Manager, Digital Strategy and Experience

Job Overview

Reporting to the System Director, Brand and Digital Strategy, the Manager, Digital Strategy and Experience, is responsible for leading the strategy, development, and continuous optimization of the public-facing websites and digital listings ecosystem for Tufts Medicine, the primary health system of Tufts University School of Medicine. This role owns the end-to-end website experience and the accuracy, consistency, and discoverability of the organization's digital listings across search engines, directories, maps, and AI-powered search platforms. The Manager leads a team of digital specialists and partners closely with IT, clinical informatics, and Marketing and Communications colleagues to ensure digital initiatives deliver an accessible, consumer-centric experience that supports patient acquisition, service line growth, and brand reputation. This role requires a digital experience leader who combines strategic thinking with technical expertise, people management capabilities, and a commitment to continuous improvement.

Local candidate required. Primarily remote position. Must be able to come onsite to our locations in Massachusetts as needed.

Job Description

Minimum Qualifications:

1. Bachelor's degree in Marketing, Digital Marketing, Communications, Business Administration, Health Informatics, or related field.

2. Seven (7) years of progressive digital strategy, website management, or digital marketing experience, with at least three (3) years in healthcare marketing.

Preferred Qualifications:

1. Experience in healthcare including academic hospitals, health systems, medical schools or life sciences.

2. Master's degree in Marketing, Business Administration (MBA), Health Informatics, or related field.

3. Eight (8) years of experience in healthcare digital strategy or website management.

4. Experience in academic health systems or large integrated delivery networks.

5. Expertise in AI-powered marketing tools and generative AI platforms for content creation and automation.

6. Experience with WRITER or similar enterprise AI platforms.

7. Experience with digital listings and location management platforms (e.g., Yext, Google Business Profile) across a multi-location health system.

8. Certification in digital marketing, analytics, or project management (Google Analytics, PMP, Agile).

9. Track record of building and mentoring high-performing digital teams.

Duties and Responsibilities: The duties and responsibilities listed below are intended to describe the general nature of work and are not intended to be an all-inclusive list. Other duties and responsibilities may be assigned.

1. Leads the strategic planning, development, and continuous optimization of all public-facing websites, ensuring superior user experience, accessibility (ADA compliance) and brand alignment as well as SEO, AEO, GEO, LLMO, SXI, AISEO and UX/UI optimization.

2. Owns the website strategy and roadmap across core site pages, landing pages, service line and condition pages, provider discovery surfaces, and campaign landing experiences in support of organizational growth goals.

3. Oversees the development, maintenance, and governance of public-facing websites built on the enterprise content management system (CMS), ensuring performance, security, and scalability.

4. Leads the digital listings strategy, ensuring accurate, consistent, and complete location, provider, and service information across search engines, directories, maps, and third-party listing platforms (e.g., Yext, Google Business Profile).

5. Oversees technical SEO strategy and search listings management to increase visibility, local search performance, and organic discovery across web and AI-powered search platforms.

6. Develops and implements AI search optimization strategies to ensure Tufts Medicine appears prominently in AI-powered search platforms (ChatGPT, Perplexity, Google AI Overviews).

7. Establishes and monitors website and listings KPIs, analytics frameworks, and performance dashboards to measure discoverability, user experience, and engagement across all owned digital properties.

8. Champions the adoption and governance of AI-powered tools, including WRITER (organization's enterprise AI platform), for web content creation, listings updates, and workflow automation.

9. Leads content strategy development for websites, collaborating with social, web, marketing, design, and media teams.

10. Manages, mentors, and develops the digital strategy and experience team by prioritizing workload, setting goals, and building digital capabilities across the team.

11. Partners with IT, clinical informatics, and security teams to ensure website and digital initiatives align with enterprise governance, security, risk management, and HIPAA compliance frameworks.

12. Collaborates with the System Director, Brand and Digital Strategy on digital roadmap priorities, supporting enterprise digital strategy and initiatives as directed.

13. Coordinates with the digital growth marketing function to ensure website and listings experiences support campaign landing pages, conversion paths, and patient acquisition goals.

