FLT Profile: Eduardo “Ed” Valenzuela

Eduardo “Ed” Valenzuela, vice president for enrollment and student finance, joined the Finance Leadership Team (FLT) and University Finance and Administration (UFA) on November 18, 2024. In his role, Ed will integrate university enrollment and student financial services across central administration and the chancellor units to strengthen access, affordability, and student success. For more than 20 years, Ed has worked in various financial divisions at Salem State University in Massachusetts, most recently as assistant vice president of student financial services and enrollment operations. He previously worked at Western New England College as assistant administrative director for off-campus programs. Here is some interesting information about Ed.

Tell us about your first job.

I got my first job when I was in high school. I worked for a potato chip company on the night cleaning crew after production shut down for the day. The crew was responsible for cleaning the production area, which involved removing all the crumbs and grease from the stainless-steel conveyors and chutes that moved the potato chips from the fryer into the packaging machines and polishing the stainless steel. We also used industrial grease-cutting floor cleaning machines and wet vacs to ensure the production area wasn't slippery for production line workers in the morning. My work clothes were impossible to wash and smelled like potato chips. For a very long time, I could not bear eating any bagged snack foods! 

Did you have a career fork in the road?

Yes, I have! My move from Salem State to Rutgers was a significant career fork in the road. When I departed Salem, I was serving as the interim Associate Vice President/Chief Enrollment Management Officer, with the position slated to be made permanent. I could have finished my career there and eventually drawn on a full state pension after six additional years. However, I chose to embrace change and move on to Rutgers! I was very attracted by the opportunity to serve as a significant change agent to lead the newly formed Enrollment and Student Finance area that unified University Enrollment Services and Student Accounts, Billing, and Cashiering Services.

Do you have a favorite object in your office?

I have a wooden box display gifted to me by a former direct report when I departed Salem State. It has the words "Difference maker" and the definition "A dedicated person who can make a big impact even with just a small action or a few words. Someone who improves the lives of others. One who rallies or encourages others to propel themselves forward and bring about change." It serves as a daily reminder to stay focused on making a positive impact.

Do you have a favorite book?

This was a hard question. As an English major, I've been exposed to many novels and authors. However, I would have to say "Switch: How to Change Things When Change is Hard" by Chip and Dan Heath is my favorite book because it is practical. It provides a framework for enacting effective change and has both personal and professional applications. Much of the framework is based on and references classic, well-known authors on change, such as Kotter's "The Heart of Change," Bridges' "Managing Transitions: Making the Most of Change," and Quinn's "Deep Change." It's the one book that I'll re-read, in part or as a refresher. The only thing in life that is constant is change, right? 

What is your favorite music genre and/or your favorite “get pumped” song, and why?

My favorite music genre is punk rock, primarily from the late 1970s and early to mid-1980s. The sound and lyrics were very different than the popular mainstream music of the time. Punk rock was fast and rebellious. It was skateboarding music. I couldn't really skateboard to rock or disco; that popular music was reserved for the roller-skating rinks. I was considered a skatepunk back in my high school and college days. I still have my original board. I enjoy the genre and regularly listen to the iconic punk band, The Ramones! However, my favorite "get pumped song is "Shine" by the Rollins Band, led by Henry Rollins, formerly of Black Flag, another iconic punk band. Google the lyrics of "Shine" to see why it's an all-around, get-pumped song for me.