Sr. Social Media Manager

Job Summary The Senior Social Media Manager is the enterprise-level leader of GuideWell's consumer social media function - responsible not simply for managing social channels, but for architecting and governing the framework within which GuideWell's entire family of brands shows up on social media, and for ensuring that framework is executed with consistency, compliance, and strategic intent across every business unit. This is a meaningfully different role from a traditional social media manager or content producer. The Senior Manager, Social Media Strategy operates at the intersection of enterprise governance, business strategy, audience intelligence, and operational leadership. The role requires a leader who understands not just how social media works, but why it matters to the business - someone who can connect social investment to member acquisition, retention, and brand equity outcomes, and who uses that business understanding to define the right role for social to play across GuideWell's portfolio of brands. This leader manages a small team and carries direct accountability across four disciplines: enterprise social strategy, governance, and platform portfolio management; content architecture and publishing standards; community monitoring, response operations, and issue management; and cross-functional partnership and business unit enablement. Critically, this role is also responsible for maintaining a forward-looking view of the social media landscape - identifying emerging platforms worth testing, building the case for investment, and expanding GuideWell's social portfolio deliberately and strategically as the landscape evolves. Throughout all of this, the Senior Manager, Social Media Strategy is expected to measure what matters - connecting social activity to business outcomes, not just platform metrics, and using that linkage to continuously sharpen the function's strategic direction. Essential Functions The essential functions listed represent the major duties of this role, additional duties may be assigned. Enterprise Social Media Strategy, Governance & Platform Portfolio: The primary and defining responsibility of this role is building and stewarding the enterprise framework that governs how all of GuideWell's consumer social channels operate - ensuring that five distinct brands can each show up authentically and effectively on social while remaining coherent within a unified strategic architecture. This includes not only managing the platforms GuideWell operates on today, but actively scanning the horizon for the platforms that should be in its portfolio tomorrow. Develop and own the enterprise consumer social media strategy - establishing the overarching framework, platform logic, audience engagement principles, and governance standards that guide social presence across all five GuideWell business units on Facebook and Instagram, with a clear, documented rationale for how each platform serves specific business and audience objectives. Anchor social strategy to business value - ensuring GuideWell's social investment is guided not by platform convention or content volume, but by a clear-eyed understanding of what role social can and should play in member acquisition, retention, brand equity, and segment-specific growth objectives across each business unit. Build and maintain business-unit-specific social strategies for Florida Blue, GuideWell, Triple‑S, FHCP, and GEMD - tailoring approach, tone, content philosophy, and performance expectations to each unit's distinct audiences and business priorities, while maintaining enterprise-level coherence. Lead platform portfolio management and expansion - maintaining an active, expert-level scan of the emerging social media landscape, identifying platforms where GuideWell's audiences are growing or moving, and building structured business cases for new platform testing that include audience rationale, investment requirements, compliance considerations, and success criteria. Design and lead test‑and‑learn frameworks for new platform evaluation - establishing the methodology, governance, and measurement approach that allows GuideWell to evaluate emerging platforms rigorously before committing to sustained investment, and building the institutional process for adding platforms to the enterprise portfolio deliberately and strategically. Own enterprise social media governance documentation - including platform policies, brand voice and tone standards by business unit, content classification frameworks, compliance guardrails, and escalation protocols - creating the institutional infrastructure that enables consistent, compliant practice regardless of who is executing. Develop and maintain social media playbooks for each brand - comprehensive, living documents that codify how each business unit should approach content, community, response, and crisis situations on each active social platform. Evaluate, recommend, and manage the social media tools ecosystem - including publishing platforms, social listening tools, analytics dashboards, and emerging AI‑assisted technologies - ensuring the team is equipped to perform at scale across both current and future platforms. Serve as GuideWell's internal subject matter authority on consumer social media - providing expert counsel to CMX leadership, business unit stakeholders, and cross‑functional partners on social strategy, platform capabilities, compliance requirements, and industry evolution. Content Architecture & Publishing Standards: This role is responsible not for producing individual pieces of social content, but for building and overseeing the architecture, standards, and operational infrastructure within which all consumer social content is planned, approved, and published across the enterprise. Lead enterprise social content architecture - defining the content framework, thematic pillars, and audience‑aligned content mix that guides what GuideWell talks about on social, in what proportion, and with what strategic intent, across each brand and platform. Establish and govern the enterprise content planning infrastructure - including master content calendars, planning cadences, seasonal frameworks aligned to enrollment periods and business priorities, and the workflow standards that keep all five brands publishing consistently and on‑brand. Own the content governance