The U.S. college admission environment has changed enormously over the last three decades. What have those changes meant for the profession of college admission officers? In this paper, the authors will describe the enormous changes that have taken place in high schools, colleges, and the entrepreneurial admission sector. They will describe how the profession of admission officer has changed dramatically since the early 1960s and will detail the phenomenal growth in the number of professionals in the field, their personal characteristics and qualifications, the emergence of admission specialists, and the institutionalization of a career path. They conclude with a discussion of a hybrid role of marketer and educator for chief admission officers, and a call for professional standards for both the chief admission officers and their assistants. (Contains 6 tables and a bibliography.)