California State University, San Bernardino (CSUSB) is one of 23 campuses in the California State University system. Located equidistant between Los Angeles and Palm Springs, CSUSB serves the expansive San Bernardino and Riverside Counties (also known as the Inland Empire), whose more than 4 million residents live in 27,000 square miles – an area larger than ten states. Voted the most beautiful CSU campus by students, CSUSB is nestled in the foothills of the picturesque San Bernardino Mountains, which provide a stunning backdrop to the 441-acre park-like campus. Cal State San Bernardino is a preeminent center of intellectual and cultural activity for the Inland Empire. With five academic colleges, along with a college of extended learning and a branch campus in Palm Desert, CSUSB enrolls more than 20,000 students and employs more than 2,300 faculty and staff. A minority-serving institution, the campus reflects the rich and dynamic diversity of the region and has as diverse a student population as any university in California.

The Position

The Responsiblities of the Position

Reporting to the Provost and Vice President for Academic Affairs and serving on the Academic Affairs senior leadership team, the associate vice president for enrollment management provides leadership for the development, implementation, communication, and ongoing assessment of a comprehensive and strategic approach to enrollment services at the San Bernardino and Palm Desert Campuses. In consultation and collaboration with key university constituents, the associate vice president develops annual and multi-year campus full-time equivalent student (FTES) and revenue targets, enrollment goals, policies, and strategies. The associate vice president will actively collaborate and consult with leadership across the division, university, and the external communities to ensure that the University achieves enrollment goals at both campuses. Additionally, the associate vice president provides administrative oversight, leadership, and data-informed direction for a comprehensive enrollment planning and management model to achieve optimum enrollment profile and revenue targets. The administrative offices reporting to this position include Admissions, Outreach and Transitions, Financial Aid and Scholarships, and the Registrar’s Office. The associate vice president is responsible for planning for and ensuring that fiscal, human, and technological resources are effectively managed to provide quality services and programs that are welcoming and responsive to the needs of colleges and departments within the division of Academic Affairs as well as Student Affairs.

Qualifications and Characteristics of the Successful Candidate

A master’s degree (terminal degree preferred) from an accredited institution and significant, documented, progressively responsible management experience in enrollment management are required. Additionally, the following qualifications will be expected of the associate vice president:

  • broad and extensive experience and ability to successfully lead and manage a complex enrollment management unit, including overseeing and managing a large staff of professionals and complex budgets;
  • demonstrated ability to work collaboratively with all university constituencies, including experience collaborating with Student Affairs in support of student success efforts and initiatives;
  • demonstrated knowledge of the principles, practices, and procedures of enrollment services, including data analysis, use of technology, and best practices;
  • extensive experience using a strategic and analytically sophisticated approach to modeling and managing a multi-year enrollment strategy for the university that takes into account needs and opportunities at the campus, college, department, and program levels;
  • extensive leadership experience developing and implementing a strategic plan for enrollment that uses data and rigorous analysis to establish measureable objectives and goals;
  • extensive leadership experience in promoting the importance of enrolling, retaining, and graduating a talented and diverse student body;
  • demonstrated experience developing and supporting an enrollment management staff that is student-centered, results-oriented, and achieves operational excellence;
  • demonstrated experience in effective utilization and development of human, fiscal, and technological resources in the delivery of services;
  • comprehensive knowledge of enrollment issues, trends, policies, processes, and functions; and
  • service orientation and experience with and commitment to technology-mediated approaches to serving students.

