This study contributes to the developing literature on enrollment management by looking at how individual enrollment management organizations interact within the changing higher education landscape. One way to understand how an organization interacts is to understand its leader. Thus, this study focuses on the leaders of enrollment management as a means of understanding the field. The lens of the chief enrollment management officer (CEMO) provides unique insight into the strategic direction a university will take. Given that the universities in this study are leading research extensive and research intensive universities (as defined by external rankings) (Carnegie Foundation for the Advancement of Teaching 2005), it is not unreasonable to assume that other institutions will adopt their practices and follow the strategic direction these leading national universities have set. The universities in this study are located in states anticipating an 11 percent or greater growth in the high school graduate population. The methodology promotes a critical look at the factors that influence enrollment strategy. (Contains 1 table and 3 figures.)