’s chief externally-focused operations: admissions, alumni relations, and marketing.
• Establish and provide guidance for all divisions of the college to differentiate messaging for different audiences that are consistent with college communications.
• Coordinate emergency and crisis communication.
• Develop and administer the Marketing and Communications Office budget and the college’s marketing budget.
• Collaborate with Advancement senior leaders on high-profile initiatives, communications, and events involving alumni, donors, and friends, such as campaigns, milestone anniversaries, Return to Evergreen, the Art of Giving and promoting donor and alumni stories, integrating these activities into the College's strategic marketing and communications plan.

Collaboration

• Work with the President, senior campus administrators, faculty, students, alumni, and the entire College community, to lead all enrollment management efforts. 
• Foster partnerships and work collaboratively with units across campus in recruiting students and developing policies.
• Develop, implement, and coordinate the annual commencement exercises through a collaborative cross-divisional steering committee that includes graduating students and appropriate staff. 
• Partner collaboratively and effectively with academic affairs, including faculty, to ensure the effective recruitment and retention of students.
• Interact with a wide range of culturally diverse constituencies and to foster a climate of multicultural understanding and appreciation.
• Collaborate with other institutional colleagues in developing retention strategies to improve student persistence.
• Work with the Chief Financial Officer, Executive Vice President, and Executive Associate to the Executive Vice President to assure effective and sound management of the college’s communications resources including annual operations budgets and grants.

Knowledge, Skills, and Abilities

Candidates for this position should have at least ten years of progressive experience, including five years working in a senior leadership role in an educational setting. An appreciation and demonstrated understanding of a mission driven institution is strongly desired. A bachelor’s degree is required, while an advanced degree is preferred. The candidate should have depth in the fields of enrollment and communications and marketing, or related fields.

The Associate Vice President will encounter a collaborative environment and sense of community, mission, and purpose. In return, this new leader is expected to possess the following qualities and characteristics:

• Experience as a proven, decisive, and highly skilled manager, who is open, flexible, and respectful of alternative points of view.
• A demonstrated commitment to and record of developing and implementing strategies that successfully recruit and retain students from traditionally underserved populations. 
• Considerable experience in data-driven enrollment operations that result in sustained growth in enrollment, academic quality, and diversity (Slate experience preferred).
• Advanced or expert knowledge of higher education enrollment and retention principles, practices, and strategies.
• Passion for supporting, directing and collaborating with a diverse staff and student body.
• Familiarity with college success programs such as TRIO and Upward Bound and the populations they serve.
• Excellent interpersonal, verbal, and written communication skills; ability to successfully converse with faculty, staff, students, and external constituents, make public presentations, and respond to difficult situations with a respectful and professional demeanor.
• Experience working with regional and national professional organizations.
• Familiarity and willingness to develop innovative solutions to recruiting and retaining both traditional and non-traditional college students, including those transferring from community colleges.
• Comprehensive understanding and appreciation of the needs and opportunities for strengthening Evergreen’s marketing, recruitment and retention practices.
• Appreciation for and understanding of public, tuition-driven institutions and how the enrollment management function impacts the success of these institutions.
• Proven ability to assist in shaping a comprehensive marketing and communications plan for the College in conjunction with other senior leadership.
• Strong understanding of and proficiency in financial aid leveraging; experience applying local, state, and federal laws and regulations related to financial aid and student affairs.
• Demonstrated knowledge of fundraising and alumni relations, with ability to understand marketing and communicating effectively for these purposes. 
• Ability to understand, summarize, and communicate complex policy and strategic issues.
• Advanced problem solving and conflict management skills and abilities; skill in and ability to exercise discretion and sound judgment in handling sensitive and/or confidential matters.
• Ability to work in a collaborative, consensus-driven decision-making environment.
• Understanding of the role of human, fiscal and technological resources in implementing effective communications strategies.
• Ability to develop and execute strategic messages while being both a leader and team player.
• Strong organizational and prioritization skills, a strong personal integrity and work ethic; ability to make ethical decisions in a changing environment and anticipate future needs.
• Cultural competence that supports college goals around diversity, equity, and inclusion; ability to interact with a wide range of culturally diverse constituencies and to foster a climate of multicultural understanding and appreciation.
• Leadership in managing a comprehensive strategic marketing and communications department including media relations, marketing, web, and communications programs to advance an organization’s mission and goals.
• Ability to measure and evaluate the effectiveness of an established communications strategy, including all vehicles and modes of communication.
• Keen creative and design sensibilities, with a strong understanding of the communications process from the development of creative concepts through production and implementation.
• Knowledge of current issues impacting higher education, including enrollment trends and modern enrollment and marketing strategies.
• Ability to implement change within an academic, educational, non-profit or relevant corporate organization in a manner that is effective and efficient.
• Ability to synthesize multiple ideas and produce results that address a wide variety of goals and objectives while staying true to core message and institutional identity.
• Proven ability to provide creative direction while collaborating with and inspiring and supervising a diverse creative team of professionals, students, and consultants. Advanced leadership skills and the ability to mentor and motivate people and encourage personal and professional growth.
• Excellent written, oral, interpersonal, and presentation skills including extensive and successful writing and editing skills and ability with a variety of print and online communications media.
• Strong analytical skills that enable understanding and decision-making around complex technological issues, especially those related to website management.
• Demonstrated skill in creation, execution, and analysis of digital media campaigns.
• Innovative thinker with a record of accomplishment for translating strategic thinking into action plans and implementation.
• Understanding of personnel procedures and requirements, including the ability to learn union contracts.
• Ability to manage, plan and monitor a complex multi-source budget, including efficiency in the use of resources.

