Sr. Social Media Manager

GuideWell • United States,

2d • $100,400 - $163,200

About The Position

The Senior Social Media Manager is the enterprise-level leader of GuideWell's consumer social media function. This role is responsible for architecting and governing the framework within which GuideWell's entire family of brands shows up on social media, ensuring consistency, compliance, and strategic intent across every business unit. This position operates at the intersection of enterprise governance, business strategy, audience intelligence, and operational leadership. The role requires a leader who understands the business impact of social media, connecting social investment to member acquisition, retention, and brand equity outcomes. The leader manages a small team and is accountable for 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. This role is also responsible for maintaining a forward-looking view of the social media landscape, identifying emerging platforms for testing, building the case for investment, and strategically expanding GuideWell's social portfolio. The Senior Manager is expected to measure what matters, connecting social activity to business outcomes beyond platform metrics to continuously refine the function's strategic direction.

Requirements

• 6+ years related work experience.
• 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.

Nice To Haves

• 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.

Responsibilities

• Build and steward the enterprise framework governing how all of GuideWell’s consumer social channels operate, ensuring five distinct brands can show up authentically and effectively while remaining coherent within a unified strategic architecture.
• Develop and own the enterprise consumer social media strategy, establishing the overarching framework, platform logic, audience engagement principles, and governance standards for social presence across all five GuideWell business units on Facebook and Instagram.
• Anchor social strategy to business value, ensuring GuideWell’s social investment is guided by a clear understanding of social's role in member acquisition, retention, brand equity, and segment-specific growth objectives.
• 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.
• Lead platform portfolio management and expansion by scanning the emerging social media landscape, identifying platforms where GuideWell’s audiences are growing or moving, and building structured business cases for new platform testing.
• Design and lead test-and-learn frameworks for new platform evaluation, establishing methodology, governance, and measurement approaches for rigorous evaluation before committing to sustained investment.
• Own enterprise social media governance documentation, including platform policies, brand voice and tone standards, content classification frameworks, compliance guardrails, and escalation protocols.
• Develop and maintain social media playbooks for each brand, codifying 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.
• Serve as GuideWell’s internal subject matter authority on consumer social media, providing expert counsel on social strategy, platform capabilities, compliance requirements, and industry evolution.
• Build and oversee the architecture, standards, and operational infrastructure for planning, approving, and publishing all consumer social content across the enterprise.
• Lead enterprise social content architecture, defining the content framework, thematic pillars, and audience-aligned content mix.
• Establish and govern the enterprise content planning infrastructure, including master content calendars, planning cadences, and workflow standards.
• Own the content governance and approval framework, designing and managing the review, compliance, and approval workflow.
• Set and maintain publishing standards across all consumer channels, including platform-specific formatting, accessibility, image and copy compliance, and quality benchmarks.
• Build the paid and organic social integration framework, ensuring organic social presence and paid social campaigns work in concert.
• Establish content performance standards and feedback loops, defining how content effectiveness is measured and insights flow back into content architecture decisions.
• Oversee the team’s day-to-day content and publishing operations, providing direction and maintaining the quality bar.
• Build and lead a response operation that is fast, accurate, brand-consistent, and equipped to handle various situations.
• Design and lead the enterprise social media monitoring infrastructure, establishing coverage standards, tooling requirements, and monitoring protocols.
• Own the response operations framework, developing the tiered response architecture, pre-approved message libraries, tone and escalation guidelines, and decision logic.
• Establish and enforce response time standards across all consumer channels and business units.
• Build and maintain a comprehensive escalation management system for sensitive member situations, regulatory violations, reputational risk events, and crisis scenarios.
• Lead social listening and intelligence reporting, synthesizing data into regular intelligence reports for senior leadership and stakeholders.
• Manage response operations capacity planning, ensuring the team is appropriately structured, trained, and resourced for high-volume periods.
• Build team capability and institutional knowledge in response operations, ensuring every team member is trained and confident in handling consumer social interactions.
• Serve as the primary day-to-day social media partner to Brand, Communications, Legal, Compliance, and Member Experience teams.
• Lead business unit social media enablement, working directly with stakeholders to understand business objectives and ensure social strategy delivers against them.
• Define the business value framework for GuideWell’s social media investment, establishing a shared understanding of social's expected contributions to acquisition, retention, brand equity, and member engagement outcomes.
• Build and own a social media outcomes measurement model that connects social activity to business results beyond platform metrics.
• Develop and deliver enterprise social media performance reporting that leads with business outcomes.
• Partner with Marketing Analytics, Insights, and paid media teams to build attribution frameworks and data connections for business outcome measurement.
• Develop and lead internal social media education initiatives to build organizational understanding of social governance, platform requirements, and compliance standards.
• Manage the relationship with social media platform vendors and technology partners.
• Proactively identify and bring forward social media improvement opportunities with supporting analysis and clear implementation recommendations.

Benefits

• 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
• A comprehensive wellness program
• Competitive pay
• Opportunities for incentive or commission compensation
• Regular annual reviews with pay for performance considerations for base pay increases

What This Job Offers

• Job Type: Full-time
• Career Level: Senior