Director of Student Outreach - Administrator II (501621)

  • Cal State University (CSU) East Bay
  • Hayward, California
  • Aug 15, 2021
Full Time Administration and Management Human and Social Services

Job Description


Salary and Benefits

The salary range will be from $95,000 - $105,000 per year.

This position is a Management Personnel Plan (MPP) position in the CSU, and serves at the pleasure of the President.

The CSU enjoys a generous benefits program with employer paid life insurance ($100,000), as well as health, dental, and vision insurance with the monthly premium largely paid by the CSU. Additionally, we offer a broad range of other benefits which includes dependent and health care reimbursement accounts, tuition fee waiver, 401k, 457 and 403(b) plans.

The CSU belongs to the CalPERS retirement plan in which medical and dental insurance continues in qualified retirement.

The CSU has 14 paid holidays and the position earns 24 days of vacation and 12 days of sick leave per year.

For more information on the benefits program, please visit

About Cal State East Bay

Cal State East Bay's beautiful main campus is located in the Hayward hills with panoramic views of the San Francisco Bay shoreline. Situated above the city of Hayward, the campus offers an ideal setting for teaching and learning and yet easy access to the many cities along the bay. The University has a satellite campus in Concord, a professional development center in Oakland and a significant presence online. Founded in 1957, Cal State East Bay is one of 23 universities of the California State University system (CSU). With an enrollment over 15,800 students, Cal State East Bay is recognized as a regionally engaged and globally oriented university with a strong commitment to academic innovation, student success, engaged and service learning, diversity, and sustainability.

About the Position

Reporting to the Executive Director of Admissions and Outreach, the Director of Student Outreach is responsible for developing a marketing/recruitment plan and managing the student outreach program to attract an undergraduate class that meets the University's overall enrollment goals. Specific goals include generating prospects and engaging in coordinated outreach efforts to assure the enrollment of academically qualified students and provide service to the University's core region. This position is responsible for developing, executing, and assessing a prospective student communications plan; territory management and assessments; and working in close collaboration with Admissions, the Registrar, Financial Aid, and other campus partners. This position will hire, train, lead, manage and evaluate a staff of 11 full time professionals. The Student Outreach Director will also serve as the lead representative for the University to outside constituents who are involved in enrollment management activities. This position will also oversee the University Welcome Center and the Campus Operator.

Primary efforts include generating prospective student leads through territory management (e.g. deploying staff to conduct field work at high schools, community colleges, college evening programs; day and weekend college fairs). Requires the development of follow-up communications, phone calls, and recruitment events and the implementation of a prospective student portal/ CRM to manage communications with prospective student groups. The incumbent will establish monthly tracking by student type (e.g. prospective frosh; transfer) and intended entry term to facilitate filtering by demographic, and academic attributes. The Outreach Director will assure up-to-date information on the University webpage appropriate to various cycles in the prospective student calendar. The Director will also oversee the deployment of social media (e.g. Facebook; Twitter, Snapchat; LinkedIn) as appropriate to generate inquiries, sustain student interest, and provide updates about the University.

Engage in ongoing research and education to maintain thorough familiarity with demographic trends (enrollments/graduation from HS), community college enrollment trends, baccalaureate campus graduation rates to inform enrollment management activities.


Provides leadership, direction, strategic vision to and evaluation of the enrollment services team
  • Hire, train, direct, manage and evaluate the work of staff in the Student Outreach department, including the Welcome Center and the University Operator.
  • Responsible for the administration of assigned budgets.

Lead Generation/Prospect Management and Reporting/Assessment
  • Identify and select outside vendors, as appropriate, for lead generation.
  • Monitor and analyze web traffic
  • Monitor self-initiated inquiries
  • Implement and use CRM and other new technology to track and produce report on prospective students
  • Assess and implement new technology and platforms to enhance prospect generation and yield efforts that align with the University's strategic mission and goals
  • Generate and analyze data and reports to drive informed decisions about recruitment efforts

Develop, manage, execute and assess a comprehensive prospective student communication plan consisting of:
  • Print publications/mailings
  • Communication utilizing various modalities such as e-mail, journeys, chatbot, and student portals.
  • Social Media campaigns
  • University web-pages
  • Telemarketing/Telecounseling
  • On/off campus presentation materials and modalities
  • Videos (in collaboration with Marketing & Communications)