In order to succeed in this important position, campus stakeholders offered the following suggestions for personal characteristics which should be sought in the associate vice president for enrollment management:

  • one who understands 21st-century staff management and is a transparent collaborator who is acutely aware of CSUSB’s position within the community and regional landscape;
  • one who has a sense of humor and seeks joyful engagement;
  • a visionary who will collaborate with the Provost and CSUSB faculty to continue to develop undergraduate pipeline programs;
  • one who values data and data-driven decisions and who will be a partner in establishing and achieving institutional enrollment goals;
  • one who is a strong listener;
  • one who “sees the big enrollment and retention picture,” i.e., who will collaborate with the Academic Affairs team to review processes and recommend changes to increase efficiencies;
  • one who has an innovative approach to financial aid awarding and will work to enhance the communication of admission acceptances and financial aid packages earlier so that students can make well-grounded decisions;
  • one who has a strong interest in growing diverse populations, drawing from within the San Bernardino region;
  • one who is innovative with recruiting trends and understands the recruitment landscape in California and the competitive nature of that landscape;
  • an individual with emotional intelligence who will mentor and lead the enrollment management team;
  • one who understands the entire cycle of enrollment, including recruitment, enrollment, and retention, as well as the needs of the first generation college bound students and families which can impact that cycle;
  • one who is innovative, will build a collaborative team, and desires to work in a non-siloed environment;
  • collective bargaining staff management experience will be a plus;
  • a creative problem-solver; one who can successfully balance the executive orders from the CSU system as well as from senior administration at CSUSB;
  • one who can manage both up and down;
  • one who is technologically savvy and enjoys gathering, analyzing and presenting data and implementing data-driven decisions;
  • one who will take time to understand the CSUSB student community, i.e., large percentage of first-generation students who are also financially needy and may have family financial responsibilities;
  • a strategic thinker and transparent and ethical leader;
  • one who will “listen to folks in the trenches”;
  • a change agent who can both remove barriers and manage change;
  • one who will advocate for the enrollment management area to secure the resources, including human, financial and technological, to provide excellent customer services to all students;
  • one who will collaborate with the Institutional Research team on reviewing data in order to shape the incoming class and project yield; and
  • one who will welcome the opportunity to work with President’s Cabinet members who are also experts in the enrollment management arena.

History of the Position

Due to an institutional organizational restructuring, this position will report to the Provost and Vice President for Academic Affairs and will oversee the Admissions, Outreach and Transitions, Financial Aid and Scholarship, and Registrar’s Offices, planning for and ensuring that fiscal, human and technological resources are effectively managed to provide quality services and programs that are welcoming and responsive to the needs of students as well as colleges and departments within the divisions of Academic Affairs and Student Affairs.

Likely Opportunities, Priorities, and Challenges of the Position

As with many institutions, the recognition of the need to “recruit alumni,” and not just students to fill the seats, is becoming increasingly important on the CSUSB campus, as retention of students continues to be a top priority. The realignment of the Enrollment Management team within the Academic Affairs division is an opportunity to enhance collaboration efforts with the faculty members and academic deans on enrollment planning, recruiting, and admission of students who are most likely to be academically successful. Additionally, the institution’s commitment to the greater San Bernardino community and to those living in San Bernardino and Riverside Counties, the two fastest-growing counties in the Inland Empire, in particular was stressed as an opportunity for community engagement and collaboration.

The CSUSB campus is currently preparing for the transition from a quarter-based to a semester-based academic calendar by the fall of 2020. Marketing and communicating this transition to both current and prospective students has been extensive, with the greatest impact on the current students. CSUSB is the last school within the CSU system to make the change and the community is ready, though there is a lot of work involved in the transition. With a “Q2S” staff member embedded in the Financial Aid Office, the impact on all students is expected to be minimized as systems, courses, etc., are being re-designed to accommodate the academic calendar.

