Growth Marketing Analyst

Job Overview

Reporting to the System Director, Brand and Digital Strategy, this position drives patient acquisition, engagement, and service line growth through data-driven digital marketing strategies for Tufts Medicine, the primary health system of Tufts University School of Medicine. This role leads the optimization of the patient journey and content strategy, advances SEO and generative engine optimization (GEO) readiness, and manages paid media and digital campaign performance across the full marketing funnel. This position develops and executes integrated, multi-channel campaigns that translate consumer insights into measurable business outcomes, leveraging analytics, testing, AI, and automation to improve performance and ROI. This position serves as a strategic partner to content, digital strategy and experience, marketing operations, and service line portfolio teams to reduce friction across the patient journey.

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. Five (5) years of progressive growth marketing, digital marketing, or performance 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 marketing and growth marketing.

4. Experience in academic health systems or large integrated delivery networks.

5. Experience with WRITER or similar enterprise AI platforms.

6. Certification in digital marketing, analytics, or paid media (Google Analytics, Google Ads, Meta Blueprint, HubSpot).

7. Experience with patient journey mapping, consumer insights, and precision marketing.

8. Experience with healthcare content optimization, CMS platforms, and conversion rate optimization (CRO).

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 comprehensive growth marketing strategies aligned with Tufts Medicine's strategic goals, driving patient acquisition, engagement, and service line growth across the full consumer journey.

2. Leads patient journey optimization across the digital front door, including find-a-doctor experience, service line journeys, content pathways, conversion UX, appointment scheduling flows, lead capture, and follow-up engagement to reduce friction and increase conversion.

3. Owns and optimizes content strategy and performance across websites, blogs, service line pages, and native platforms, collaborating with content, digital strategy and experience, marketing operations, and service line portfolio teams to deploy optimized content that fuels growth.

4. Develops and implements SEO and generative engine optimization (GEO) strategies to ensure Tufts Medicine ranks prominently in traditional search and AI-powered search platforms (ChatGPT, Perplexity, Google AI Overviews), including schema markup, structured data, and AI search readiness.

5. Plans, executes, and optimizes paid media campaigns across search, social, programmatic, and display channels, managing budget allocation, bidding strategies, creative testing, and performance to maximize ROAS, CPA, and patient acquisition.

6. Defines audience strategies using segmentation, personas, and journey insights to deliver relevant, data-driven campaigns across B2C, B2B2C, and consumer audiences.

7. Establishes and monitors growth marketing KPIs, analytics frameworks, and performance dashboards to measure campaign effectiveness, ROI, and patient conversion across all digital channels.

8. Champions the adoption and governance of AI-powered marketing tools, including WRITER (organization's enterprise AI platform), for content creation, campaign optimization, SEO/GEO execution, and workflow automation.

9. Leads conversion rate optimization (CRO) initiatives including landing page testing, A/B testing, funnel optimization, and user experience enhancements to improve conversion at every stage of the funnel.

10. Translates research, analytics, and market signals into actionable marketing plans that drive performance across the full consumer journey from awareness through conversion and retention.

11. Partners with IT, clinical informatics, web, and security teams to ensure digital campaigns and content initiatives align with enterprise governance, security, risk management, and HIPAA compliance frameworks.

12. Manages relationships with digital agencies, media vendors, SEO/GEO partners, and content developers to deliver best-in-class growth marketing solutions.

13. Coordinates paid media, email, web, content, and creative teams around shared funnel goals, ensuring integrated strategies, coordinated execution, and shared accountability for outcomes.

14. Stays current with emerging technologies, digital marketing trends, AI and GEO innovations, and healthcare industry best practices to recommend strategic investments and maintain competitive advantage.

15. Develops action plans with clear deliverables, deadlines, accountabilities, and measurable benchmarks for all growth marketing initiatives.

16. Presents regular reports to the System Director, Brand and Digital Strategy and senior leadership on campaign performance, patient acquisition results, insights, and strategic recommendations.

17. Fosters and cultivates relationships across the health system (hospitals, departments, medical school), establishing MarCom as a trusted, strategic partner for growth.

Physical Requirements:

1. Ability to sit for extended periods while working at a computer workstation.

2. Manual dexterity to operate computer keyboard and mouse for content creation and editing.

3. Visual acuity to review web content, proofread text, and analyze digital interfaces and analytics dashboards.

Skills & Abilities:

1. Strategic thinking and ability to translate business objectives into actionable growth marketing strategies.

2. Expert knowledge of digital marketing channels: SEO, SEM, paid social, programmatic advertising, content marketing, and email marketing.

3. Proficiency with paid media platforms: Google Ads, Meta Ads, programmatic, and campaign management tools.

4. Knowledge of AI tools and platforms, particularly WRITER for content creation, workflow automation, and marketing optimization.

5. Expertise in SEO and generative engine optimization (GEO), including schema, structured data, and AI search prominence strategies.

6. Strong understanding of content optimization, CMS platforms, UX/UI principles, and website conversion optimization.

7. Expertise in data analytics, attribution modeling, conversion optimization, and performance measurement (CPA, CAC, LTV, ROAS).

8. Strong understanding of healthcare consumer behavior, patient journey mapping, and precision marketing.

9. Proficiency with analytics tools (Google Analytics, Adobe Analytics) and marketing automation platforms.

10. Project management skills with ability to manage multiple complex campaigns and initiatives simultaneously.

11. Exceptional communication and presentation skills for diverse audiences including clinical leaders, colleagues, and executives.

12. Collaborative approach with ability to influence stakeholders and drive change across the organization.

13. Budget management and resource allocation expertise for paid media and digital campaigns.

14. Vendor management and contract negotiation skills for agencies and media partners.

15. Commitment to data privacy, HI