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…