Coordinator for Admissions CRM

Shenandoah University’s Office of Admissions is accepting applications for a Coordinator for Admissions CRM. This is a full-time benefited position located on our main campus in Winchester, Virginia.

Position Summary

The Coordinator for Admissions CRM supports Shenandoah University's recruitment of prospective freshmen, transfer, graduate, international, and visiting students by developing and executing the university's multi-channel Admissions CRM (Customer Relationship Management) platform. Reporting to and working closely with the Assistant Director for Admissions CRM Messaging, the coordinator builds and maintains communication flows, recruitment campaigns, and data processes that provide high-quality service to prospective students and families throughout the prospect, recruitment, admissions, and enrollment stages.

This role blends technical systems work with project management and cross-functional collaboration, and requires comfort working across university databases, CRM platforms, vendor systems, and the Microsoft and Mac/Apple environments. The coordinator creates and maintains email templates in line with university branding guidelines, ensures data integrity across CRM imports and SFTP feeds, and helps distribute and track Admissions' inventory of print and email recruitment materials. The coordinator is a fully participating member of the External Affairs division and is expected to work with minimal supervision in a fast-paced, deadline-driven environment.

Essential Duties And Responsibilities:

CRM Campaign & Communication Management-

• Build, distribute, and manage established communication flows, recruitment campaigns, and ad hoc campaigns in the Admissions CRM, as initiated by the Assistant Director.
• Collaborate with the technical team to set audience specifications, campaign flows, data structures, and targets for recruitment communications.
• Edit, update, and refresh messaging across the university's library of 500+ communication plans, applying current admissions trends and knowledge of Shenandoah's programs to keep messaging competitive.
• Develop professionally crafted, competitive email content for prospective graduate, transfer, and freshman students and their families at strategic points in the recruitment cycle.
• Prepare and maintain calendars and schedules for recruitment campaigns across freshman, transfer, and graduate communication plans.
• Implement timely content that addresses emerging needs during the recruitment cycle, as identified by Admissions administration.

Data Management & Quality Assurance-

• Perform CRM query builds, troubleshooting, and data imports; execute database functions including list management and data integrity, coordinating with Word and Excel as needed.
• Prepare and map import data files (Excel) from sources such as College Board, the Centralized Application Service (CAS), and vendor media files; quality-check completed imports and support other system downloads and mappings as needed.
• Conduct regular quality-assurance audits of prospect, inquiry, and application imports and communications, and take corrective action as needed.
• Identify and anticipate efficiency and accuracy issues within areas of responsibility, and develop solutions.
• Ensure all work meets the accuracy, timeliness, and accreditation standards established by supervisors.

Reporting & Analytics-

• Track and measure the success of email and print communication outreach; report findings and identify improvements based on open rates, click-through rates, response rates, and other key performance indicators.

Systems & Technology-

• Learn and apply coding and analytical functions within the CRM, and build proficiency in Microsoft Excel to meet quality assurance expectations and schedules.
• Work independently to gain proficiency in Ellucian Colleague SIS, Slate CRM, Etrieve CMS, and other technologies used by the Admissions Systems team.
• Identify and implement opportunities to use technology in support of recruitment and enrollment.

Materials & Inventory-

• Maintain and track inventory of Admissions print publications, travel materials, and collateral stock, and distribute bulk mailings.

Team Support & Collaboration-

• Assist in overseeing and engaging student employees to ensure accurate, efficient data entry and processing of prospect, inquiry, and application materials.
• Build collaborative relationships with Admissions team members and campus-wide partners through professional, accurate, and timely communication.

Professional Development & Institutional Knowledge-

• Develop expertise in Shenandoah University's environment, programs, activities, and brand.
• Maintain current knowledge of national admissions trends, target population needs, and competitor institutions, and apply that knowledge to craft concise, impactful messaging.
• Understand the full admissions cycle and best practices in higher education marketing.
• Stay current with trends in electronic message design and dissemination.

Additional Responsibilities:

• Recruit prospective students by working with students, families, and high school and college counselors at the inquiry, application, acceptance, and deposit stages, both independently and as part of the admissions and enrollment teams.
• Implement recruitment strategies and initiate, plan, and execute special projects that support enrollment goals and objectives.
• Participate in on-campus recruitment events throughout the year; some evening and weekend events are required.
• Represent the university at off-campus events as needed (e.g., conferences, training, in-state and out-of-state travel), adhering to university travel policies and procedures.