Sr. Social Media Manager

Senior Social Media Manager

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.
• 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.
• 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.
• 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.

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).

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.