Amanda James Appointed Vice President for Enrollment Management and Marketing (02/02/26)

HIGHLIGHTS

• She will now lead the offices of admissions, financial aid, and communications and marketing, as well as work closely with the academic colleges, the School of Graduate, Continuing, and Online Education, and the Office of Student Success' retention efforts, among other areas of the university.
• James holds a Doctor of Business Administration from the University of Phoenix; a Master of Business Administration from the University of Dallas; a Master of Accountancy from National University; and a Bachelor of Science in Communications from Loyola Marymount University.

ROCK HILL, SOUTH CAROLINA - Winthrop University President Edward Serna '02 has appointed Amanda James as the university's vice president for enrollment management and marketing, effective Feb. 1. James had served as associate vice president for enrollment and dean of admissions before her promotion. She assumes the vice presidency from Joseph Miller who resigned to take a similar position closer to his family in Georgia.

During her time at Winthrop, James has led the Office of Admissions with passion, vision and strategic acumen that have yielded extraordinary results. Under her leadership, Winthrop has achieved historic enrollment milestones - including record-setting numbers of applications and admitted students - as well as substantial gains in both new freshman and transfer enrollment. Her innovative partnerships and deep commitment to student success have strengthened the university's recruitment efforts and expanded access for students both in state and beyond.

She will now lead the offices of admissions, financial aid, and communications and marketing, as well as work closely with the academic colleges, the School of Graduate, Continuing, and Online Education, and the Office of Student Success' retention efforts, among other areas of the university. She will join the president's cabinet.

"This appointment reflects Dr. James' exceptional leadership, outstanding service to the university, and her significant contributions to Winthrop's recent recruitment and retention successes," said Serna. "Her new role also provides stability, continuity, and strong leadership for the Enrollment Management and Marketing Division. I am confident that her experience, energy, and dedication will further strengthen Winthrop's enrollment enterprise and help us build on the positive progress we have made in recent years."

James joined Winthrop is 2017 after serving as director of educational partnerships at Point Loma Nazarene University.

"I am grateful to President Serna for the opportunity to serve in this role and for the confidence he has placed in me. I care deeply about Winthrop's future and remain committed to keeping students at the center of everything we do. I look forward to continuing our enrollment momentum, advancing important strategic initiatives, and collaborating with colleagues across campus and with partners throughout the Carolinas," she said. "I am honored to lead an exceptionally talented Enrollment Management and Marketing team whose commitment to innovation and student-centered approach strengthen our work and will continue to drive Winthrop forward."

James holds a Doctor of Business Administration from the University of Phoenix; a Master of Business Administration from the University of Dallas; a Master of Accountancy from National University; and a Bachelor of Science in Communications from Loyola Marymount University.

She was the 2023 recipient of the Winthrop Award of Excellence, which was created to recognize individuals who have excelled in implementing significant Winthrop institutional goals.

James resides in Fort Mill, South Carolina, with husband Andrew and their two children, Anderson and Alice.

For more information, please contact Judy Longshaw, news and media services manager, at [email protected] or call 803/323-2404.