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Eduardo Prieto became the university’s first Vice Chancellor for Enrollment Management in March 2021. He is responsible for designing and implementing the university’s master enrollment strategy, incorporating recruitment plans and strategic enrollment initiatives, and leading financial aid optimization efforts using data analysis, enrollment forecasting and industry best practices. Prieto serves on the senior administrative team and oversees the Division of Enrollment Management.

Prieto is a higher education veteran with more than 28 years of expertise and experience working in enrollment management, competitive admission efforts, student recruitment and financial aid, among other areas. He joined UM from his previous position at Winthrop University in Rock Hill, South Carolina, where he served as vice president for access and enrollment management. Before that, he was associate vice president of enrollment management at Embry-Riddle Aeronautical University and vice president of enrollment services at Oklahoma City University. He also served as dean of admissions at University of St. Thomas in Houston, and associate director of prospective student services and director of the Tulsa Office of Recruitment at the University of Oklahoma.

Prieto is a member of several civic and professional organizations, such as the National Association for College Admission Counseling and the College Board, as well as a member of the Junior Achievement Catawba Region board of directors. He’s also a faculty member for the Institute for Strategic Enrollment Management at The Bay.