Measures of Success for the Position

At an appropriate interval after joining California State University, San Bernardino, a number of accomplishments will initially define success for the new Associate Vice President for Enrollment Management:

  • The Associate Vice President will have reviewed organizational strengths and weaknesses and will have outlined the strategic direction and long-term plan for the Division of Enrollment Management consistent with the University’s mission and goals.
  • The Associate Vice President will have hired a Director of Financial Aid and Scholarships to fill the position vacated by the director who retired in 2018.
  • It will be important for the Associate Vice President to assess the skills and knowledge of the staff, develop a strong sense of teamwork among staff, and build working relationships with Academic affairs, faculty, staff, students, and external vendors that emphasize an engaging and collaborative work environment.
  • The Associate Vice President will maintain a proactive, highly visible, well-respected, and established leadership presence on and off campus that is credible, collegial, and highly effective.
  • The Division of Enrollment Management will be defined as a strong, highly functioning, well-regarded, and resilient team that works with synergy and shared purpose, readily collaborating across departmental and division lines with a demonstrated commitment to enrolling students who will thrive at CSUSB, graduate, and become engaged alumni.
  • In collaboration with other key university stakeholders, the Associate Vice President for Enrollment Management will be tasked with providing leadership for a campus-wide, collaborative effort focused on student enrollment and retention. The vice president will be expected to demonstrate transparency, a willingness to collaborate with all internal and external stakeholders, and to provide vision, leadership, transparency, and accountability.

An Overview of the Enrollment Management Division


Institution & Location

Institutional Background

California State University, San Bernardino is a preeminent center of intellectual and cultural activity in Inland Southern California. Opened in 1965 and set at the foothills of the beautiful San Bernardino Mountains, the university serves more than 20,000 students each year and graduates about 4,000 students annually.

The “value added” by a CSUSB education ranks in the top 4 percent in the nation, according to the Collegiate Learning Assessment, a sequence of tests used by hundreds of colleges and universities nationwide that measure student learning in the freshman and then again in the senior year. First-to-second year retention rates are third-highest among all CSU campuses.

CSUSB reflects the dynamic diversity of the region and has the most diverse student population of any university in the Inland Empire, and it has the second highest African American and Hispanic enrollments of all public universities in California. Seventy percent of those who graduate are the first in their families to do so.

The university offers more than 70 traditional baccalaureate and master’s degree programs, education credential and certificate programs, and a doctoral program. In recent years, CSUSB added its first doctorate (educational leadership), engineering program (computer science and engineering), and M.F.A. programs in creative writing and studio art/design. Every CSUSB academic program that is eligible has earned national accreditation. The university also is home to the California Professor of the Year (Stuart Sumida).

Cal State San Bernardino has seen records in enrollment, diversity of faculty and students, grant and contract funding, overhead funds, fundraising, and international programs development. CSUSB ranks as the second-safest among all 33 public universities in California.

Cal State San Bernardino is listed among the best colleges and universities in the western United States according to The Princeton Review, Forbes, and U.S. News and World Report, in their respective annual rankings. It also is part of the President’s Higher Education Community Service Honor Roll, With Distinction – the highest federal recognition a college or university can receive for its commitment to service-learning and civic engagement. In addition, it is a “Military Friendly School” according to G.I. Jobs. CSUSB’s College of Business and Public Administration was named by European CEO Magazine as one of the four most innovative business schools in the U.S. and among the top 18 in the world. The Sierra Club named CSUSB one of “America’s Coolest Schools.”

The university has an annual statewide economic impact of more than half a billion dollars, along with more than $32 million in yearly statewide tax revenue.

San Bernardino, California

San Bernardino is a city located in the Riverside-San Bernardino metropolitan area (sometimes called the Inland Empire). It serves as the county seat of San Bernardino County, California. As one of the Inland Empire’s anchor cities, San Bernardino spans 81 square miles on the floor of the San Bernardino Valley, and has a population of 209,924 as of the 2010 census.

San Bernardino is the 17th-largest city in California, and the 100th-largest city in the United States. San Bernardino is home to numerous diplomatic missions for the Inland Empire, being one of four cities in California with numerous consulates (the other three being Los Angeles, San Diego, and San Francisco).

