Ralph Serrano Email & Phone Number

United States

Spearheaded analytical support for recruitment activities to target under-represented minorities for prestigious, high-profile merit scholarships. Devised recruitment strategies to capitalize on increase of minorities within newly admitted student community. Performed qualitative and quantitative research as well as online communications content investigation to understand minority recruitment strategies and behaviors. Analyzed minority sign-up rates to ensure targeted outreach campaign across marketing channels.

United States

Directed student service advising unit including team management and training of thirteen staff, partnership development, financial management, outreach, communications, event planning, technology management, and ensuring collaboration with partner offices. Directed Fall and Spring Welcome Weeks, orchestrating business services, operations, food service, signage, AV, volunteer management, crowd-control, partner office alignment, stakeholder communications, and public relations. Analyzed transactional service delivery workflows and financial disbursements to adhere to fiduciary, legal, and policy requirements at institution, state, and federal levels. Performed research on student center procedures to improve processes and student services across the department. Met with partner offices to learn and assess communications and operations to improve student service experience.

United States

Led applications and record management staff, overseeing execution of operations for the review and documentation finalization process. Led employee engagement and training to convert legal system business data, processes, and workflows into new campus systems. Created work groups consisting of admission officers and partners to streamline workflows, system integration, training, and policy and procedure implementation.

United States

Spearheaded freshmen and transfer application review operations, leading team of eight direct reports and liaising with undergraduate college and school admissions staff and deans to support application reading and selection to meet enrollment targets. Supervised admission selection, decision release, and waitlist management. Collaborated with Campus Enrollment Planning Administrators and Admissions Directors to set targets and policy implementation. Reported targets and policy changes to senior leadership including Chancellors, Vice-Chancellors, and Associate Vice Chancellors across UC Berkeley. Provided leadership on new CRM implementation project (Slate), designing new workflows for conversions of online application reading, territory management, communication plans, outreach calendar, communication plans, prospect inquiry, data integrations, reporting, and analytics

United States

Spearheaded conversion of marketing, outreach, communications, and prospective student data management into a new CRM platform. Collaborated with managers, administrative staff, and vendors to develop robust database, executing electronic communication plans, digital marketing, data collections systems, and assessment tools. Orchestrated comprehensive data analysis, comparisons, reports, outcome assessments, and enrollment funnel conversion rates. Partnered with senior leadership, marketing, and communications teams on strategic planning, outreach and recruitment plans, IT system development, vendor sales, development, and customer support. Targeted recruitment strategies and efforts for ethnic, socio-economic, academic interest, and geo-graphic diversity. Oversaw relationships with CRM vendors, including negotiating for product subscriptions, enhancements, and pricing.

United States

Performed high school and college outreach, recruitment, and yield efforts across California, targeting under-served populations. Built and maintained relationships with representatives from feeder schools and pre-college programs to diversify student application pool. Researched admission data profiles and program assessments to improve recruitment strategies for under-served students. Collaborated with partners and colleges on admission policies, pre-admission advising, application workshops, and yield efforts such as specialized events, phone banking, and digital communication activities. Maintained admissions CRM management.

Bachelor Of Arts (Ba), Chicano Studies

Master Of Public Administration (Mpa)