Admissions Consultant & Project Lead

Shanell has extensive experience in recruitment both domestically and internationally. As an enrollment professional, she represented higher education institutions in 17 countries collaborating with high schools, independent counselors, community-based organizations and global alumni networks. She most recently served as the Director of Undergraduate Admissions at Assumption University. Shanell served as a member of the IDEA Committee through NEACAC where she volunteered for the Anti-Racism Initiatives Sub-Committee and participated as a member at large for the International Association for College Admission Counseling. She received her Bachelor of Arts in International Business and Economics and Master’s in Business Administration from Assumption University. As a former international student, Shanell understands the complexity of researching, applying to, and selecting an institution for students and their families. As an admissions leader, this helped her recruit students to the institutions that will be the "right fit" for them academically and socially. Her experiences have provided expertise in the areas of cultural differences, marketing intelligence, data analysis, project management, foreign market entry, advertising, recruitment, and planning and decision-making processes.

Senior CRM & Enrollment Operations Consultant
April has an extensive and impressive background in academia. Her exceptional collaboration and problem solving skills have been instrumental in her career success. April's most recent role was as the Director of Enrollment Operations at Marymount University, where she managed two instances of Slate and oversaw both undergraduate and graduate admissions processes. Prior to her tenure at Marymount, April spent 15 years at Wichita State University, with nine of those years as the Director of Operations and Systems. In this role, she played a pivotal part in the successful implementation of Slate. Beyond her technical expertise, April has earned a reputation as a collaborative partner who excels in navigating complex initiatives and institutional dynamics.

Founder & Principal, ADV Marketing

As ADV’s founder and principal consultant, Grant designs, executes, and delivers market research solutions for clients. Grant believes in the transformative power of a college education, and has spent his career in higher ed as both a practitioner and consultant.

Before founding ADV, Grant was the Director of Research & Strategy at an education-focused marketing agency. In this role, Grant scoped and conducted market research for higher education clients across the country. Prior to that, Grant worked in admissions at Elon University where he gained a foundational understanding of admissions strategy, recruitment marketing, and higher education administration. These experiences afforded him both depth and breadth in his knowledge of higher education, which he now brings to bear for clients at ADV.

Grant earned his B.A. in Anthropology and MBA in Data Analytics from Elon University. The former taught him the value of qualitative research, the latter showed him the power of data—both are critical in his work today.

Marketing & Technology Consultant, Best Practice Solutions
Instructor, Web Software Development, Blackhawk Technical College

Melissa is a marketing and technology consultant with Best Practice Solutions. With more than 25 years experience in both fields, she has watched digital marketing and social media emerge and evolve, growing her skill set and experience with each new platform along the way. Melissa is adept at digital marketing, user interface design, web design and development, proofreading, copywriting, and copy editing. As she helps colleges create, implement, and manage targeted integrated marketing strategies, Melissa maintains a strong focus on quality standards and a careful eye toward opportunities for process streamlining and improvement.

Melissa is also the lead instructor for the Web Software Development program at Blackhawk Technical College in Janesville, WI. During her five years teaching at BTC she has grown enrollment in her program from 8 students in 2019 to 54 students for the current semester.

Consultant, Best Practice Solutions

Vicki has extensive experience working with a vast array of financial aid systems and software. With more than twenty years of practice in the field, Vicki is an expert in the use and navigation of the National Student Loan Database System, Common Origination and Disbursement, Central Processing System and numerous federal and state financial aid programs. She also has a comprehensive background in working with third party vendor systems to create, process, and edit aid packages. Vicki has developed algorithms for QC rules and automated packaging, and has wide-ranging ability in report writing and data analysis. VIcki is also a NASFAA Certified Financial Aid Administrator, she completed her exam in the fall of 2023.

Co-Founder & Principal, Best Practice Solutions

Jeanne has worked as a practitioner and consultant in financial aid and enrollment management for over 20 years.

Prior to founding BPS, Jeanne was co-founder, President and CEO of Third Coast Higher Education, a national financial aid and enrollment management consulting firm. Jeanne has extensive experience in financial aid and project management, system implementation, compliance, business process review, training, and auditing support.

Jeanne has wide ranging expertise working with student information systems, including Oracle PeopleSoft, Ellucian’s Colleague and Banner and College Board PowerFAIDS. She is an expert at developing solutions to improve student service, processing efficiency, and compliance on federal and state financial aid regulations. Her innovative and experienced approach has led to many successful outcomes, including participation in more than thirty Financial Aid Federal Program review responses and related process improvements.