California State University, San Bernardino is located in the northwestern part of the city. The university also hosts the James & Aerianthi Coussoulis Arena. Other attractions in San Bernardino include ASU Fox Theatre; the McDonald’s Museum, which is located on the original site of the world’s first McDonald’s; California Theatre; the San Bernardino Mountains; and San Manuel Amphitheater, the largest outdoor amphitheater in the United States. In addition, the city is home to the Inland Empire 66ers baseball team, which plays its home games at San Manuel Stadium in downtown San Bernardino.

In the foothills of the San Bernardino Mountains lies the University District, which is a commercial area designed to support California State University with shopping, dining, and high-density residential space.

The city of San Bernardino is in the process of developing a historic district around the 1918 Santa Fe Depot, which recently underwent a $15.6 million restoration. When completed, this area will connect to the downtown district with period street lights and street furniture, historic homes and other structures, a new museum, coffee bars, and a mercado with an architectural style in keeping with the Mission Revival station.

For more information, visit the Chamber of Commerce at

Vision Statement

CSUSB aspires to be a model for transforming lives.

Mission Statement

CSUSB ensures student learning and success, conducts research, scholarly and creative activities, and is actively engaged in the vitality of our region. We cultivate the professional, ethical, and intellectual development of our students, faculty, and staff so they thrive and contribute to a globally connected society.

Core Values

As a university community, these core values are the driving force that moves us to accomplish our mission and goals:


We affirm and are committed to the value of all kinds of differences among students, faculty, and staff. Inclusivity that is broad and deep makes us a healthier and more productive organization and builds a culture that fosters engagement and diverse perspectives.


We support and believe in an innovative culture and attitude that fosters the creative and deliberate application of teaching, research, scholarship, and service for effective education.


We affirm and are committed to the truth. We demonstrate our integrity by being ethical, matching what we say with what we do, and by ultimately taking responsibility for our actions.


We believe in and are committed to the virtue of respect and will treat everyone with courtesy and kindness.

Social Justice and Equity

We believe in, affirm, and are committed to the equal value and dignity of all people. Fairness and equity are more than equality. We actively seek to eliminate barriers for those who are disadvantaged and disempowered so they may participate fully in university life.


We affirm and are committed to the sustainability of our university by forward thinking, learning from both successes and mistakes, being proactive in moving our university forward, and by providing opportunities for continued growth and development.


We affirm and are committed to the importance of transparency both internally and externally. We believe in honesty and openness in our decisions and processes, subject to legal and ethical confidentialities. Understanding we are a public institution, we are also up front and open to the community and residents that we serve about the decisions we make and the actions we take.

Wellness and Safety

We affirm and are committed to protecting and enhancing the health, wellness, and safety of ourselves, our colleagues, our students, and our stakeholders. We believe a healthy university is one in which there is collegial collaboration and continual use of improvement processes that ensure a safe and healthy workplace for all.

Strategic Plan

CSUSB Strategic Plan 2015-2020

Goal 1 –  Student Success

Goal 2 – Faculty and Staff Success

Goal 3 – Resource Sustainability and Expansion

Goal 4 – Community Engagement and Partnerships

Goal 5 – Identity

To read the Strategic Plan 2015–2020, please visit:


Dr. Tomás D. Morales, President

Tomás D. Morales was selected as the president of California State University, San Bernardino in May 2012. He is the university’s fourth president since it opened in 1965. Previously, Morales was president of the College of Staten Island, The City University of New York (CUNY), since 2007.

From 2001 to 2007, Morales served in various capacities at California State Polytechnic University, Pomona, including provost and vice president for academic affairs, vice president for student affairs, and professor of education. Prior to joining Pomona, Morales was vice president for student affairs and dean of students at The City College of New York/CUNY from 1994 to 2001. He provided strategic leadership, restructured the Student Services Corporation, and implemented a new student-centered model for the Division of Student Affairs. From 1992 to 1994, Morales was assistant dean of the School of Education at the State University of New York (SUNY), New Paltz.

