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In this paper, we explore the paradoxes of enhancing gender equality while a neoliberal policy agenda expands across globalizing institutions of higher education. Since 2001, the National Science Foundation ADVANCE institutional transformation grants have funded gender equality initiatives in 37 selected US universities. We ask how the goals of ADVANCE and the dynamics of change in ADVANCE programs have been shaped by the larger context of university reforms that increase managerial control over faculty, and focus on global rankings and national competiveness in STEM fields. We argue that ADVANCE reflects some of these developments in higher education, including academic capitalism and the creation of an audit culture with data-driven change strategies. ADVANCE, however, also differs in its focus on fixing the institutions -- instead of the women -- by changing the gendered nature of organizational practices, procedures, and policies. ADVANCE creates opportunities for institutional learning through peer- and self-reflexive-learning processes for which “gender expertise” plays a complex role. We discuss the opportunities and pitfalls of this change strategy.