System Director, Brand and Digital Strategy

About Tufts Medicine

Tufts Medicine is an innovative, mission-driven health system that unites the best of academic and community medicine to deliver exceptional, connected, and accessible care. Our system includes Tufts Medical Center, the principal teaching hospital of Tufts University and Tufts University School of Medicine, as well as Lowell General Hospital, Lowell General Hospital - Saints Campus, MelroseWakefield Hospital, Lawrence Memorial Hospital of Medford, Tufts Medicine Behavioral Health Hospital (opening Fall 2025), Tufts Medicine Care at Home, Tufts Medicine Integrated Network, and a network of 2,300 physicians across Massachusetts and southern New Hampshire. We treat the most complex conditions, keep our communities healthy, and bring research breakthroughs to life.

About the Role

Tufts Medicine is seeking a seasoned, innovative, and strategic System Director, Brand and Digital Strategy to lead the organization's brand development and digital strategy initiatives. This individual will be responsible for overseeing the enterprise-wide brand positioning, digital engagement, and the integration of innovative digital strategies to increase visibility and strengthen Tufts Medicine's position as a leader in healthcare.

The Director will play a critical role in elevating Tufts Medicine's brand presence, ensuring alignment across all digital touchpoints and offline brand communications, and optimizing the organization's digital ecosystem. The successful candidate will develop and execute brand-building strategies and digital marketing campaigns that resonate with a broad audience, ensuring the brand and digital strategies align with Tufts Medicine's mission and business priorities.

Success in this role requires an entrepreneurial mindset, expertise in digital transformation, and experience in managing brand innovation and digital marketing performance. This position will require creativity, strategic insight, and the ability to collaborate effectively with cross-functional teams to deliver measurable results and drive Tufts Medicine's mission forward.

The Director will work closely with the Director, Communications Strategy and the Director, Content Strategy to ensure an integrated and cohesive approach across all brand, content, and digital marketing efforts.

Job Description

Minimum Qualifications:

1. Bachelor's degree with concentrations in Communications, Marketing, or Business Administration.

2. Ten (10) years of management experience in brand management, digital strategy, and digital marketing.

Preferred Qualifications:

1. Ten (10) years of experience in brand management, digital strategy, and digital marketing, ideally within a large, complex healthcare system, academic medical center, or technology-driven organization.

2. Proven experience in building and positioning brands in the healthcare industry, with a deep understanding of the competitive landscape and digital trends.

3. Strong experience in leveraging digital analytics and data-driven decision-making to optimize campaigns, website performance, and overall brand visibility.

4. Experience in leading and managing high-performing teams, fostering a culture of creativity, collaboration, and accountability in digital strategy and marketing initiatives.

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. Develops and executes a comprehensive brand strategy that strengthens Tufts Medicine's positioning as a leader in healthcare, ensuring consistency and alignment with the organization's mission, vision, and values.

2. Leads digital strategy across the organization, including website, social media, SEO, SEM, email marketing, and other digital platforms, ensuring cohesive and integrated digital experiences.

3. Oversees brand development and messaging across all touchpoints, including digital, print, internal communications, and external campaigns.

4. Leads the creation and implementation of digital marketing campaigns, utilizing best practices to drive patient engagement, awareness, and loyalty.

5. Works closely with internal teams to define digital customer journeys, optimize the user experience (UX), and leverage digital channels to improve patient acquisition and retention.

6. Leverages data analytics and digital metrics (including KPIs and A/B testing) to continuously measure, refine, and optimize brand performance, digital campaigns, and online content.

7. Manages the integration of digital technology and innovation to create new digital channels and enhance existing platforms, keeping Tufts Medicine ahead of digital trends.

8. Fosters brand innovation, ensuring that Tufts Medicine maintains a forward-thinking, cutting-edge presence in healthcare branding and digital engagement.

9. Collaborates with cross-functional teams, including marketing, operations, research, and communications, to ensure all brand and digital initiatives are aligned with the broader business strategy and organizational goals.

10. Leads the development of digital content strategies and oversee content management across digital platforms to ensure consistency, accuracy, and engagement.

11. Builds and manages digital partnerships, identifying key opportunities for collaboration, and ensuring that digital and brand efforts maximize Tufts Medicine's visibility and influence in the healthcare industry.

Physical Requirements:

1. This is largely a sedentary role, which involves sitting most of the time, but may involve movements such as walking, standing, reaching, ascending/descending stairs, and operating office equipment.

2. Frequently required to speak, hear, communicate, and exchange information.

3. Ability to see and read computer displays, read fine print, and/or normal type size print and distinguish letters, numbers and symbols.

4. Requires manual dexterity using fine hand manipulation to operate computer keyboard.

Skills & Abilities:

1. Expertise in digital transformation, including the management of digital marketing strategies, content optimization, and customer experience across multiple platforms.

2. Deep understanding of SEO, SEM, paid media, email marketing, and other digital marketing channels, with experience in leading high-impact campaigns that deliver measurable results.

3. A strong entrepreneurial mindset and the ability to drive innovation while maintaining the core integrity of the Tufts Medicine brand.

4. Exceptional communication skills, with the ability to collaborate across teams, influence senior leadership, and build relationships with internal and external stakeholders.

5. Ability to simplify complex topics for diverse audiences, creating clear and compelling messaging across digital platforms.

6. Proficiency in project management tools and techniques, with experience in Agile methodologies and overseeing cross-functional projects.

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 Marketing Leadership duties: Controls, directs, and participates in the activities of the organization through a hierarchy of managers and supervisors. Responsibilities also include long-term strategic planning, determining the policies of the organization, and allocating its resources and making decisions regarding organization growth and diversification to accomplish entity's vision. 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 directs a department or small unit that includes multiple teams led by managers and/or team Leaders. Responsibilities typically include: ownership of short to mid-term (1-3 years) execution of functional strategy and the operational direction of the Department, problems faced are often complex and require extensive investigation and analysis, and requires ability to influence others to accept practices and approaches, and ability to communicate and influence executive leadership.

Tufts Medicine is a leading integrated health system bringing together the best of academic and community healthcare to deliver exceptional, connected and accessible care experiences to consumers across Massachusetts. Comprised of Tufts Medical Center, Lowell General Hospital, MelroseWakefield Hospital, Lawrence Memorial Hospital of Medford, Care at Home - an expansive home care network, and large integrated physician network. We are an equal opportunity employer and value diversity and inclusion at Tufts Medicine. Tufts Medicine does not discriminate on the basis of race, color, religion, sex, sexual orientation, age, disability, genetic information, veteran status, national origin, gender identity and/or expression, marital status or any other characteristic protected by federal, state or local law. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation by emailing us at careers@tuftsmedicine.org.