Executive Symposium


Director, SEM Conference Coordinator, Two-Year Institutions

William Serrata

Dr. William Serrata assumed the presidency of El Paso Community College (EPCC) in August 2012. The previous 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.


Executive Symposium Faculty

Bob Bontrager

Bob Bontrager has 30 of experience as a SEM practitioner and consultant at all types of institutions. His expertise includes creating successful enrollment management organizations, institutional planning, student access and success initiatives, and net revenue strategies. Bontrager is an author and has been a keynote presenter in more than a dozen countries.

Associate Executive Director, Consulting and SEM

Tom Green

Dr. Tom Green is AACRAO's Associate Executive Director, Consulting and SEM. During his 27-year career, he has led enrollment management efforts for six universities and collaborated  with both public and private institutions to reach their goals. Green brings proven best-practice expertise in developing effective recruitment strategies, enhancing and streamlining financial aid processes, maximizing institutional aid, identifying customer service/CRM strategies, and implementing and evaluating comprehensive service systems  for colleges and universities. 

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.