Patty Morales, Ph.D.

Patty Morales is Managing Director of Appily Growth Strategy & Product at EAB, where she helps shape strategies that support student engagement, enrollment growth, and institutional success. A nationally recognized enrollment leader, Patty brings deep expertise in admissions, financial aid, analytics, and student-centered strategy to help colleges and universities better understand and reach today’s students.

Before joining EAB, Patty served as Vice Provost for Enrollment Management at the University of California, Irvine, where she led Undergraduate Admissions, Financial Aid and Scholarships, the Registrar, and Enrollment Management Analytics. In that role, she became known for innovative approaches to using technology, data, and analytics to support student success. Patty is especially passionate about “humanizing data,” encouraging a consultative, collaborative approach to analytics that looks across the full student lifecycle to improve the student experience.

Earlier in her career, Patty served as Associate Vice Chancellor and Director of Admissions at UCI and as Senior Consultant at Maguire Associates. She earned a B.A. in English and History from Boston College, an M.A. in English Literature from the University of Chicago, an M.T.S. from Harvard Divinity School, and a Ph.D. in the History of Consciousness from UC Santa Cruz.