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.