He holds a BA in history from SUNY, New Paltz, and earned his MS and PhD in educational administration and policy studies from SUNY, Albany. Having served as an educator and administrative leader in higher education for 41 years, he is one of the few higher education administrators in the United States who has held senior administrative positions at the three largest public university systems in the nation: The California State University, The State University of New York, and The City University of New York.

Morales is actively involved with several national organizations. He currently serves as chair of the Governing Board of the Hispanic Association of Colleges and Universities and on the Executive Committee of the Coalition of Urban and Metropolitan Universities. In addition, he previously served as chair and board member of the American Association of State Colleges and Universities, as well as co-chair of AASCU’s National Task Force on College Readiness, which released the report “Serving America’s Future: Increasing College Readiness,” a comprehensive examination that advocates approaches for public institutions to take.

He also previously served on the board of directors of the American Council on Education, the American Council on Education’s Commission on Racial and Ethnic Equity, and the National Information and Communication Technology Literacy Policy Council.

In May 2012, he was awarded an honorary doctorate of humane letters from his alma mater, SUNY, New Paltz, where he was the featured commencement speaker. In recognition for his service to education and his passion for the sport, the baseball field at the College of Staten Island was named in his honor as the Tomás D. Morales Baseball Field.

For his lifelong dedication to improving the access and quality of public higher education, he has been recognized with numerous awards, including the Distinguished Leader in Education Award from Education Update; the Lifetime Achievement Award in Education from the New York League of Puerto Rican Women, Inc.; Effective Leadership Golden Age Award from the Latino Center on Aging; Latino Trendsetter Award at the United Nations; the IMAGEN Certificate Award from U.S. Citizenship and Immigration Services; the Professional Achievement Award from Boricua College; the Hispanic Leadership Award from the Boy Scouts of America; the Outstanding Leadership in the Service of Youth Award by the National Honor Society at Susan E. Wagner High School; and the Louis R. Miller Award from the Staten Island Chamber of Commerce and Staten Island Advance.

Tomás and his wife, Evy, have been married for over 40 years. They have three grown children (sons Thomas and Omar Morales, daughter Amanda Jimenez) and six grandchildren.

Dr. Shari McMahan, Provost and Vice President for Academic Affairs

Shari G. McMahan was named provost and vice president for academic affairs at California State University, San Bernardino in September 2016. She is the first woman in the university’s history to lead the division. Prior to joining Cal State San Bernardino, McMahan served as deputy provost at California State University, Fullerton since 2014. In this role, she managed a wide and impressive portfolio, including the following academic units: Enrollment Services; Academic Operations and Finance; Institutional Research and Analytical Studies; Research, Creative Activities and Technology Transfer; University Library; Faculty Affairs and Records; the Faculty Development Center; Online Education and Training; Satellite Campus Operations and Initiatives; and the Center for Excellence in Supplemental Instruction.

She has been awarded more than $4 million in external funding. Major projects funded include: the North Orange County Allied Health and other Health Careers Opportunity Program (NOCA HCOP), funded by the Health Resources and Services Administration; the CSUF ADVANCE (Increasing the Participation and Advancement of Women in Academic Science and Engineering Careers) -IT-Catalyst Project, funded by the National Science Foundation; The California-Nevada Public Health Training Consortium, funded by the Health Resources and Service Administration; and An Interdisciplinary Approach to Prevent Childhood Obesity, from Infancy to Adults, funded by the Centers for Disease Control.

Additionally, she has authored more than 45 peer-reviewed journal articles, given dozens of scientific and community presentations, and served on numerous professional tasks force. She has been a member of the Association of American Colleges and Universities since 2012.

McMahan received a bachelor’s degree and PhD in social ecology from UC Irvine and a master’s degree in health science from Cal State Northridge. She has an academic appointment as a full professor in the College of Natural Sciences, Department of Health Science and Human Ecology at Cal State San Bernardino.

