UNIVERSITY PARK, Pa. — Penn State has appointed George M. Zimmerman as assistant vice president for enrollment management and executive director of Undergraduate Admissions, effective Sept. 18. Zimmerman comes to Penn State from West Virginia University, where he also held the role of assistant vice president of enrollment management.
“George is a seasoned enrollment management professional who has direct experience working in a multi-campus system in a highly competitive market environment,” said Penn State Vice President for Enrollment Management Matt Melvin. “His experience and expertise at leveraging data to enhance both strategic and tactical operations and commitment to serving students and their families will be instrumental as we work cooperatively and collaboratively across the University to enhance and elevate strategies designed to secure Penn State’s preferred enrollment future.”
Zimmerman brings nearly two decades of leadership experience in higher education to Penn State, most recently as assistant vice president of enrollment management at West Virginia University (WVU) in Morgantown. Serving in that role since 2020, Zimmerman was responsible for creating and executing a nationwide enrollment strategy for the WVU system, including the flagship campus in Morgantown, regional campuses, health sciences center and WVU Online. Additionally, Zimmerman created the WV Pledge Scholarship, which covers the remaining cost of attendance for eligible West Virginia students after all other financial aid options have been utilized. Prior to his current role, Zimmerman served as executive director of Undergraduate Admissions at WVU from 2016 to 2020.
A native of Pottsville, Pennsylvania, Zimmerman has a deep appreciation for Penn State, its land-grant mission, and the University’s broad impact on students and families across Pennsylvania.
“As a native of Pennsylvania, I have a long-standing affinity for Penn State and what it provides to the commonwealth. Land-grant universities influence not only the lives of their students but also the communities they serve,” said Zimmerman. “This type of environment is one that I have been drawn to throughout my career. Through my most recent experience at WVU, I have had the pleasure of seeing how a land-grant institution directly influences its state. Being a part of that integral mission at Penn State is an exciting opportunity that I am looking forward to.”
Zimmerman began his career as an admissions counselor at his alma mater, Marywood University, and subsequently rose through the enrollment management ranks. He held multiple appointments at Binghamton University from 2011 to 2016, culminating with service as associate director of admissions.
In his new position, Zimmerman looks forward to partnering with colleagues in developing innovative strategies to achieve enrollment success, despite a tightening market, across the entire University.
“Higher education is entering a challenging period. The value of a college degree is under scrutiny, the number of high school graduates is slated to decline in the coming years, and the world has been dramatically changed due to a global health crisis,” he said. “Penn State is equipped to not only combat these challenges but find new ways to transform education for a changing world. I'm looking forward to collaborating with the talented individuals across all campuses to create innovative new enrollment strategies that will build on the success Penn State has already seen and continue well into the future.”
Zimmerman holds bachelor’s and master’s degrees in business administration from Marywood University in Scranton.