Managing Enrollment Strategically Both Formally and Informally

Magdalena Hinojosa, Ed.D., is the Senior Vice President for Strategic Enrollment and Student Affairs
at The University of Texas Rio Grande Valley (UTRGV). Dr. Hinojosa provides oversight and guidance to College Access
& K–12 Partnerships which includes TRIO Programs and GEAR UP, Dean of Students, Degree Audit Systems &
Support, Enrollment Systems & Analysis, Financial Aid, Military & Veterans Success Center, P–16 Outreach
& Testing Services, Scholarships & Communication, Student Activities, Student Involvement, Student Life,
Student Media, Student Rights and Responsibilities, Student Service Centers, Undergraduate Admissions, Undergraduate
Recruitment, and University Registrar. She is a seasoned enrollment manager and student affairs professional with
more than 29 years of higher education experience and is dedicated to promoting access to excellence and student
success.

Dr. Hinojosa is actively involved in her profession, presenting at numerous conferences throughout the year. She is a
current member and holds positions on several state and national organizations. Her article “Achievement and
Retention Patterns in a Predominantly Hispanic Serving Institution of Higher Education” was published in the
Southern Association of Collegiate Registrars and Admissions Officers Journal and won the Margaret Ruthven Perry
Distinguished Journalism Award.

Dr. Hinojosa earned a bachelor’s in business administration from Texas A&M University, a master’s in public
administration from Texas A&M University-Corpus Christi, and a Doctor of Education in Educational Leadership
from Texas A&M University-Kingsville & Corpus Christi.

Paula Luff has served as the Vice President for Enrollment Planning and Management at Ball State
University since April 2020. In her current role, Luff oversees the offices of undergraduate, transfer,
international and graduate admissions as well as financial aid and the university registrar’s office. Luff is an
experienced leader in enrollment management, having served as a senior leader (including as interim vice president)
for enrollment management and marketing at DePaul university in Chicago prior to moving to Ball State.

Luff recently served as the National Chair for NASFAA (National Association of Student Financial Aid Administrators)
and is a past president of the Midwest Association of Student Financial Aid Administrators (MASFAA) and ILASFAA
(Illinois Association of Student Financial Aid Administrators). She is a former member of the executive council of
the National Direct Student Loan Coalition, and has served as an alternate for two separate negotiated rule making
teams.

Luff holds a master’s degree in public administration from DePaul, and has more than 30 years of experience in
enrollment management. She has held positions at a variety of colleges and universities, including Carnegie Mellon
University, the University of Illinois at Chicago, and Loyola University Chicago. She has presented on various
enrollment and financial aid topics at the state, regional, and national level for several professional
organizations, including NASFAA, AACRAO, and The College Board.

PJ Woolston, Ed.D., has more than 20 years of experience in all not-for-profit sectors of higher
education. He has been responsible for the development of all aspects of enrollment management systems at public and
private institutions of varied sizes throughout the United States. Throughout his tenure, he has grown and
sophisticated the admissions and enrollment operation wherever he has been, maximizing enrollment potential at all
levels of the institution. He has extensive experience leading the strategic enrollment management and planning
process at the institutional level. He has worked with freshman, transfer, dual credit, international, athletic,
post-baccalaureate, graduate, medical school, and online/accelerated (adult and non-traditional) student
populations. Although he has worked at institutions in both urban and rural settings, he has always approached
recruitment with a wider geographic lens and has developed and implemented effective regional and rural recruitment
strategies.

Currently, Dr. Woolston serves as Vice Chancellor for Enrollment Management at IUPUI in Indianapolis, Indiana.
Previously, he has worked at the University of Texas Permian Basin (mid-sized public), Marian University (small
private), the University of Southern California (large private), the University of Cincinnati (large public), and
Cincinnati State Technical and Community College (mid-sized community college).

Dr. Woolston has conducted extensive proprietary research on a wide range of topics, including best practices in
higher education recruitment and marketing, enrollment and admissions policy and process, financial aid and
discounting, tuition modeling, and institutional accreditation. He holds a Doctor of Education from USC, a Master of
Music from the University of Michigan, and a Bachelor of Arts in French from Brigham Young University. He has been a
frequent presenter for organizations such as NACAC and multiple state affiliates, NACUBO, NAFSA, and multiple
specialist organizations.