Director of Operations, Hobart and William Smith Colleges

Craig has vast expertise in IT services migration, project management, and business operations within higher education. His growth from entry-level Technology Support Specialist to Associate Director demonstrates a career built on delivering exceptional results and achieving project goals. With an exceptional eye for detail, strong analytical and technical skills, and a knack for creative problem-solving, Craig has successfully led cross-departmental projects, streamlined processes, and seamlessly collaborated with technology, recruitment, and creative development teams. His ability to multitask, delegate, and plan strategically has allowed him to advance and contributed to his reputation as a reliable and innovative professional in his field.

Co-Founder & Principal, Best Practice Solutions

Rob brings more than two decades of experience to client engagements and a proven track record of increasing enrollment and revenue across market segments.

Prior to founding BPS, Rob served as the VP for Enrollment Management at Assumption University, where he was responsible for undergraduate and graduate admissions, financial aid, enrollment marketing, enrollment operations, and athletics.

As VP for Enrollment at Beloit College, Rob led the creation of a multi-year strategic enrollment management plan built on input from faculty, staff, students, alumni, and board members and endorsed by the college’s governing bodies; he also led the team responsible for enrolling Beloit’s largest first-year class since 1975.

Rob has helped public and private institutions develop marketing plans, optimize price increases, and determine student satisfaction and retention drivers.

Rob has presented on enrollment management and financial aid topics at numerous national conferences, including ACT, AACRAO, AMA, and the College Board.

Rob holds master’s and doctoral degrees in social psychology from Princeton University, a Bachelor of Arts in psychology from Bates College, and a certificate in enrollment management leadership from the University of Southern California.

Co-Founder and Principal, Best Practice Solutions

Bill is an enrollment management leader with recent posts as Assistant Vice President for Enrollment Management at Assumption University and Director of Enrollment at Beloit College.

Bill has built data and analytics teams focused on predictive modeling, reporting, and financial aid leveraging, led admissions departments, oversaw complex enrollment operations, and developed full cycle marketing strategies ranging from search to yield.

The Chronicle of Higher Education has recognized Bill’s expertise in Customer Resource Management (CRM) tools and he has been presented at numerous higher education conferences about his innovative work.

Prior to his most recent appointments, Bill worked in admissions at Marlboro College where serving a student body of fewer than 400 students instilled in him the importance of working collaboratively and broadly with faculty and staff across institutions.

Bill is passionate about the potential for higher education to serve as an engine for social good and economic growth. He received his Bachelor of Arts in sociology, with honors, from Bates College.

Marketing Teacher, Doherty Memorial High School, Worcester

Jennifer Roche is a seasoned educator who brings a wealth of experience in vocational education and marketing to the symposium. Holding an MBA from the University of Phoenix and a Bachelor of Science in Natural Science from Worcester State University, Jennifer has a strong academic foundation that supports her diverse skill set. Her certifications include the Massachusetts Vocational Marketing Professional License, Vocational Supervisor/Director, and Vocational Cooperative Education Coordinator, among others, highlighting her commitment to professional development and excellence in education.

Currently a CTE Marketing Teacher at Worcester Public Schools, Jennifer has a proven track record of creating and implementing effective curricula tailored to diverse learning modalities. Her previous role as a Marketing Teacher at Bay Path Regional Vocational Technical High School saw her excel in instructional planning and delivery, integrating technology to enhance student engagement and success. Jennifer's ability to develop and execute lessons that meet Massachusetts standards and her dedication to preparing students for college and career readiness have made her an invaluable asset in the educational community.

Beyond her teaching roles, Jennifer has significant experience in management, having served as an Assistant Manager at the Worcester Fire Department Credit Union. In this capacity, she honed her skills in team leadership, operational efficiency, and customer service. As a member of the Board of Directors at AllCom Credit Union, she continues to contribute to the strategic oversight and financial health of the institution. Jennifer's comprehensive background in both education and management positions her as a dynamic speaker with insights into effective teaching practices, curriculum development, and organizational leadership.

Vice President for Enrollment Management, Baldwin Wallace University

Scott Andrew Schulz has served as the vice president for enrollment management at Baldwin Wallace University since 2015. He has been an enrollment professional since 2007, having previously served at the University of Southern California and Saint Martin's University (WA). Scott also spent five years as an adjunct professor for the Penn State World Campus Master of Education program. He volunteers as a mentor for military veterans through American Corporate Partners and became a member of the Bay Village Schools Board of Education in 2020. Scott holds a B.A. in communication and a Ph.D. in higher education from the University of Arizona.