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,