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Efficiency and Intimacy
Dr. Mark Ginsberg on Transition in Enrollment Management Leadership
Episode 20 | September 2026
Three Conversation Topics:
- Maintaining Enrollment Operational Continuity
- Defining the President–VPEM Relationship
- Reevaluating Enrollment Tech
Summary
Dr. Mark Ginsberg, president at Towson University, talks about leading enrollment through transition and the balance he calls efficiency and intimacy. As his enrollment team says goodbye to a trusted leader and searches for the next one, Dr. Ginsberg shares how technology and AI can drive real efficiency without losing the personal connection students and families still expect. He describes the relationship he wants with his next enrollment leader and explains why it's time to rethink old assumptions about pricing, marketing, and the academic portfolio. He closes with three pieces of advice for aspiring leaders centered on listening, understanding context, and keeping the main thing the main thing.
TOPICS: Enrollment Management — AI
Key Moments in This Episode
Topic 1 | Maintaining Enrollment Operational Continuity
[2:15] Opening on Transition and Continuity
Dr. Ginsberg explains that a leadership change is a chance for both continuity and reinvention. He credits his outgoing vice president for building a strong team that can carry the work forward.
[06:47] Enrollment is a Team Sport
Todd asks how other campus leaders are stepping in while the enrollment VP role is open. Dr. Ginsberg describes enrollment as a team sport where every member of the university, not just the enrollment division, shares ownership of recruiting and retaining students.
Topic 2 | Defining the President–VPEM Relationship
[09:10] Introducing the President and VPEM Relationship
Dr. Ginsberg names the four qualities he looks for in a relationship between a president and VP of enrollment management: connection, collaboration, caring, and community.
[13:09] Where Authority Ends and Influence Begins
Todd asks where a VPEM's authority ends and influence begins as enrollment leaders take on broader strategic questions. Dr. Ginsberg explains that trust and empowerment matter as much as clear expectations, and that accountability runs in both directions.
Topic 3 | Reevaluating Enrollment Tech
[22:29] Auditing the Tech Stack and the Message
Todd introduces the topic of reevaluating enrollment technology and marketing during a leadership transition. Dr. Ginsberg describes new places Towson has taken its message, including a display at BWI Airport and a partnership with the Baltimore Ravens, alongside a jump in applications.
[25:42] Balancing AI and Human Connection
Dr. Ginsberg says the goal is not choosing one over the other but building a thoughtful blend of both when balancing AI-driven efficiency with the human connection students still want.
Closing | Rapid-Fire Advice
[28:83] Three Pieces of Advice for Aspiring Leaders
Dr. Ginsberg closes with three pieces of advice for aspiring leaders, centered on listening, understanding context, and keeping the main thing the main thing.
Check out more resources to improve your enrollment management strategy.
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Featuring
Todd Abbott
Vice President, Business Development, Liaison
Todd Abbott is a higher education leader with 30 years of experience. As a Vice President at Liaison, he partners with colleges and universities to strengthen their enrollment operations and achieve their strategic goals. His expertise spans enrollment, marketing, and student retention, including leadership roles on campus and in the industry. A former Dean of Enrollment, Todd champions data-informed strategies that prioritize student success and institutional growth.
Mark Ginsberg, Ph.D.
President, Towson University
Dr. Mark Ginsberg has enjoyed a remarkable 45-year career as a psychologist, educator, and senior administrator, now serving Towson University as its 15th president since October 2023. His professional experience has included leadership roles at George Mason University, the National Association for the Education of Young Children, American Association for Marriage and Family Therapy, and the American Psychological Association. Ginsberg also served on the faculty at The Johns Hopkins University and the University of Rochester. Beyond his professional roles, Dr. Ginsberg has long been a volunteer board member with several non-profit organizations. He is a licensed psychologist in Maryland and a fellow of both the American Psychological Association and the Maryland Psychological Association. Ginsberg completed his master's degree in 1978 and his doctoral degree in 1981 at The Pennsylvania State University and also completed a fellowship in clinical psychology at the Yale University School of Medicine from 1979-1980. In 2006, he was awarded the honorary degree of Doctor of Humane Letters by the State University of New York. He has been married for over 40 years to Elaine A. Anderson, professor emerita at the University of Maryland. They have two adult children and three grandchildren.
Disclaimer: Please note that the views and opinions expressed by the participants of 'Three in 30' are their own and do not necessarily reflect those of Liaison.