Rebecca M. Capuano, MSOLN | Chief Enrollment and Marketing Officer

Rebecca M. Capuano, MSOLN

Chief Enrollment and Marketing Officer

Philosophy

“I believe good leadership begins with listening, understanding the people affected by a decision, and being willing to change course when the evidence tells us something is not working. I value hard work, accountability, kindness, curiosity, and direct communication. I believe data should inform decisions, but people should remain at the center of them. Throughout my career, I have tried to create opportunity whether for a student who did not see a traditional path to college, an employee developing into a new role, or an organization trying to grow and change. I am comfortable challenging established practices when there is a better way forward, and I believe innovation matters most when it solves a real problem. I lead collaboratively, expect high standards from myself and others, and am not afraid to get into the work alongside my team. Success, to me, is not simply achieving a number. It is leaving an organization, a team, or an opportunity stronger than I found it. ”

Senior executive and strategist with 25+ years of experience across higher education, enrollment, marketing, communications, operations, technology, analytics, recruiting, and consulting. I have led large teams, managed multimillion-dollar budgets, launched new programs, implemented CRM and technology systems, developed partnerships, and advised presidents, boards, and senior leaders. My experience includes increasing graduate enrollment by 65%, increasing student diversity by 18%, and growing non-traditional enrollment by 22%. I currently help lead the development of an international online university and previously held executive leadership roles at Bay Path University and Lesley University. Earlier in my career, I worked in recruiting with McKinsey & Company. I bring a combination of strategic thinking and hands-on execution and am particularly effective in organizations experiencing growth, change, or transformation. I am mission-oriented, data-informed, collaborative, and focuse

Overview

I am an experienced higher education executive, strategist, and consultant with more than 25 years of leadership across enrollment, marketing, communications, operations, technology, analytics, recruitment, and organizational growth. Throughout my career, I have been drawn to organizations and opportunities where there is something to build, improve, or rethink. I have led large teams, launched new programs, implemented CRM and technology systems, developed integrated marketing and recruitment strategies, managed multimillion-dollar budgets, built partnerships, and advised presidents and boards. I am comfortable setting strategy, but I have never lost interest in the work required to make that strategy successful. At Bay Path University, I helped lead a period of significant growth, including a 65% increase in graduate enrollment, an 18% increase in student diversity, and a 22% increase in non-traditional enrollment. I later served as Vice President of Enrollment Initiatives at Lesley University and currently serve as Chief Enrollment & Marketing Officer for The American University of Greece Global Campus, where I have helped build the enrollment, marketing, communications, technology, and student-facing infrastructure for a new international online university. My career also extends beyond traditional higher education leadership. I began in recruiting and consulting, including experience with McKinsey & Company, and later built my own consulting practice. Those experiences strengthened my skills in relationship building, business development, talent and audience recruitment, market research, project management, and problem solving. I am especially interested in mission-driven organizations and work that creates opportunity for people. I enjoy complex environments, building strong teams, using data to make better decisions, developing partnerships, improving systems and processes, and helping organizations navigate change. I am open to senior leadership opportu

What This Portfolio Covers

Premium project showcase
Structured experience narrative
Credibility through skills, education, and credentials

Career Path

Selected Experience

Dec 2024 - Present

Role 1

Chief Enrollment and Marketing Officer

The American University of Greece

Boston, MA

• Lead enrollment, admissions strategy, marketing, communications, market development, CRM strategy, and student engagement for an international online university serving U.S. and global learners. • Help build the Global Campus from startup stage, creating enrollment operations, communications, technology workflows, reporting, policies, partnerships, and student-facing processes. • Partner across Academic Affairs, Student Success, IT, Registrar, Finance, Institutional Research, faculty, agencies, and vendors to align institutional priorities with enrollment growth and student experience. • Develop executive dashboards, enrollment forecasts, market analyses, KPIs, campaign assessments, and recommendations supporting leadership decisions. • Lead and develop enrollment professionals and external partners while navigating rapidly changing priorities, resources, systems, and international operating requirements.

Dec 2021 - Present

Role 2

Owner

NextGen Enrollment

Hampden, MA

• Advise colleges and universities on enrollment strategy, organizational effectiveness, CRM and technology, communications, market research, recruitment, and growth. • Develop strategic recommendations, presentations, market analyses, process improvements, training, and implementation plans for undergraduate, graduate, adult, and online populations.

Dec 2019 - Feb 2021

Role 3

Vice President of Enrollment Initatives

Lesley University

Cambridge, MA

• Directed enrollment strategy, operations, recruitment, communications, analytics, technology, and visitor services/events across four schools, multiple locations, and online and on-ground programs. • Served on the President's Cabinet and presented enrollment trends, risks, opportunities, and recommendations to the President and Board of Trustees. • Led teams through COVID-19 disruption and redesigned staffing and infrastructure around changing demand, reducing salary expense by more than $2.3 million.

Dec 2003 - Dec 2019

Role 4

Vice Provost of Admissions, Marketing & Analytics

Bay Path University

Longmeadow, MA

• Led admissions, enrollment marketing, analytics, CRM, recruitment, communications, and operations across undergraduate, graduate, adult, and online education and multiple campus locations. • Increased graduate enrollment by 65% in three years and student diversity by 18% through data analytics, targeted outreach, program-specific territory management, and integrated marketing. • Expanded non-traditional enrollment by 22% through external partnerships with school systems, hospitals, nonprofits, and other organizations. • Led a 75-person organization and held responsibility for new hires, staff training, performance management, team development, and organizational effectiveness. • Managed more than $3 million in annual marketing investment and presented forecasts, performance, market trends, and recommendations to executive leadership and boards. • Directed CRM, enrollment analytics, marketing strategy, communications, systems, reporting, and vendor relationships; participated in multiple CRM implementations. • Led financial modeling, systems, reporting, recruitment, and marketing for 20 new graduate programs in five years.

Arsenal

Stack & Capabilities

Higher Education

Enrollment Management

Project Management

Marketing

Marketing Strategy

Leadership

Organizational LeadershipStrategic Leadership

Strategy

Strategic Planning

Strategy and Growth

Partnership Development

Industry Expertise

Higher Education

Communications

Strategic Communications

Education

Academic Foundation

Bay Path University

Master of Science - Organizational Leadership and Negotiation

Sep 2016 - May 2018

Westfield State University

Bachelor of Science - Business Management concentration Marketing

Sep 1994 - May 1999