Growth Marketing Analyst

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.
• Defines audience strategies using segmentation, personas, and journey insights to deliver relevant, data-driven campaigns across B2C, B2B2C, and consumer audiences.
• Establishes and monitors growth marketing KPIs, analytics frameworks, and performance dashboards to measure campaign effectiveness, ROI, and patient conversion across all digital channels.
• 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.
• 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.
• Translates research, analytics, and market signals into actionable marketing plans that drive performance across the full consumer journey from awareness through conversion and retention.

Requirements

• Bachelor's degree in Marketing, Digital Marketing, Communications, Business Administration, Health Informatics, or related field.
• Five (5) years of progressive growth marketing, digital marketing, or performance marketing experience, with at least three (3) years in healthcare marketing.
• Physical Requirements:
• Ability to sit for extended periods while working at a computer workstation.
• Manual dexterity to operate computer keyboard and mouse for content creation and editing.
• Visual acuity to review web content, proofread text, and analyze digital interfaces and analytics dashboards.
• Skills & Abilities:
• Strategic thinking and ability to translate business objectives into actionable growth marketing strategies.
• Expert knowledge of digital marketing channels: SEO, SEM, paid social, programmatic advertising, content marketing, and email marketing.
• Proficiency with paid media platforms: Google Ads, Meta Ads, programmatic, and campaign management tools.

Preferred

• Experience in healthcare including academic hospitals, health systems, medical schools or life sciences.
• Master's degree in Marketing, Business Administration (MBA), Health Informatics, or related field.
• Eight (8) years of experience in healthcare marketing and growth marketing.
• Experience in academic health systems or large integrated delivery networks.
• Experience with WRITER or similar enterprise AI platforms.
• Certification in digital marketing, analytics, or paid media (Google Analytics, Google Ads, Meta Blueprint, HubSpot).
• Experience with patient journey mapping, consumer insights, and precision marketing.
• Experience with healthcare content optimization, CMS platforms, and conversion rate optimization (CRO).

Benefits

• The base pay ranges reflect the minimum qualifications for the role. Individual offers are determined using a comprehensive approach that considers relevant experience, certifications, education, skills, and internal equity to ensure compensation is fair, consistent, and aligned with our business goals.
• Beyond base pay, Tufts Medicine provides a comprehensive Total Rewards package that supports your health, financial security, and career growth—one of the many ways we invest in you so you can thrive both at work and outside of it.