EM Leadership

Jim Rawlins

AVC of Enrollment Management

As the AVC of Enrollment Management, Jim Rawlins serves as the chief enrollment officer for the University. This role leads the Enrollment Management division in its work of identifying, recruiting, admitting, yielding, enrolling and funding talented and diverse undergraduate students. As AVC-EM, Jim collaborates across the entire campus to reach these goals by working closely with UC San Diego’s academic schools, colleges and campus units. Externally, he works with community partners throughout the state with a vested interest in UC San Diego’s enrollment management goals. Jim serves as a member of the San Diego Divisional Academic Senate, as well as an ex officio member of the Senate’s Committee on Admissions, and is responsible for implementing the decisions and policies of the Academic Senate. Jim has more than 30 years of experience in enrollment management and admissions, and is a former president of the National Association for College Admission Counseling (NACAC).

Blia Yang

Executive Director of Admissions

As the Executive Director of Undergraduate Admissions, Blia leads the Admissions team and is responsible for all aspects of admissions including outreach and recruitment, operations, application review, the visitor experience, and yield. She manages and facilitates strategic program planning and works as a collaborative partner with faculty, departments, campus colleagues, Office of the President, and more. With 22 years of experience in both undergraduate admissions and college preparation programs, Blia focuses on enrolling an accomplished and diverse class of undergraduate students while meeting campus enrollment goals and targets. Blia formerly served as the Director of Undergraduate Admissions at UC Santa Cruz.

Visit admissions.ucsd.edu

Silvia Marquez

Executive Director of Financial Aid & Scholarships Office

Silvia Marquez serves as the Executive Director of the Financial Aid and Scholarships Office where she and her team administer all aspects of the federal, state and institutional student aid programs. Silvia champions student success and retention in line with the University’s vision and mission to prepare the next generation of global leaders by educating, generating and disseminating knowledge and engaging in public service. Silvia joined UC San Diego’s Financial Aid and Scholarships Office in 2022 and formerly served as the Associate Director of the Financial Aid and Scholarships Office at UC Berkeley.

Visit fas.ucsd.edu

Cindy Lyons

University Registrar

As University Registrar, Cindy has campus-wide responsibility for the leadership, management, and direct oversight of all aspects of the Office of the Registrar including: Academic Records, Classroom Management and Scheduling, Systems Operations, Transcripts, Diplomas, Residency, Degree Audit Report System (DARS), and Enrollment Services. The University Registrar is a key member of the Enrollment Management (EM) leadership team reporting to the Associate Vice Chancellor for Enrollment Management. Cindy joined UC San Diego in 1996 and has held multiple positions within the Office of the Registrar, including Assistant Registrar, Associate Registrar and Sr. Associate Registrar.

Visit registrar.ucsd.edu

Anitra Willis

Director of Enrollment Management Technology Services

As Director of Technology Services for Enrollment Management, Anitra Willis leads a team of IT professionals in delivering outstanding technology service, support, analysis, design, and project management to deliver an excellent student experience. Anitra has dedicated more than 28 years working at UC San Diego to improve systems and provide excellent technology service and support. She is passionate about promoting access to higher education and dedicated to supporting and mentoring students.

Jon Host

Enrollment Management Business Officer

Jon Host serves as a strategic partner to the Associate Vice Chancellor of Enrollment Management and is responsible for the long-range planning, organizing and staffing in the areas of budget, contract, and grant administration, staff personnel administration, purchasing, expenditure control, space utilization, building security and maintenance.

Dr. Lucy Wenqian Dai

Director of Enrollment Management Analytics

As Director of Enrollment Management Analytics, Dr. Lucy Dai leads reporting and analytics efforts for EM by providing strategic planning and forecasting for the department. She is responsible for developing and monitoring long-range operational goals and performance measures as well as implementing an integrated plan for data forecasting within EM. Dr. Dai has a Ph.D. in Sociology from the University of South Carolina and formerly served as the Senior Data Specialist for Institutional Research and Analytics at the University of Virginia.

Linda Doughty

Director of California Student Opportunity and Access Program (Cal-SOAP)

For 28 years, Linda Doughty has been the Director for the California Student Opportunity and Access Program (Cal-SOAP) in San Diego and Imperial Counties. She has led Dare to Dream College forums, College: Making It Happen events and Parent 9-1-1 classes for students and parents throughout San Diego. She also secured over $2,000,000 in scholarships for high school seniors in San Diego and Imperial Counties and serves as the regional coordinator of the Cash for College Program. Moreover, Linda works with many community groups (including AVID, College Bound, TRIO, UC Community Based Organizations, etc.) on educational information and works in collaboration with parent groups, churches, sororities and fraternities. Linda has committed countless hours beyond the walls of the workplace to assisting students in San Diego and beyond with the college-going process.

Visit calsoapsandiego.org

Raquel Aparicio

Director of Student Outreach and Engagement

As the Director of Student Outreach and Engagement, Raquel Aparicio fosters connections across the academic landscape. She is dedicated to advancing advocacy, education, and reporting for the higher education pipeline by building bridges with faculty, deans, administrative staff, university leadership, and current students. Her responsibilities encompass seamlessly coordinating diverse outreach activities and initiatives with UC San Diego stakeholders. With over 17 years of experience in Higher Education at PLNU and SD Mesa College, Raquel has also played a key role in fostering collaboration for economic development at California's Governor's Office of Business and Economic Development. Raquel is passionate about removing barriers for students seeking access to higher education.