Strategic Enrollment Management
Strategic Enrollment Management leads USF’s efforts to recruit, admit, matriculate and graduate an increasingly accomplished and diverse student body through collaborative initiatives with campus colleagues, personalized service, and a shared commitment to helping students fulfill their highest aspirations.
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Eric Groves, PhD
Vice President for Strategic Enrollment Management
Eric Groves, PhD, is the Vice President for Strategic Enrollment Management at the University of San Francisco, where he leads the institution’s efforts to recruit, admit, retain, and graduate a diverse and academically accomplished student body. He serves on the University’s President’s Cabinet and works collaboratively across the University to advance mission-aligned enrollment strategies that enhance student success and institutional sustainability.
Dr. Groves brings more than 25 years of higher education experience serving colleges and universities across the United States and internationally. Prior to joining USF, he held senior leadership roles in higher education consulting and technology. At Liaison, the nation’s largest higher education-focused technology company, he led the Sales and Consulting Team across the western United States and international markets. Before Liaison, Dr. Groves spent 10 years at Ruffalo Noel Levitz (RNL), where he served as Senior Vice President overseeing presidential relationships and was the firm’s leading consultant in the western region. In his consulting career, he has partnered with hundreds of institutions to strengthen enrollment strategy, improve financial performance, and align recruitment efforts with evolving student search behavior.
Before his consulting career, Dr. Groves spent 15 years at Point Loma Nazarene University, where he led undergraduate admissions, increasing enrollment and significantly expanding the diversity of the student body. He has also served as interim Vice President for Enrollment Management at Washington & Jefferson College. Throughout his career, Dr. Groves has been a frequent speaker at national higher education conferences on trends in enrollment marketing, financial aid optimization, revenue generation, and strategic enrollment planning.
Dr. Groves earned his PhD in Higher Education from Azusa Pacific University, with a focus on student success, and holds a strong commitment to student-centered enrollment practices that support access, belonging, and degree completion.
Role & Responsibilities
Dr. Groves oversees the University’s enrollment functions, including:
- Admission and Recruitment
- Financial Aid
- Student Accounts
- Student Employment
- Enrollment Marketing
- Enrollment Services
He works with campus partners to strengthen enrollment outcomes, support transfer pathways, and ensure a seamless experience for all prospective and current students.
Leadership & Service
Dr. Groves serves as a member of the President’s Cabinet at USF and collaborates with academic and administrative leaders to shape enrollment policy, foster community engagement, and support the University’s mission.
STRATEGIC ENROLLMENT MANAGEMENT
Eric Groves, Vice President
2130 Fulton Blvd.
Lone Mountain 256
San Francisco, CA 94117