Road runner. File jockey. Advisor. Public speaker. Recruiter. At any given time, an admissions counselor fits one, some, or all of these descriptors. While all of these descriptors indicate an important function within a college or university, none reflects the increasingly complex nature of the role of an admissions counselor in strategic enrollment management (SEM). SEM is a comprehensive process for helping an institution achieve and maintain optimum recruitment, retention, and graduation rates. In a SEM-centered environment, an admissions office has more responsibility to educate various audiences about the nature of recruitment in relation to retention and, ultimately, graduation. Existing literature connects this task to the work of senior enrollment managers and director-level administrators. What about admissions counselors? The role of the admissions counselor must evolve from front-line recruiter and application decision maker to SEM ambassador: an individual who intentionally positions herself to inform multiple constituencies about the academic context of the institution.