Bay Path Appoints Reena Lichtenfeld VP for Enrollment Management, Marketing

Reena Lichtenfeld

LONGMEADOW — Bay Path University announced the appointment of Reena Lichtenfeld as its new vice president for Enrollment Management and Marketing. She will join the executive leadership team and provide strategic leadership for enrollment management, marketing, and communications at a pivotal moment in the university’s history following the acquisition of Cambridge College.

Lichtenfeld brings more than 25 years of experience in higher education leadership, enrollment strategy, admissions operations, and marketing across private, public, online, and for-profit institutions. Her career reflects a deep commitment to access, innovation, and student-centered outcomes, with expertise spanning undergraduate, graduate, doctoral, online, adult, and transfer populations.

“Dr. Lichtenfed’s appointment represents an important investment in Bay Path’s future,” said Sandra Doran, president of Bay Path University. “She brings an exceptional combination of strategic vision, data-informed decision making, and a genuine passion for serving learners at all stages of their learning journey. As we continue to integrate Bay Path University and Cambridge College, Reena’s leadership will be instrumental in strengthening our enrollment strategies, unifying our brand, and expanding access to a Bay Path education.”

Most recently, Lichtenfeld served as senior vice president at RNL + Encoura, where she led Enrollment and CRM Consulting Services, overseeing organizational assessments, marketing and communication audits, and student journey optimization for institutions nationwide. Her prior roles at RNL + Encoura include Vice president, assistant vice president, and executive consultant, during which she advised colleges and universities on strategic enrollment planning, recruitment strategy, governance, accreditation, and compliance.

Earlier in her career, she held senior enrollment leadership roles at Vanderbilt University’s Peabody College of Education and Human Development and Laureate Education, where she led large, multi-national admissions and operations teams, launched new institutions, developed global transfer credit and transcript evaluation processes, and spearheaded major change management initiatives across multiple regions.

At Bay Path, Lichtenfeld will oversee undergraduate and graduate admissions, marketing, communications, and the enrollment center, leading a division of 56 professionals. She will guide the development of data-informed enrollment and marketing strategies that support the university’s mission, strengthen brand identity across all campuses and online programs, and drive sustainable enrollment growth across all modalities.

“I am honored to join Bay Path University at such an exciting and transformative time,” Lichtenfeld said. “Bay Path’s mission-driven focus on access, career relevance and workforce development, and student success deeply resonates with me. I look forward to collaborating with faculty, staff, and leadership to build integrated enrollment and marketing strategies that tell the Bay Path story clearly, expand reach to new partners and markets, and support learners at every stage of their educational journey.”

Lichtenfeld holds a doctor of education degree in higher education administration from Walden University, a master of education degree in higher education administration, and a bachelor’s degree in psychology from the University of South Carolina. She is a contributing faculty member at Walden University, mentoring doctoral students in higher education leadership, and is a published author and frequent presenter at national higher education conferences. She is also a CliftonStrength certified coach and brings a collaborative, appreciative-inquiry-based leadership approach to her work.