Strategic Enrollment Management Conference


Director, SEM Conference Coordinator, Two-Year Institutions

William Serrata

Dr. William Serrata assumed the presidency of El Paso Community College (EPCC) on August 1, 2012. For the past 15 years he worked at South Texas College, where he was most recently the Vice President for Student Affairs and Enrollment Management. While at South Texas, he increased enrollment by 65% to 30,000 students, and increased the number of graduating students by 91%. In recognition of his work in enrollment management, Serrata was appointed to serve on the Strategic Enrollment Management Committee by the Commissioner of Texas Higher Education. Currently, he serves on the Workforce Education Leadership Committee and was previously a key contributor on the Executive Committee for the Texas Association of Collegiate Registrars and Admissions Officers.

Senior Director, AACRAO Consulting and SEM Initiatives

Bob Bontrager

Bob Bontrager has 30 of experience in enrollment management at all types of institutions. His areas of expertise include creating successful enrollment management organizations, strategic planning, recruitment and communications, financial aid, and net revenue strategies. Bontrager currently provides leadership to a cadre of 20 consultants as they help colleges and universities achieve leading-edge improvements in strategic enrollment management, student services, technology implementation, and institutional operations. He also coordinates AACRAO's SEM initiatives as a member of the Conference planning team, coordinator of the Executive Symposium, author, and presenter in the US and abroad.

Coordinator, Four-Year Institutions

Jay Goff

Jay W. Goff is Vice President of Enrollment and Retention Management at Saint Louis University. With over 20 years of experience in university enrollment, strategic planning, and communication programs, Goff believes in building a team-oriented and data-driven workplace that stresses service-focused student success plans. His mission-centric approach has achieved record enrollments, retention, and graduation rates.

Coordinator, Canadian Institutions

Susan Gottheil

Susan Gottheil currently serves as Vice-Provost (Students) at the University of Manitoba, where she is involved in SEM planning and working with colleagues across the campus to enhance the student experience. Susan has over three decades of leadership experience in the Canadian postsecondary sector helping institutions to promote and expand academic programs, increase student recruitment and retention, enhance learning and development, improve student and academic support services, and promote collaborative partnerships. She has collaborated with Clayton Smith on the emergence and implementation of SEM in Canada, including co-editing the AACRAO book SEM IN CANADA: Promoting Student and Institutional Success in Canadian Colleges and Universities and organizing the annual Canadian SEM Summits.