The Evergreen State College

Evergreen is a public liberal arts and sciences college in Olympia, Washington. Created in 1967, Evergreen is founded on an innovative learning model that includes team teaching, cross-discipline studies, and hands-on experiences. Instead of choosing majors and minors, Evergreen students make their own path based on their interests and career goals. By taking courses taught by multiple faculty over multiple quarters, students have access to the time and resources they need to produce valuable, lasting work. Students create their own area of emphasis and graduate with a Bachelor of Arts, Bachelor of Science, or a dual Bachelor of Arts and Science. Evergreen also offers three Masters degrees: Master in Teaching, Master of Environmental Studies, and Master of Public Administration. 

Faculty at Evergreen assess a student’s learning and academic progress in narrative evaluations rather than grades. This way, students get a real sense of the progress they’ve made over their academic career. They are encouraged to pursue what’s important to them and to think critically about the work they do. Individual Learning Contracts give students the opportunity to pursue an advanced project of their own design. A faculty sponsor provides oversight, support, and advice while the student works independently. The faculty focus on teaching. They work closely with their students to help them meet their goals and encourage critical thinking and creative problem solving.

Because Evergreen’s learning model emphasizes collaboration, innovative thinking, and creative solutions, Evergreen graduates go on to be powerful changemakers in their communities and around the globe. Nearly half of Evergreen alumni go on to graduate school with 85% admitted to their first or second choice. The ability of Evergreen graduates to work in teams, communicate effectively, think critically and creatively, and address real-world issues leads to success in graduate school and the job market. Over the course of their studies, Evergreen students accumulate a detailed account of their work and progress in narrative evaluations. These evaluations provide a strong foundation for faculty recommendations and a useful resource for job and graduate school applications.

Social Contract

Members of the Evergreen community acknowledge their mutual responsibility for maintaining conditions under which learning can flourish-conditions characterized by openness, honesty, civility and fairness. These conditions carry with them certain rights and responsibilities that apply to us both as groups and as individuals. Their rights and responsibilities are expressed in Evergreen's Social Contract, a document that has defined and guided the college's values since its very beginning. The Social Contract is an agreement; a guide for civility and tolerance toward others; a reminder that respecting others and remaining open to others and their ideas provides a powerful framework for teaching and learning.

Strategic Plan

Evergreen aims to use its resources and capabilities to increase enrollment by 1,000 students within the next five years and to build a better environment for Evergreen’s students, staff, and faculty. The growth will enable Evergreen to achieve an enrollment level that will be the basis for sustainability and sustained long-term growth.

To inform their new Strategic Plan, Evergreen has engaged its broad community, inclusive of students, staff, faculty, Board of Governors, including alumni, and the Board of Trustees. After listening sessions, retreats, workshops, focus groups, surveys, and presentations, Evergreen has crafted a Strategic Plan with the following four goals. It is also developing a set of metrics for tracking and measuring successes to guide the phased implementation over the next five years.

Strategic Goal 1: Access and Enrollment

Evergreen aims to boost enrollment by 1,000 students during the next five years, driven by increased access, exceptional and transformative academic opportunities, and a commitment to meeting the diverse needs of students and their communities.

Strategic Goal 2: Student Learning, Retention, and Success

Evergreen will intensify its commitment to enhancing student engagement in coordinated, high-quality learning experiences and providing personalized support to drive academic success, foster personal growth, and ensure career readiness. We aim to increase student retention to 82% and graduation rates to 57% within five years.

Strategic Goal 3: Community, Culture, and Campus Climate

Evergreen will demonstrate continuous improvement in measures of climate, satisfaction, and belonging by striving to be a learning organization marked by a vibrant culture that promotes well-being, inclusivity, and joy, where every member is valued.