14. Stays current with emerging web technologies, SEO and AI search trends, digital listings best practices, and healthcare industry developments to recommend strategic improvements.

15. Develops action plans with clear deliverables, deadlines, accountabilities, and measurable benchmarks for all website and digital listings initiatives.

16. Presents regular reports to the System Director, Brand and Digital Strategy on website and listings performance, insights, and strategic recommendations.

17. Ensures all digital initiatives support improved patient experience, operational efficiency, and organizational growth goals.

18. Fosters and cultivates relationships across the health system (hospitals, departments, medical school), establishing MarCom as a trusted, strategic partner.

Physical Requirements:

1. Ability to sit for extended periods while working at a computer workstation.

2. Manual dexterity to operate computer keyboard and mouse for content creation and editing.

3. Visual acuity to review web content, proofread text, and analyze digital interfaces and analyatics dashboards.

Skills & Abilities:

1. Strategic thinking and ability to translate business objectives into actionable website and digital listings strategies.

2. Expert knowledge of website optimization, technical SEO, local search, and digital listings management across search engines, directories, and map platforms.

3. Proficiency with content management systems (CMS platforms, Drupal preferred), web technologies (HTML/CSS), responsive design, and UX/UI principles.

4. Experience with web analytics and SEO tools (Google Analytics, Google Search Console, Google Tag Manager, Ahrefs, SEMrush, or similar).

5. Experience with digital listings and location management platforms (e.g., Yext, Google Business Profile) across a multi-location organization.

6. Experience with AI tools and platforms, particularly WRITER for content creation, workflow automation, and marketing optimization.

7. Knowledge of generative engine optimization (GEO) and AI search prominence strategies.

8. Strong understanding of healthcare consumer behavior, patient journey mapping, and the digital access experience.

9. Project management skills with ability to manage multiple website and listings initiatives simultaneously.

10. Exceptional communication and presentation skills for diverse audiences including clinical leaders, colleagues, and executives.

11. Strong leadership and people management capabilities with experience building and developing direct reports.

12. Collaborative approach with ability to influence stakeholders and drive change across the organization.

13. Commitment to data privacy, HIPAA compliance, and ethical use of patient data in marketing and communications.

Job Profile Summary

This role focuses on the marketing activities of the organization, including promoting and marketing healthcare services to the community and supporting business growth by disseminating information that promotes a favorable view of the organization. In addition, this role focuses on performing the following Media & Design duties: Designs and creates media and communications publications and materials. Produces computer-generated graphic-design for both internal and external communication materials, photography and digital editing, including stills, motion pictures and videotapes to support editorial content, non-photographer photo studio/photo shoot activities, including directing, creative consulting, styling, art and prop creation/curation, etc., creates, edits/proofreads text and layout for internal and external publications including product manuals, research findings, etc., content curation for digital and printed publications, screenwriting and copywriting/editing for films, programs or shows, production activities for a news broadcast, including research, journalism/reporting, copywriting, etc., creation and design of interactive media, including animation, visual/sound effects, etc. A management role that supervises employees focusing on tactical, operational activities within a specified area, with the majority of time spent overseeing area of responsibility, planning, prioritizing and/or directing the responsibilities of employees. Goal achievement is typically accomplished through performance of direct and/or indirect reports. A role that supervises all levels of employees. Responsibilities that typically include: Setting goals and objectives for team members for achievement of operational results, problems faced may be difficult but typically are not complex, and ensures policies, practices and procedures are understood and followed by direct reports, customers and stakeholders.

At Tufts Medicine, we want every individual to feel valued for the skills and experience they bring. Our compensation philosophy is designed to offer fair, competitive pay that attracts, retains, and motivates highly talented individuals, while rewarding the important work you do every day.

The base pay ranges reflect the minimum qualifications for the role. Individual offers are determined using a comprehensive approach that considers relevant experience, certifications, education, skills, and internal equity to ensure compensation is fair, consistent, and aligned with our business goals.

Beyond base pay, Tufts Medicine provides a comprehensive Total Rewards package that supports your health, financial security, and career growth-one of the many ways we invest in you so you can thrive both at work and outside of it.

Pay Range:

based on full-time equivalent