Manager, Digital Strategy and Experience

Tufts Medicine

8d•$111,176 - $141,757•Remote

About The Position

Reporting to the System Director, Brand and Digital Strategy, the Manager, Digital Strategy and Experience leads the strategy, development, and continuous optimization of Tufts Medicine’s public-facing websites and digital listings ecosystem. The role owns the end-to-end website experience and the accuracy, consistency, and discoverability of digital listings across search engines, directories, maps, and AI-powered search platforms. The Manager leads a team of digital specialists and partners with IT, clinical informatics, and Marketing and Communications colleagues to deliver an accessible, consumer-centric digital experience that supports patient acquisition, service line growth, and brand reputation. This role oversees website strategy and governance, technical and AI search optimization, digital listings management, analytics, and AI-powered tools such as WRITER. It also manages and develops the digital strategy and experience team, coordinates with digital growth marketing, and ensures initiatives align with enterprise governance, security, risk management, and HIPAA compliance. The position is primarily remote, but requires a local candidate who can come onsite to Tufts Medicine locations in Massachusetts as needed.

Requirements

Bachelor’s degree in Marketing, Digital Marketing, Communications, Business Administration, Health Informatics, or a related field.
Seven years of progressive digital strategy, website management, or digital marketing experience, including at least three years in healthcare marketing.
Strategic thinking and ability to translate business objectives into actionable website and digital listings strategies.
Expert knowledge of website optimization, technical SEO, local search, and digital listings management across search engines, directories, and map platforms.
Proficiency with content management systems, with Drupal preferred; web technologies including HTML/CSS; responsive design; and UX/UI principles.
Experience with web analytics and SEO tools such as Google Analytics, Google Search Console, Google Tag Manager, Ahrefs, SEMrush, or similar.
Experience with digital listings and location management platforms across a multi-location organization.
Experience with AI tools and platforms, particularly WRITER, for content creation, workflow automation, and marketing optimization.
Knowledge of generative engine optimization (GEO) and AI search prominence strategies.
Strong understanding of healthcare consumer behavior, patient journey mapping, and the digital access experience.
Project management skills and ability to manage multiple website and listings initiatives simultaneously.
Exceptional communication and presentation skills for clinical leaders, colleagues, and executives.
Leadership and people management capabilities, including experience building and developing direct reports.
Collaborative approach, with the ability to influence stakeholders and drive organizational change.
Commitment to data privacy, HIPAA compliance, and ethical use of patient data in marketing and communications.
Ability to sit for extended periods while working at a computer workstation.
Manual dexterity to operate a computer keyboard and mouse for content creation and editing.
Visual acuity to review web content, proofread text, and analyze digital interfaces and analytics dashboards.
Must be a local candidate and able to come onsite to Tufts Medicine locations in Massachusetts as needed.

Nice To Haves

Experience in healthcare, including academic hospitals, health systems, medical schools, or life sciences.
Master’s degree in Marketing, Business Administration (MBA), Health Informatics, or a related field.
Eight years of experience in healthcare digital strategy or website management.
Experience in academic health systems or large integrated delivery networks.
Expertise in AI-powered marketing tools and generative AI platforms for content creation and automation.
Experience with WRITER or similar enterprise AI platforms.
Experience with digital listings and location management platforms such as Yext or Google Business Profile across a multi-location health system.
Certification in digital marketing, analytics, or project management, such as Google Analytics, PMP, or Agile.
Track record of building and mentoring high-performing digital teams.

Responsibilities

Lead strategic planning, development, and continuous optimization of public-facing websites, including user experience, ADA accessibility, brand alignment, SEO, AEO, GEO, LLMO, SXI, AISEO, and UX/UI optimization.
Own the website strategy and roadmap for core pages, landing pages, service line and condition pages, provider discovery surfaces, and campaign landing experiences.
Oversee development, maintenance, and governance of public-facing websites on the enterprise content management system, ensuring performance, security, and scalability.
Lead digital listings strategy and ensure accurate, consistent, and complete location, provider, and service information across search engines, directories, maps, and third-party listing platforms.
Oversee technical SEO strategy and search listings management to increase visibility, local search performance, and organic discovery across web and AI-powered search platforms.
Develop and implement AI search optimization strategies to improve Tufts Medicine’s prominence on AI-powered search platforms.
Establish and monitor website and listings KPIs, analytics frameworks, and performance dashboards to measure discoverability, user experience, and engagement.
Champion adoption and governance of AI-powered tools, including WRITER, for web content creation, listings updates, and workflow automation.
Lead website content strategy in collaboration with social, web, marketing, design, and media teams.
Manage, mentor, and develop the digital strategy and experience team; prioritize workload, set goals, and build team capabilities.
Partner with IT, clinical informatics, and security teams to align website and digital initiatives with enterprise governance, security, risk management, and HIPAA compliance frameworks.
Collaborate with the System Director, Brand and Digital Strategy on digital roadmap priorities and enterprise digital initiatives.
Coordinate with digital growth marketing to ensure website and listings experiences support campaign landing pages, conversion paths, and patient acquisition goals.
Monitor web technologies, SEO and AI search trends, digital listings best practices, and healthcare industry developments; recommend strategic improvements.
Develop action plans with deliverables, deadlines, accountabilities, and measurable benchmarks for website and digital listings initiatives.
Present regular reports on website and listings performance, insights, and strategic recommendations to the System Director, Brand and Digital Strategy.
Ensure digital initiatives support improved patient experience, operational efficiency, and organizational growth goals.
Cultivate relationships across hospitals, departments, and the medical school, positioning Marketing and Communications as a trusted strategic partner.