Director of Strategic Enrollment Management

Bentley School•Lafayette, CA

21h•$165,000 - $200,000

About The Position

Bentley School is a K-12 co-educational, independent day school located on two campuses in Oakland (K-8) and Lafayette (9-12), California. Founded in 1920, Bentley School's legacy of excellence in teaching and learning maximizes student success in college and throughout their lives. Bentley is an inclusive community that shares a vision of academic achievement, balance, and the cultivation of character. The Director of Strategic Enrollment Management provides innovative leadership in all aspects of enrollment, overseeing admission practices, outreach, and financial aid. As a critical partner to the Head of School and a member of the Senior Administrative Team, this leader drives enrollment growth and tuition revenue while enhancing the school's visibility through strategic marketing and branding. The Director has ultimate responsibility for the entire student lifecycle: sourcing, attracting, yielding, enrolling, and retaining students.

Requirements

Demonstrates a proactive approach to finding students and identifying new recruitment pipelines locally and beyond.
Provides a welcoming and inclusive experience for prospective families, ensuring they feel supported from their first inquiry through enrollment.
Maintains a growth mindset and the capacity to work effectively in a fast-paced, dynamic environment where priorities may shift based on market trends.
Possesses the resilience and perspective necessary to navigate the complexities of the admissions cycle with grace and a positive attitude.

Nice To Haves

Bachelor’s degree required; Master’s degree preferred.
Minimum of 5 years of leadership experience in enrollment management, with a demonstrated background in executing marketing and communications strategies.
Mastery of admissions databases (e.g., Ravenna, Blackbaud) and marketing tools including Canva, social media management, and CMS web editing.
Exceptional writing and public speaking skills, with the ability to pivot seamlessly between strategic marketing copy and empathetic family correspondence.
Ability and willingness to work evenings and weekends as required, to lead and attend recruitment events, open houses, and community outreach initiatives.

Responsibilities

Strategic Leadership & Data Analysis
Strategy Development: Partner with school leadership to set data-informed enrollment and tuition goals and guide a multi-year strategy for long-term growth across both the Oakland (K-8) and Lafayette (9-12) campuses.
Proactive Recruitment: Take the initiative to actively find and attract students through dynamic and robust recruitment initiatives.
Market Research: Conduct ongoing research into local demographics, regional economies, and competitor landscapes to anticipate challenges and opportunities.
Data Utilization: Master enrollment and financial aid platforms (e.g., Ravenna, Blackbaud, Clarity) to monitor trends, strengthen recruitment pipelines, and provide regular reporting to the Head of School and Board of Trustees.
Direct Marketing & Communications Leadership
Content Strategy: Serve as the primary architect for the school’s recruitment messaging. This includes the development of the viewbook, website content, digital advertising, and social media presence.
Campaign Execution: Lead the admissions team in the hands-on creation and distribution of all admission-related communications, including email workflows, event invitations, and press releases.
Brand Stewardship: Ensure a consistent "Bentley Voice" across all external touchpoints to enhance the school’s visibility and reputation in the East Bay and beyond.
Public Relations: Act as the chief spokesperson for the school at community events, school fairs, and networking functions.
Admissions, Outreach & Financial Aid
Lifecycle Management: Oversee a welcoming admission process, ensuring prospective families experience warmth and clarity from initial inquiry through enrollment.
Financial Aid Policy: Partner with the Head of School and CFO to set tuition assistance policies and collaborate with the CFO and Controller on financial aid decisions including evaluating financial aid applications and allocation of awards.
Events: Design and execute high-impact recruitment events, including open houses, tours, and assessments for both campuses.
Team Management & Operations
Staff Supervision: Lead and mentor a team of three, proactively enhancing team processes to maximize institutional impact while providing the supportive leadership needed to sustain a high-performing enrollment office.
Budgetary Oversight: Manage the admissions and marketing budget, ensuring the strategic allocation of resources for maximum return on investment.
Retention: Coordinate the re-enrollment process in partnership with Division Heads and the Business Office, tracking attrition and implementing internal community-building initiatives to retain current families.