Manager, Digital Strategy and Experience

TuftsMedicine; United States; Hybrid; USD 120,000 - 180,000; Full time

Job summary

TuftsMedicine seeks a Manager of Digital Strategy and Experience to lead strategy, development, and optimization of public-facing websites and digital listings. You will guide a cross-functional team, collaborate with IT, clinical informatics, and marketing, and ensure ADA-compliant, consumer-centric experiences that support patient acquisition and brand growth.

The role requires a digital leader with strategic vision, technical acumen, and people-management skills to drive continuous

Qualifications

• Bachelor's degree in Marketing, Digital Marketing, Communications, or related field.
• 7+ years in digital strategy, website management, or digital marketing, with 3+ years in healthcare marketing.

Responsibilities

• Lead strategic planning and optimization of public-facing websites and listings.
• Own website strategy, roadmaps, and CMS governance for performance and accessibility.
• Drive digital listings accuracy across search engines and directories.
• Oversee SEO strategy and AI-powered search optimization efforts.
• Establish analytics dashboards to measure discoverability and engagement.
• Develop and mentor the digital strategy and experience team.

Skills

Strategic planning

Team leadership

Digital strategy

Healthcare marketing

SEO optimization

Education

Bachelor's degree

Tools

WRITER

Google Analytics

Yext

Job description

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:

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 market