and approval framework - designing and managing the review, compliance, and approval workflow that ensures all consumer social content clears Brand, Legal, Compliance, and Communications review efficiently, accurately, and without creating production bottlenecks. Set and maintain publishing standards across all consumer channels - including platform‑specific formatting requirements, accessibility standards, image and copy compliance guidelines, CMS regulatory requirements, and the quality benchmarks against which all published content is evaluated. Build the paid and organic social integration framework - establishing the strategic logic and operational handoffs that ensure GuideWell's organic social presence and paid social campaigns work in concert rather than in isolation, creating a coherent audience experience across both. Establish content performance standards and feedback loops - defining how content effectiveness is measured at the enterprise level, how those insights flow back into content architecture decisions, and how the team continuously improves the strategic quality of what it publishes. Oversee the team's day‑to‑day content and publishing operations - providing direction, reviewing output, and maintaining the quality bar across all consumer social channels for all five business units. Monitoring, Response Operations & Issue Management: Community monitoring and member response in a healthcare enterprise is a compliance‑sensitive, high‑accountability function - not a supplementary task. This role is responsible for building and leading a response operation that is fast, accurate, brand‑consistent, and equipped to handle everything from routine member questions to complex regulatory or reputational situations. Design and lead the enterprise social media monitoring infrastructure - establishing coverage standards, tooling requirements, and monitoring protocols that provide real‑time visibility into member and public conversation across all consumer social channels for all five GuideWell brands. Own the response operations framework - developing the tiered response architecture, pre‑approved message libraries, tone and escalation guidelines, and decision logic that governs how the team handles every type of consumer social interaction, from a routine benefits inquiry to a sensitive member complaint to a potential compliance issue. Establish and enforce response time standards across all consumer channels and business units - tracking performance against those standards, identifying gaps, and driving continuous improvement in the speed, accuracy, and quality of the team's response activity. Build and maintain a comprehensive escalation management system - with clearly defined pathways for sensitive member situations, potential regulatory violations, reputational risk events, and crisis scenarios, developed in partnership with Communications, Legal, Compliance, and Member Experience teams. Lead social listening and intelligence reporting - synthesizing monitoring data into regular, structured intelligence reports for the Senior Director and relevant business stakeholders that track sentiment trends, member concern patterns, competitive activity, and emerging issues across GuideWell's consumer social landscape. Manage response operations capacity planning - ensuring the team is appropriately structured, trained, and resourced for high‑volume periods including open enrollment, AEP, product launches, major news events, and other moments when social volume, sensitivity, and member need are elevated. Build team capability and institutional knowledge in response operations - ensuring every team member is trained, tested, and confident in how to handle the full range of consumer social interactions GuideWell's channels generate. Cross‑Functional Partnership, Business Unit Enablement & Outcomes Measurement: Effective enterprise social media depends on strong, trusted relationships with the internal partners whose work intersects with social at nearly every point - and on a rigorous, shared understanding of what social media is actually supposed to accomplish for the business. This role is responsible for building both. Serve as the primary day‑to‑day social media partner to Brand, Communications, Legal, Compliance, and Member Experience teams - building the working relationships and shared understanding that enable fast, effective collaboration on content review, issue response, and governance matters. Lead business unit social media enablement - working directly with stakeholders from Florida Blue, GuideWell, Triple‑S, FHCP, and GEMD to understand each unit's business objectives, surface relevant audience intelligence, and ensure the social strategy is structured to deliver against those objectives - not just to maintain a channel presence. Define the business value framework for GuideWell's social media investment - establishing, in partnership with each business unit and the Senior Director, a clear and shared understanding of what social is expected to contribute to acquisition, retention, brand equity, and member engagement outcomes, and using that framework to guide strategic prioritization and investment decisions. Build and own a social media outcomes measurement model that goes beyond platform metrics - connecting social activity to business results including lead generation contribution, enrollment influence, member retention signals, brand sentiment shifts, and cost‑per‑outcome efficiency, and establishing the data infrastructure and reporting processes needed to track those linkages consistently. Develop and deliver enterprise social media performance reporting that leads with business outcomes - moving beyond engagement rates and follower counts to provide the Senior Director and business stakeholders with a clear, quantitative picture of what social media is delivering for the business, where it is underperforming against its defined role, and what strategic adjustments are warranted. Partner with Marketing Analytics, Insights, and paid media teams to build the attribution frameworks and data connections that make business outcome measurement possible - ensuring social media performance is evaluated in the context of the full marketing ecosystem, not in isolation. Develop and lead internal social media education initiatives - building organizational understanding