Plan, execute, and assess on and off campus programs and events
  • Coordinate all aspects of outreach events including Welcome Day and Preview Day, community college and high school counselor events, and application workshops.
  • Develop the content and schedule for events, and manage a designated budget
  • Engage with campus partners on their feedback and participation
  • Develop communication plans and timelines for events including the maintenance of an annual calendar
  • Evaluate and assess the effectiveness of events through the use of surveys, data, etc. and prepare reports

Strategic Planning
  • Establish and maintain relationships with High School and Community College Counselors, and other campus partners internal and external to the University
  • Participate in University committees and initiatives including strategic planning as it relates to outreach and recruitment.
  • Meet and collaborate with Enrollment Management Directors and other Student Affairs leadership staff; campus partners, and serve as the Student Outreach liaison to Marketing and Communications
  • Represent the University with CSU Chancellor's Office Director of Outreach system-wide efforts

Required Qualifications
  • Minimal five years of increasing responsibility in higher education marketing/outreach efforts, with extensive responsibility for the hiring/training/direction and evaluation of professional staff.
  • Extensive familiarity with secondary and higher education assessments, metrics, and vernacular
  • Ongoing experience and expertise in data management and assessment at both the micro (individual initiative) and macro level
  • Experience in institutional branding, development of message platforms and communication plans
  • Experience in developing comprehensive marketing plan with requisite assessments
  • Experience with utilization of advertising and its development
  • Extensive experience in development of print promotional materials.
  • Experience and prowess in utilizing technology to facilitate communication (enterprise student record systems; email; websites/web analytics)
  • Experience and familiarity in utilizing social media for student outreach/communication efforts
  • Experience with event management and assessment
  • Extensive experience employing data informed decision making
  • Superb organizational and analytical skills
  • Superb time management with proven success in multi-tasking
  • Well-developed communication skills: ability to craft effective, engaging and persuasive communication
  • Excellent leadership skills: experience in hiring, training, motivating/inspiring other professionals to work effectively as a team
  • Demonstrated commitment to inclusion, access, and diversity
  • Demonstrated effectiveness as a collaborative member of an administrative team
  • Demonstrated commitment to ongoing persona
  • Valid driver's license

Preferred Skills and Knowledge
  • Masters and/or doctoral degree
  • Experience with a CRM is highly desirable

Condition(s) of Employment

Satisfactory completion of a background check (including LiveScan, as appropriate), that may include, but is not limited to: criminal records check, verification of academic credentials, licenses, certificates, credit history, professional references and/or verification of work history is required for employment. Cal State East Bay will issue a conditional offer of employment to the selected candidate, which may be rescinded if the background check reveals disqualifying information, and/or it is discovered that the candidate knowingly withheld or falsified information. Unsatisfactory results may also affect the continued employment of current Cal State East Bay employees who were conditionally offered the position.

All background checks are conducted through the university's third party vendor, Accurate. LiveScan is conducted through the University Police Department.

EEO Statement

As an Equal Opportunity Employer, Cal State East Bay does not discriminate on the basis of any protected categories: age, ancestry, citizenship, color, disability, gender, immigration status, marital status, national origin, race, religion, sexual orientation, or veteran's status. The University is committed to the principles of diversity in employment and to creating a stimulating learning environment for its diverse student body.

Other Information

All California State University campuses, including Cal State East Bay, are smoke and tobacco-free. For more information, please visit our website at

In compliance with state and federal crime awareness and campus security legislation, including The Jeanne Clery Disclosure of Campus Security Policy and Crime Statistics Act, the Cal State East Bay Annual Campus Security Report is available at:

At CSUEB, the following nine competencies have been identified as valued leadership qualities: Communication, Cooperation, Delegation, Empathy, Feedback, Innovation, Leadership Presence, Passion and Strategic Ability. While we may not expect our managers to exhibit all of these competencies, we do expect them to aspire to develop them. As part of the annual evaluation review process, the Director of Student Outreach will be evaluated on each.


Cal State East Bay is not a sponsoring agency for Staff or Management positions.

Mandated Reporter

The incumbent in this position may be considered a mandated reporter under the California Child Abuse and Neglect Reporting Act and will be required to comply with requirements set forth in the CSU Executive Order 1083 as a condition of employment.

Closing Date/Time: Open until filled

Job Address

Hayward, California 94542 United States View Map