Strategic Goal 4: Innovation and Investment

Evergreen will fund operational excellence, innovation, and efficiency in support of the College’s mission and fiduciary responsibilities.

Evergreen's Commitment to Equity and Diversity

The Evergreen State College aims to cultivate a campus environment that is equitable, inclusive, and respectful to engage all students, faculty, and staff in courageous and compassionate learning.

Evergreen is proud to have a diverse community that includes students, faculty, and staff from a variety of racial, ethnic, and cultural groups; military veterans; LGBTQ+ communities; first-generation, low-income, and non-traditional age students; and students with disabilities.

Evergreen’s Mission Statement emphasizes its “local and global commitment to social justice, diversity, environmental stewardship and service in the public interest." They engage its community in pursuing our mission through our immersive and interdisciplinary learning experiences. To learn more about Evergreen’s commitment to equity and diversity, visit https://www.evergreen.edu/about/equity-diversity

Location

Olympia Campus

Evergreen’s main campus is nestled in a vibrant Pacific Northwest forest with its own beach on Puget Sound. The campus sits on 1,000 forested acres with trails leading to the college’s 3-acre Organic Farm and 3,000 feet of Puget Sound beachfront. Evergreen exists at a cultural crossroad. In one direction lies urban excitement. In another lies outdoor adventure. In yet another you’ll find many homegrown amenities. Students, faculty and staff have easy access to oceans, mountains, rain forests and some of America’s hippest cities. 

Tacoma Campus

Nestled in the historic Hilltop neighborhood, Evergreen Tacoma offers a dynamic and inclusive learning environment that celebrates diversity, innovation and community engagement. In Tacoma, Evergreen’s growing liberal arts program is focused on community, flexibility, and convenience; its unique curriculum reflects the diversity of our tight-knit learning community. Evergreen Tacoma has an annual theme and common readings among all students. Individual courses connect to the theme through many disciplines, covering a variety of academic interests. 

Olympia, WA

Located just 60 miles south of Seattle and 100 miles north of Portland, Olympia is a gateway to big cities, national forests, mountain ranges, and the Pacific Ocean. Olympia boasts over 900 acres of parkland—from small neighborhood nature trails to large, immersive forests and beaches. Residents can go surfing at Westport, ride go-carts at Ocean Shores, or visit the scenic northern Washington coastline near Ruby Beach and La Push to see migrating whales swim by, and ski enthusiasts can hit the slopes; Crystal Mountain, Washington’s largest ski resort, flanks the northeast corner of Mount Rainier National Park. Washington state has beautiful national parks, the Olympic National Park and Mount Rainier National Park to name just two. Find out more about the incredible, federally protected parks within a few hours' drive by visiting Washington National Parks.

To learn more about Olympia and the region, visit Experience Olympia and Beyond.

Compensation

Compensation for the position is expected to be between $140,000 and $180,000 and is based on the skills and experience of the selected candidate; consult with the NES search team for insights. Additionally, The Evergreen State College offers a comprehensive package of benefits, which includes: paid sick and vacation leave; paid campus holidays; a generous medical, dental, life and disability insurance package for employees and dependents; retirement; optional deferred compensation and optional supplemental retirement accounts. For more information about Evergreen’s excellent employee benefits, please view https://www.evergreen.edu/payroll/benefits-package. The selected candidate will reside in or near Olympia, Washington, in this visible campus and community-based leadership position.

TO APPLY

NES, a higher education search firm specializing in enrollment management searches, is assisting Evergreen in identifying the College's next Associate Vice President for Enrollment, Marketing & Communications. For more information, or to nominate someone for this position, contact Suzi Nam (suzi.nam@nessearches.com) or Laura Robinson (laura.robinson@nessearches.com). All conversations will remain confidential unless otherwise stated and agreed. Interested candidates should submit a résumé and a letter of interest describing their unique qualifications for the Associate Vice President position at Evergreen. Candidates should also provide the names and contact information of at least five professional references. For confidentiality, references will not be contacted without permission. For best consideration, all application materials should be submitted electronically to evergreen@nessearches.com no later than April 6, 2025. The position is campus-based, and the preferred start date is Summer 2025. 

Evergreen is an Equal Opportunity Employer. In all employment-related and student-related transactions, including the operation of all College programs, activities and services, the Evergreen State College will not discriminate on the basis of race, color, religion, creed, national origin, sex, sexual orientation, gender identity, gender expression, genetic information, marital status, age, disability, pregnancy, use of a trained service animal, or status as a disabled veteran, a Vietnam era veteran or other covered veteran.  Harassment on any of the above-stated grounds is a form of prohibited discrimination.  For additional information, see the Non-Discrimination Policy.