Note: The job is a remote job and is open to candidates in USA. Florida Blue is seeking a Senior Social Media Manager to lead the enterprise-level consumer social media function. This role involves architecting the framework for social media across multiple brands, ensuring strategic execution and compliance, while connecting social media efforts to business outcomes.
Responsibilities
- 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
- 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
- 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
- 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
- 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
Skills
- 6+ years related work experience
- 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
- 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
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
- Benefits may vary based on the state in which work is performed
- Benefits for intern, part-time and seasonal employees may differ
- Opportunities for incentive or commission compensation
- Regular annual reviews with pay for performance considerations for base pay increases
Company Overview