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