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, communit