Enrollment Specialist

Enrollment Specialist

At Yellow Brick Road, we're on a mission to put good humans into the world and leave it better than we found it. Our team creates warm, inclusive, and joyful environments where children, families, and staff can thrive. If you're energized by purpose, connection, and meaningful work, you'll love being part of a community that invests in your growth and celebrates what makes you exceptional.

The Enrollment Specialist is responsible for managing the enrollment funnel for an assigned group of schools, guiding prospective families from initial inquiry through completed registration.

Serving as a key connection between families, School Directors, Marketing, and Operations, this role ensures timely, personalized communication throughout the enrollment process. The Enrollment Specialist partners closely with School Directors before and after tours, gathers family and tour feedback, and uses those insights alongside CRM and conversion data to identify barriers and improve enrollment performance.

Primary Responsibilities

Enrollment & Lead Management

• Manage prospective families from initial inquiry through completed registration.
• Respond to and nurture leads using established communication standards, follow-up cadences, and CRM workflows.
• Schedule tours and ensure families receive appropriate communication and preparation before their visit.
• Follow up with families after tours, personalizing communication based on their interests, questions, concerns, and experience.
• Guide families through enrollment and registration requirements with clear expectations and consistent follow-through.
• Maintain accurate CRM records, including family needs, interactions, tour status, follow-up activity, barriers, and outcomes.

School & Tour Partnership

• Partner with School Directors before tours to share relevant family information, including program needs, desired start dates, interests, and questions.
• Connect with School Directors following tours to understand the family's experience, concerns, level of interest, and recommended next steps.
• Use tour and family feedback to inform personalized follow-up and move families toward enrollment.
• Maintain regular communication with assigned schools regarding leads, tours, enrollment opportunities, capacity, program availability, and families requiring additional attention.
• Complete tour training to understand tour standards and effectively support the pre- and post-tour experience.

Enrollment Performance & Continuous Improvement

• Monitor key enrollment metrics, including speed-to-lead, contact rate, lead-to-tour, tour completion, tour-to-enrollment, lead-to-enrollment, follow-up completion, and lost-lead reasons.
• Develop a clear understanding of why families enroll, delay enrollment, or choose not to enroll.
• Identify enrollment barriers and conversion trends using CRM data, family feedback, and School Director insights.
• Recommend improvements to communication, follow-up, CRM workflows, and enrollment processes.
• Partner with Marketing and Operations to address barriers and improve the prospective family experience and enrollment performance.
• Participate in regular school-level enrollment reviews focused on funnel performance, trends, barriers, and next actions.

Marketing Feedback & Market Awareness

• Provide Marketing with ongoing feedback about lead quality, family needs, questions, objections, program demand, competitive mentions, and conversion trends.
• Identify patterns where incoming leads or tours may not align with school capacity, program availability, or enrollment priorities.
• Maintain familiarity with assigned markets, schools, surrounding communities, and relevant competitive and community activity.
• Recommend opportunities and insights to Marketing based on family conversations and local market knowledge.
• Selectively support approved community outreach, tabling, and enrollment-focused events as needed.

Cross-Functional Collaboration

• Partner with School Directors and regional leadership to stay current on capacity, programming, enrollment priorities, and school updates.
• Partner with Marketing to improve lead quality, messaging, nurture, and conversion based on enrollment insights.
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