MARKETING & ENROLLMENT MANAGMENT - CRM Business Analyst Enrollment Division

Job Classification

Position summary

The CRM Business Analyst for Enrollment serves as the primary liaison between Enrollment subject matter experts (SMEs), IT, and vendors to support the CRM platform used for recruitment, admissions, and enrollment communications. The role analyzes requirements, configures and maintains enrollment-related CRM functionality, and supports continuous improvement of prospect, applicant, and admit-to-enroll processes.

This position partners with other functional area analysts to promote consistent data structures, communication practices, and governance standards across the student lifecycle, with primary responsibility for the Enrollment division’s use of the CRM.

Qualifications summary

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed in the full position description are representative of the knowledge, skill, and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Must be a Seventh-day Adventist in good and regular standing.

Duties and responsibilities

Enrollment CRM Functional Support & Liaison

Serve as a bridge between IT and Enrollment SMEs to define, document, and refine CRM-enabled processes.

Configure recruitment, admissions, and marketing automation workflows within Greymatter CRM; customize fields, forms, and processes specific to enrollment operations.

In collaboration with relevant SME(s), identify automation opportunities and translate business logic into CRM specifications for prospect management, application processing, and yield activities.

Design, configure, and maintain CRM-driven communications within the Enrollment functional area, including automated email campaigns, journey workflows, and student/constituent touchpoints; coordinate with Marketing Communications and other functional area BAs to align timing and prevent communication conflicts.

Work closely with Enrollment Communications and Marketing resources to plan, build, and QA CRM communications, audiences/segments, and campaign assets aligned to enrollment goals.

Represent Enrollment needs in CRM Workgroups and the Student Experience Committee.

Collaborate with the central CRM Analyst on cross-functional requirements and system enhancements.

Train enrollment staff and end users on CRM functionality specific to their roles; create user guides and troubleshoot functional issues within the enrollment domain.

Generate and analyze enrollment funnel reports, conversion metrics, and campaign effectiveness data from the CRM; provide insights to support operational and strategic decision-making.

Enrollment Process Design & Optimization

Analyze and document end-to-end enrollment workflows (prospect → applicant → admit → enrolled) and recommend improvements.

Define and standardize CRM patterns for applications, supplemental items, deposits, communications, and decision workflows.

Promote simplification and consistency across undergraduate, graduate, and international enrollment processes.

Identify opportunities to reduce friction, improve conversion, and enhance the student experience.

CRM Configuration & Release Management

Maintain CRM configuration standards for entities, forms, business rules, automation, queues, and security roles.

Implement and review configuration changes; ensure adherence to governance and documentation standards.

Plan and support UAT for enrollment-related CRM releases.

Assess when changes can be handled internally vs. escalated to vendors or development teams.

Data Integration & Governance

Support enrollment data governance within the CRM, ensuring alignment with Banner as the system of record.

Partner with IT on integrations involving Banner, TouchNet, survey tools, marketing platforms, and third-party services.

Support data standardization initiatives (e.g., colleges/universities crosswalks, reference tables).

Support data quality monitoring, deduplication strategies, and lifecycle data integrity.

Maintain CRM governance artifacts, including RACI models, change control processes, and approval workflows.

Develop and maintain CRM documentation, standards, and best practices for enrollment use cases.

Reporting, Analytics & Insights

Implement enrollment KPIs and reporting frameworks supported by CRM data.

Ensure CRM data structures support funnel analysis, yield reporting, and operational insights.

Partner with Institutional Research, admissions teams, and marketing to support data-informed decision-making.

Training & User Enablement

Design and deliver training for Enrollment CRM users; support onboarding and adoption through job aids and office hours as needed.

Support CRM Business Analysts and power users by sharing patterns, troubleshooting guidance, and documented best practices.

Participate in post-go-live governance bodies (e.g., Student Experience Committee).

Supervisory responsibilities

N/A

Qualifications

Exemplifies a Seventh-day Adventist Christian lifestyle

Possesses outstanding communication skills (see Language skills below)

Can multitask and make appropriate decisions

Demonstrates a genuine love and commitment to Andrews University

Indicates self-confidence and a positive attitude

Enjoys working with people individually and with groups

Evidences the ability to focus and learn quickly

Exhibits computer skills in Microsoft Office systems, Banner/Recruit, website, and social media usage

Reflects the attributes of a skilled team player

Exhibits professionalism in dress and behavior

Customer service-minded

REQUIRED SKILLS: Leadership skills, planning and organization skills, needs to be detail oriented, have excellent customer service philosophy, possess excellent interpersonal skills, must be a self-starter and motivator, be a visionary, and provide creative input.

EDUCATION and/or EXPERIENCE:

Bachelor’s degree in Information Systems, Business, Higher Education Administration, or a related field (or equivalent experience).

2+ years of experience as a CRM Business Analyst, Systems Analyst, or Product Owner.

Experience supporting CRM enhancements through requirements gathering, configuration, testing, and user support.

Strong understanding of higher education enrollment, admissions, and recruitment processes.

Hands-on experience with CRM configuration and requirements documentation.

Ability to facilitate cross-functional discussions and build consensus.

PREFERRED QUALIFICATIONS

Experience with Greymatter CRM and/or Microsoft Dynamics 365 (or other CRM technology for higher education).

Experience working with Ellucian Banner (Student and Finance modules).

Familiarity with marketing automation, communication journeys, and campaign governance.

Experience with data governance, integrations, APIs, and middleware tools.

Agile, hybrid, or product-based delivery experience.

LANGUAGE SKILLS: Able to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Able to write reports, business correspondence, and procedure manuals. Able to effectively present information and respond to questions from groups of managers, clients, customers, and the general public, including skills in communicating difficult news to applicants and their families. Skills in languages beyond English are also beneficial to the university.

COMMUNICATION SKILLS: Excellent capabilities for interpersonal and verbal communication, including the ability to communicate effectively in moments of frustration or crisis. Also needs leadership skills, ability to organize and pay attention to detail, and strong writing skills.

MATHEMATICAL SKILLS: Able to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Able to compute rate, ratio, and percent and to draw and interpret bar graphs. Able to produce scores that evaluate or rate students based on a variety of factors, including individual test scores and class grades from secondary school and/or college from both domestic and international schools.

REASONING ABILITY: Must be able to use common sense knowledge to follow written, spoken, or diagrammatic instructions. Expected to be competent to handle issues in standardized settings involving multiple concrete variables.

CERTIFICATES, LICENSES, REGISTRATIONS: Must possess a valid driver's license and insurance.

Must be a Seventh-day Adventist in good and regular standing.

Technical competencies

N/A

Interpersonal interactions

Able to interact with in a positive and constructive manner with all constituencies including: Prospective students and their parents, Enrollment team members (staff and student), individuals in campus academic and non-academic departments, and administrators. Able to supervise those who report to them in a supportive way that also maintains the discipline needed to accomplish the work of the department.

Physical demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions. While performing the duties of this job, the employee is regularly required:

to sit and talk / listen

to regularly stand and walk

to drive authorized vehicles

specific vision abilities include close vision, color vision, and ability to focus

Work environment

The work environment characteristics are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. Evening and weekend work are often required as it relates to enrollment and registration events year-round.