Leadership

Mary Parker is Vice President for Enrollment Management and Chief Enrollment Strategist. As a member of the President's Cabinet, she serves as the university's chief enrollment strategist and oversees the division of enrollment management.

Parker has over 30 years of higher education experience within enrollment management where she has addressed financial aid optimization strategies, revenue-generation funding models, and domestic and international recruitment strategies supporting and enhancing access and student success. Prior to joining the University of Florida, Dr. Parker served as the inaugural vice president for enrollment management at Kent State University. Before Kent State University, she was the Associate Vice President for Enrollment Management at the University of Utah. Parker holds bachelor's and master's degrees from Southeastern Louisiana University and a doctorate from the University of Pennsylvania.

Rick Bryant is assistant vice president for admissions. With extensive managerial and strategic experience in all facets of admissions services, including operations, recruitment, evaluation and assessment, as well as a strong passion and commitment to supporting the recruitment of diverse and talented students, Bryant leads the Office of Admissions and UF Online Enrollment Services. In his 25 years of service to the University of Florida, Rick has been at the forefront of multiple system upgrades and program implementations. Respected as a leader in admissions, Bryant is a frequent presenter for conferences at state and national levels. Following graduation with an undergraduate and master's degree from UF, Rick joined the Division of Enrollment Management as an admissions officer and progressed in responsibilities through the years. As a first-generation college graduate and possessing a strong belief that higher education can change the world, Rick strives to enroll the next generation of leaders.

Donna Kolb is assistant vice president for enrollment management. Kolb developed and led effective student services and programs through her current leadership of OneStop Enrollment Services, the Office of the University Registrar, and the Office of Student Financial Aid and Scholarships. With more than 29 years of experience in higher education, at three different institutions, she is an expert in the administration of federal, state, and institutional aid programs, while also maintaining a strong commitment to students graduating on time. Kolb holds a master's degree in Business Administration with a concentration in accounting from Saint Leo University and a Bachelor's of Science in business administration with a concentration in Accounting from Troy University.

Casey Bullock, an experienced University Registrar at the University of Florida, brings a wealth of expertise in higher education leadership. He oversees the functions of the registrar's office including student insights and data support, student rights and academic compliance, student academic pathways, and student support. Dr. Bullock actively contributes to the field by participating in committees, presenting at national conferences, and publishing articles. His involvement in higher education initiatives spans areas such as transfer and articulation, prior learning assessment, general education, alternative credentials, and state policy. Endorsed in Strategic Enrollment Management (SEM) by AACRAO, he has earned accolades, including an award from the National Student Clearinghouse for outstanding research. Dr. Bullock's dedication extends to fostering access in higher education, evident in his work on academic scheduling and course prediction data analytics software. His scholarly focus encompasses educational leadership, policy, technology innovation, and student success. Dr. Bullock emphasizes serving the campus community, promoting holistic learning, collaborating with stakeholders, and expanding the educational reach of the university. He received his A.S. degree from Utah Tech University, a B.S. degree in Business, Psychology, and Communications from Utah State University, and an M.Ed. and Ph.D. in Educational Leadership and Policy from the University of Utah.

Melissa Allen is the director of UF Online enrollment services and oversees the centers for UF Online Recruitment and Outreach and UF Online OneStop Student Services. These centers provide student support for UF Online recruitment, admissions, financial aid, registrar and bursar services. Allen coordinates strategic and tactical planning with marketing, academic advising, student success and engagement and college administrators to support UF Online's mission and goals. A graduate of the 2016 UF Leadership Academy, Allen remains active in the UF Leadership Network. She earned a master's degree in communication from the University of Central Florida.

Dr. Tina Lamb is the director of Student Financial Aid and Scholarships (SFA). Tina is responsible for administering over $950 million annually in financial assistance from federal, state, university, and private sources. Informed by her own struggles as a Pell-eligible and federal work-study student, Tina is passionate about higher education access and providing every student with the experience, tools, and preparation they need to lead successful, fulfilling lives after graduation. She is especially proud of SFA's application of behavioral economics to increase the impact of aid offers to low-income students and to assist all students in navigating student loan borrowing. Tina has more than 20 years of service to the University of Florida and is one of just 350 in the nation to hold a Certified Financial Aid Administrator® license from the National Association of Student Financial Aid Administrators. She earned a bachelor's degree from UF in classical studies, a master's degree from the University of West Florida in public and non-profit administration, and a doctoral degree from UF in higher education.

Charles Murphy is director of admissions and leads the outreach, recruitment, scholarship and admissions team in providing services to UF's more than 60,000 freshmen and international applicants annually. His duties encompass the UF Welcome Center, alumni relations, scholarships and territory management within Florida, the U.S. and internationally. Murphy joined UF in 2018 after spending more than a decade working in undergraduate admissions at the University of Illinois, Urbana-Champaign. He earned a bachelor's degree from the University of North Carolina and a master's degree from the University of Michigan.

Aja Perez serves as director of Human Resources and Operations and oversees human resources, operations, emergency planning and document processing for the division of enrollment management. She joined the University of Florida in 2010 and has served as an Associate Director of Operations, Associate University Registrar and Assistant University Registrar. She holds a master's degree in business administration from Morehead State University and a bachelor's degree from Saint Leo University.

Jonathan Peine is the Director of Finance and Information Technology. He is responsible for budgeting, accounting, business and fiscal operations, student information system access, and information technology in the Division of Enrollment Management. A UF employee for over 20 years, Jonathan began his career with classroom scheduling and customer service as a Senior Clerk in the Office of the University Registrar. With increasing responsibilities through the years, he coordinated budgets, managed new initiatives and system implementations, supervised business services and creatively found solutions to help the division succeed. Jonathan holds a Master of Arts in History, a Bachelor of Arts in History and a Bachelor of Science in Finance - all from the University of Florida.

Zack O'Neill is the inaugural director of UF OneStop Enrollment Services and oversees the delivery of centralized and integrated student-focused services to students throughout their enrollment life-cycle. Zack joined Enrollment Management in 2010 as a team member in Student Financial Aid and Scholarships, where he held a variety of progressively responsible roles in the areas of athletics, the Florida Bright Futures program, state and institutional scholarships, student employment, and financial aid advising, before joining the newly created OneStop in 2021. He maintains a firm commitment to enhancing the student experience as they pursue their educational goals. Zack holds a bachelor's degree in Communications from the University of Central Florida and a master's degree in Public Administration from Florida Gulf Coast University.