of social governance, platform requirements, compliance standards, and the business value framework that aligns social investment to enterprise priorities. Manage the relationship with social media platform vendors and technology partners - ensuring GuideWell is leveraging available platform resources, staying current on policy changes, and maintaining productive relationships that support the team's operational and measurement needs. Proactively identify and bring forward social media improvement opportunities - whether in content approach, platform portfolio, governance design, monitoring infrastructure, or outcomes measurement - with supporting analysis and clear implementation recommendations. Required Experience 6+ years related work experience. Experience Details: progressive social media experience, including demonstrated leadership of enterprise‑level consumer social programs across multiple brands or business units. Related Bachelor's degree required Marketing, Communications, Journalism, or a related field Proven ability to connect social media investment to business outcomes - with demonstrated experience building or applying measurement frameworks that link social activity to acquisition, retention, brand, or member engagement results rather than surface‑level platform metrics. Demonstrated expertise in designing and leading enterprise social media governance frameworks - including platform policies, content standards, brand‑specific playbooks, compliance guardrails, and escalation protocols - in a complex, multi‑brand organizational environment. Proven experience evaluating and expanding a social media platform portfolio - including structured assessment of emerging platforms, development of test‑and‑learn frameworks, and building business cases for new platform investment with defined success criteria and compliance considerations. Deep expertise in consumer social media strategy across Facebook and Instagram - including platform mechanics, algorithm behavior, audience engagement principles, and the ability to develop differentiated approaches for distinct brand identities within a unified enterprise framework. Demonstrated experience building and leading social media response operations at scale - including tiered response frameworks, pre‑approved message libraries, response time standards, and escalation management systems, preferably in a regulated industry. Strong command of social listening and quantitative intelligence reporting - with the ability to synthesize monitoring and performance data into business‑relevant insights for senior leadership and segment stakeholders. Experience managing direct reports with a track record of developing social media talent and building team capability. Demonstrated cross‑functional partnership experience with Legal, Compliance, Brand, Communications, and business unit stakeholders in a matrixed organization. Preferred Qualifications Experience in health insurance, managed care, or another regulated industry - with working knowledge of CMS social media guidelines, HIPAA implications for social communications, and state or federal requirements governing healthcare marketing on social platforms. Experience designing and managing enterprise social media governance and response operations across five or more distinct brand identities simultaneously, including multilingual or multicultural social audiences. Demonstrated experience evaluating and piloting emerging social platforms - including developing the business case, compliance framework, and measurement approach for new platform investment in a regulated enterprise context. Experience building social media attribution models or working with marketing analytics teams to establish quantitative linkages between social activity and downstream business outcomes including enrollment, member engagement, or brand equity metrics. Demonstrated experience managing social media operations during high‑stakes, high‑volume periods such as open enrollment, AEP, crisis or reputational events, or major product or policy changes. Familiarity with AI‑assisted social media tools - including AI‑driven listening platforms, content optimization tools, and automated response triage technologies - and the judgment to apply them appropriately in a regulated, member‑facing context. General Physical Demands Sedentary work: Exerting up to 10 pounds of force occasionally to move objects. Jobs are sedentary if traversing activities are required only occasionally. Physical/Environmental Activities Must be able to travel to multiple locations for work (i.e. travel to attend meetings, events, conferences). Occasionally. What We Offer As a Florida Blue employee, you will be at the heart of GuideWell's vision - to lead the nation in transforming health through compassionate, connected, and technology‑enabled care that delivers personalized value and empowered living. To support your wellbeing, comprehensive benefits are offered. As an employee, you will have access to: Medical, dental, vision, life and global travel health insurance; Income protection benefits: life insurance, short- and long-term disability programs; Leave programs to support personal circumstances; Retirement Savings Plan including employer match; Paid time off, volunteer time off, 10 holidays and 2 well‑being days; Additional voluntary benefits available; and A comprehensive wellness program Employee benefits are designed to align with federal and state employment laws. Benefits may vary based on the state in which work is performed. Benefits for intern, part‑time and seasonal employees may differ. To support your financial wellbeing, we offer competitive pay as well as opportunities for incentive or commission compensation. We also conduct regular annual reviews with pay for performance considerations for base pay increases. Annualized Salary Range $100,400 - $163,200 Typical Annualized Hiring Range $100,400 - $125,500 Final pay will be determined with consideration of market competitiveness, internal equity, and the job‑related knowledge, skills, training, and experience you bring. We are an Equal Employment Opportunity employer committed to cultivating a work experience where everyone feels like they belong and can perform at their best in pursuit of our mission. All qualified applicants will receive consideration for employment. #J-18808-Ljbffr