Responsibilities

• 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.
• The Senior Manager, Social Media Strategy operates at the intersection of enterprise governance, business strategy, audience intelligence, and operational leadership.
• 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.

Requirements

• 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

• 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

• 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.