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This fall marks my tenth year working in independent schools, and every one of those years has involved working in enrollment. As I reflect on that time, I think about the long days, the deep conversations, the countless events, and the thousands of student and family stories I’ve had the privilege to hear. But more than anything, I think about what I wish someone had told me at the beginning—not just about admissions, but about what it truly means to be an enrollment leader.

So, for anyone just stepping into this work, here are a few lessons I wish I had learned earlier:

1. You’re Not Just Admitting Students—You’re Shaping the Future

The students and families you admit will define your school’s culture for years to come. Don’t underestimate the influence of your decisions. Take time to understand not just who is a “good fit” for your school, but who will stretch your school in the best ways. Inclusion, diversity, talent, kindness, passion—these should be as important in your review process as grades and test scores.

2. Partner Early, Partner Often

You will be most effective when you see yourself as part of the school’s leadership team. Collaborate with the head of school, the director of development, the dean of faculty, the DEI team, the dean of students and more! Your insights into family values, market trends, and enrollment data can help shape everything from curriculum design to financial strategy.

3. Your Relationships Are Your Greatest Asset

Trust is the currency of this work. Build it with families, colleagues, trustees, and students. Some of the best feedback I’ve ever received about our school has come from parents who trusted me enough to be honest. And some of the strongest initiatives we’ve launched were sparked by those conversations.

4. You’re Allowed to Lead with Heart

Enrollment work is not just a numbers game. It is emotional labor. It requires empathy, patience, and hope. Don’t let the pressure of yield targets or tuition revenue steal the joy of welcoming a student who feels seen for the first time.

5. Take the Long View

There will be hard years—flat years, declining years, complicated years. Resist the urge to chase quick fixes. Sustainable, values-aligned growth takes time. Trust your process and remember that authenticity always wins in the long run.

A Final Word

If you’re just getting started: welcome. This work matters more than most people realize. You’re not just filling seats, you’re building belonging. You’re not just marketing a school—you’re making it stronger.

And if you’ve been in it a while: take a breath. Reflect on the lives you’ve touched and the community you’ve helped shape. Then get ready to do it all again, with even more wisdom and heart than before.

Here’s to what we build and who we become along the way.