Strategic Enrolment Management & Marketing

Andrew has provided strategic, communications, marketing, branding (and more) counsel to colleagues and clients for more than 24 years.

At Humber, Andrew leads a team of Marketing, Communications, Creative Services and Analytics enthusiasts who Bring It to their work at Humber by telling the college’s many compelling student, faculty and partnership stories across multiple platforms to many audiences.

Andrew co-chairs the MarCom Guild and is a member of Colleges Ontario communications and marketing advisory groups. Prior to working at Humber (one of his alma maters), Andrew worked at two different global public relations firms in Toronto.

Andrew is eagerly awaiting his call to the Hockey Hall of Fame, knows the pen (and keyboard) is mightier than the sword, listens to the Dave Matthews Band and likes to chill with Charlee (the cat) and Lucy (the dog).

Currently, Dan is the Associate Vice-President, Enrolment Management & Registrar at Saint Mary’s University.

He holds an Honours Bachelor of Arts (Bishop’s University) as well as a Master of Communications Studies and a University Teaching Certificate (University of Calgary).

During his career, he has worked at five major Canadian universities and brings a wealth of experience in key areas such as enrolment management, internationalization, student recruitment, admissions, scholarships, marketing, student success, retention and student experience.

Danny Freire is an energetic and dedicated professional with a combined fifteen plus (15+) years’ of experience in student recruitment, registrar services and enrolment management. Danny was born in Ecuador and moved to Canada on a high school exchange. He completed his Bachelor of Science in Computer Science and his Master of Leadership in Postsecondary Education at the University of Saskatchewan.

Danny began his career in the language education sector, working for more than six years in Japan and China. In 2010 Danny accepted the position of Assistant Marketing Coordinator at the University of Saskatchewan Language Centre where he was responsible for recruiting students from Latin America, Japan and China.

Danny was promoted to the position of Manager of Student Recruitment at the University of Saskatchewan in 2014. He was responsible for providing leadership and coordinating student recruitment activities across the university’s 17 Colleges and schools, assisting the university with meeting its ESL, undergraduate and graduate student enrolment goals. He also ensured that the university was aware of new partnerships, collaborations, and research opportunities.

In 2022, Danny joined Saskatchewan Polytechnic as the Director of Enrolment Services and Registrar where he had an opportunity to lead a team of 6 Managers and a combined 80 staff members in service of the institution. Modernizing the office of the Registrar was a priority task with the successful implementation of MyCreds, a digital credential platform, a comprehensive review of the Admissions Policy with a Strategic Enrolment Management lens, the implementation of the Academic Scheduling (provincially) and the Customer Relationship Management (application and admissions), and finally to modernize and re-organize the office to reflect the provincial model.

Dr. Joe Stokes is the AVP International and University Registrar at Ontario Tech University in Oshawa, Ontario, Canada, where he is also an award-winning professor (adjunct) in the Faculty of Education. Joe is the past Chair of the Ontario Universities’ Council on Admission and the Ontario University Registrars’ Association, and has led work across the post-secondary sector on Internationalization, governance, strategic enrolment management, and student retention and student success.

Dr. Stokes’ research interests include International student mobility, strategic enrolment management, leadership psychology, and higher education policy and governance. In the last 3 years, Joe has led groups that have attracted over $1.3 million in research funding, including leading the creation of Ontario’s international study brand and the development of a competitive internationalization toolkit for the province’s post-secondary system. His most recent publications focus on international student mobility in the pandemic era and strategic enrolment management in a time of global disruption.

Dr. McKivor is an experienced academic administrator in higher education. She previously served many years within central administration at the University of Sheffield in the U.K., over 20 years as Associate Registrar and Director, and Associate University Secretary at Western University, and as Memorial University of Newfoundland's University Registrar.

As University Registrar, Dr. McKivor was part of the leadership team spearheading the institution's SEM planning with a lens of strong collaboration amongst university leadership. She is skilled in staff retention, higher education administration, supervisory skills, higher education leadership and higher education policy.

Dr. McKivor also serves as an Assistant Professor within Western University's Doctor of Education program in a part-time, limited duties/contract position.