The Academic Program

The university offers degree, credential, and certificate programs and is organized into six academic colleges:

  • College of Arts and Letters
  • College of Business and Public Administration
  • College of Education
  • College of Extended and Global Education (CEGE)
  • College of Natural Sciences
  • College of Social and Behavioral Sciences

The Student Body

Fall 2017 Stats

CSUSB student population – 20,461 (FTES 17,967)

CSUSB students come from:

  • 86 percent – San Bernardino and Riverside counties
  • 6 percent – other California counties
  • 7 percent – other countries
  • <1 percent – out-of-state

Highlights of the 20,461 students:

  • 12,410 (61 percent) – female
  • 8,051 (39 percent) – male
  • 89 percent seeking an undergraduate degree
  • 85 percent attend on a full-time basis
  • 81 percent are first-generation college students (parents without a bachelor’s degree)
  • 62 percent of our undergraduates are low-income students (Pell Grant recipients)

Student diversity:

  • 61 percent – Hispanic
  • 13 percent – White
  • 7 percent – non-resident foreign students
  • 5 percent – African American
  • 5 percent – Asian

Student classification:

  • 22 percent – freshmen
  • 13 percent  – sophomores
  • 24 percent  – juniors
  • 31 percent  – seniors
  • 2 percent  – post-baccalaureate students
  • 8 percent – masters
  • <1 percent – doctoral students

Average age:

  • 22 – Undergraduate students
  • 32 – Graduate/post-baccalaureate students

Our current student success measures are as follows:

  • First-to-second year retention rate of first time full-time freshmen is 85 percent
  • Four-year graduation rate is 14 percent
  • Six-year graduation rate is 54 percent

At admission:

  • 56 percent of first time freshmen required some form of developmental coursework in Math and/or English
  • 19 percent needed both Math and English
  • 33 percent needed Math only
  • 5 percent needed English only

Benefits Overview

  • Health insurance
  • Dental insurance
  • Vision insurance
  • Life insurance
  • Employee assistance program
  • Retirement plans
  • Long-term disability insurance

For more information about benefits, go to

Application & Nomination

Review of applications will begin immediately, and continue until the position is filled. Applicants are required to attach a Cover Letter, which includes a Diversity Statement, and a Resume. The Diversity Statement must provide specific examples of how your educational and/or professional experiences, background, or philosophy demonstrates your commitment to diversity and equity, and how these prepare you to contribute to California State University, San Bernardino. (Maximum of 1 page included with your cover letter.) To apply for this position please click on the Apply button, complete the brief application process, and upload your resume and position-specific cover letter. Nominations for this position may be emailed to Kendra E. Dane at Applicants needing reasonable accommodation to participate in the application process should contact Spelman Johnson at 413-529-2895.

Visit the California State University, San Bernardino website at:

California State University, San Bernardino is an Affirmative Action/Equal Opportunity Employer. We consider qualified applicants for employment without regard to race, religion, color, national origin, ancestry, age, sex, gender, gender identity, gender expression, sexual orientation, genetic information, medical condition, disability, marital status or protected veteran status.

A background check (including a criminal records check) must be completed satisfactorily before any candidate can be offered a position with the CSU. Failure to satisfactorily complete the background check may affect the application status of applicants or continued employment of current CSU employees who apply for the position.

The person holding this position is considered a `mandated reporter’ under the California Child Abuse and Neglect Reporting Act and is required to comply with the requirements set forth in CSU Executive Order 1083 as a condition of employment.

This position may be “Designated” under California State University’s Conflict of Interest Code. This would require the filing of a Statement of Economic Interest on an annual basis and the completion of training within 6 months of assuming office and every 2 years thereafter.

This position adheres to CSU policies against Sex Discrimination, Sexual Harassment, and Sexual Violence, including Domestic Violence, Dating Violence, and Stalking. This requires completion of Sexual Violence Prevention Training within 6 months of assuming employment and on a two-year basis thereafter. (Executive Order 1096)