She has a Master of Education, Specialization in Higher Education Leadership (Calgary) and was part of Western University's first Doctor of Education graduating class.

Jenn Goodwin is the Vice President, Enrolment and College Relations at Okanagan College. Her portfolio includes the Registrar’s Office, Strategic Enrolment Management (including domestic recruitment and international education), College Relations, Government Relations, Campus Administration, Work-Integrated Learning and Career Development. Since joining the OC team in 2022, Jenn has led several initiatives, including a brand refresh, the development of the College's first SEM plan, and new measures to increase awareness of and access to the College's broad range of post-secondary programs.

Beginning her career as a broadcast journalist in Northern B.C. and Yukon, Jenn then transitioned to leadership in health care in Ontario in 2007. She led communications, community partnerships, and government relations for Providence Care in Kingston for a decade before moving back to B.C. From 2017 to 2022, Jenn was vice president of communications at Interior Health, working closely with communities across the region and provincially.

Jenn holds a Master’s in Environment and Business from the University of Waterloo, and a Bachelor of Journalism and Political Science/Français from Carleton University. She is an Accredited Public Relations professional through the Canadian Public Relations Society and a current member of the Canadian Mental Health Association – Kelowna & District Board of Directors.

Jennifer Castley is the Director of Institutional Research & Enrolment Management at the College of New Caledonia, where she leads institution wide strategic enrolment planning, data-informed decision-making, and the advancement of student centric systems and practices.

With nearly two decades of experience in institutional research, policy, and strategy, Jennifer has held progressive leadership roles including Manager of Institutional Research; Strategic Enrolment Management Project Manager; and Interim Manager of Policy, Planning & Strategy.

Jennifer co-led the development of CNC’s Strategic Enrolment Management Plan, ‘Transforming the Student Experience’, and now oversees its implementation, fostering a culture of SEM across the institution through systems thinking, organizational behaviour insights, and collaborative planning.

She holds a Bachelor of Arts in Anthropology from the University of Northern British Columbia, and a Graduate Certificate in Strategic Enrolment Management from Royal Roads University.

An experienced senior leader in student affairs, Kathleen Massey is driven by her commitment to strengthening equitable access to postsecondary education and advancing student success. She is recognized for leading many impactful transformations and innovations nationally and internationally.

As the Vice Provost (Students) at the University of Lethbridge in Canada, Kathleen leads Student Affairs and works with colleagues and students across the University to develop and deliver an exemplary student experience, prioritizing social health, inclusion, and engagement to promote retention and flourishing. An expert in SEM, Kathleen chairs the institutional SEM Executive committee and leads many SEM initiatives. She is a member of the University’s Accessibility, Belonging, and Community (ABC) Advisory Council and many other institutional committees, using those opportunities to contribute to the achievement of shared goals and create meaningful impact that benefits students and their development. Kathleen has also held senior positions at postsecondary institutions across Canada, including at McGill University in Montreal, QC, the University of Calgary, AB, and Centennial College and York University in Toronto, ON.

Co-author (2023): Project Mobility: Expanding the Academic Document Supports for Displaced Persons (Including refugees, asylum seekers, and internally displaced persons)

Education:
Bachelor of Arts (Political Science), York University
Master of Arts (Leadership), Royal Roads University

Shelby Verboven is the Registrar and Assistant Dean, Strategic Enrolment Management at the University of Toronto Scarborough, where she oversees the Office of the Registrar and leads a variety of SEM initiatives on campus. A values-based leader, she is passionate about all things SEM, service to students, communications and building inclusive teams. Shelby has more than 25 years of experience working in higher education, including registrarial functions, residence life, student advising, admissions and student recruitment. Shelby holds an Honours Bachelor of Arts (York), a Bachelor of Education (York) and a Masters of Education (Memorial) in post-secondary studies. Shelby is proud to have had her work acknowledged through the UTSC Principal’s Accomplished Leader Award (2017), the Ontario University Registrars’ Association Award of Excellence (2021) and the UTSC Distinguished Service Excellence Award (2024).