Established nearly two centuries ago, FM is a leading mutual insurance company whose capital, scientific research capability and engineering expertise are solely dedicated to property risk management and the resilience of its policyholder-owners. These owners, who share the belief that the majority of property loss is preventable, represent many of the world’s largest organizations, including one of every four Fortune 500 companies. They work with FM to better understand the hazards that can impact their business continuity to make cost-effective risk management decisions, combining property loss prevention with insurance protection.
Summary
This role will lead FM's global social media presence across platforms, providing strategic oversight and driving day-to-day execution. This role shapes how FM shows up in the market as a B2B leader, elevating executive and subject-matter thought leadership, supporting commercial priorities (including demand generation), and enabling consistent, high-impact storytelling across regions and businesses.
Responsibilities include a blend of strategy and execution: able to set a multi-year vision, build operating rhythms and governance, and personally driving high-quality execution across content, community, platforms, paid/organic alignment, measurement, and reputation protection. This leader also brings effective AI fluency, applying AI-enabled tools to accelerate insight generation, content development, and optimization while ensuring appropriate human judgment, brand standards, and use.
Schedule & Location
This position can be based at one of the following FM locations; Boston, MA, NYC, NY, Norwood, MA or Johnston, RI. This is a full-time office-based position with flexibility for two remote working days each week, based on business needs.
Domestic and international travel is required ~10% throughout the year.
Responsibilities
Own and continuously evolve FM’s global social media strategy aligned to business objectives, with a clear B2B point of view tailored to FM’s priority audiences (e.g., C-suite leaders, risk managers, brokers, and industry stakeholders).
Define a differentiated content and channel strategy that advances FM’s leadership narrative and supports priority initiatives (e.g., demand generation and product/industry programs).
Lead global platform expansion and governance, including launching and scaling region/country-specific presences where strategically important (mirroring the approach referenced internally, such as country-specific LinkedIn showcase pages).
Establish an experimentation roadmap to evaluate and launch new platforms and formats (e.g., emerging channels, new ad formats, influencer and creator partnerships), with clear business cases and success metrics.
Executive Social Media & Thought Leadership Engine
Build and run an executive social media program that amplifies the voices of FM leadership and subject matter experts, increasing visibility and credibility through consistent, high-quality thought leadership.
Partner closely with teammates in Marketing, Communications, PR, and key leaders to identify themes, craft narratives, and establish content that is authentic and aligned to business priorities.
Provide strategic counsel to senior leaders on social presence, platform behavior, and reputation considerations in high-visibility moments.
Execution Excellence: Content, Publishing, Community, and Campaigns
Own the global social content operating model: editorial planning, content development, publishing cadence, creative standards, community engagement, escalation, and performance optimization.
Ensure social supports integrated marketing motions (e.g., campaigns, events, reports/webinars) as an “always-on” continuity layer — and that content is adapted appropriately by platform, audience, and region.
Improve social contribution to B2B pipeline and lead generation in partnership with Digital Marketing (e.g., LinkedIn optimization, audience targeting, campaign integration, landing page and asset promotion).
This position will be supported by a defined execution model (internal and/or agency) and clear decision rights across Marketing, Communications, PR, Legal, and regional stakeholders. The Director owns the operating model, standards, prioritization, and outcomes, and leverages that support model to execute consistently and at scale.
Governance, Brand Stewardship, and Risk Management
Establish and maintain enterprise governance frameworks: decision rights, content standards, approvals, brand voice, access controls, and crisis/escalation protocols.
Ensure all social activity aligns with FM’s internal social media guidelines and confidentiality expectations; reinforce best practices and enable teams to participate appropriately without introducing risk.
Lead regular audits of accounts, access, and agency/vendor permissions, ensuring platform access is role-appropriate and reviewed on a consistent cadence.
Measurement, Analytics, and Continuous Optimization
Define KPIs and reporting that link social outcomes to business value (awareness, engagement, traffic/conversions, executive visibility, recruitment enablement, and demand generation contribution).
Work with the team to build performance management system that turns insights into action (creative optimization, content mix, platform strategy, audience targeting, and investment recommendations).
AI Fluency & Modern Marketing Enablement
Use AI tools to accelerate research, social listening insight generation, content ideation, drafting, personalization at scale, and optimization, while applying strong human judgment, brand standards, and responsible governance.
Partner with stakeholders to ensure AI-enabled social practices remain focused on business outcomes (e.g., efficiency gains, reputation impact, engagement quality, and measurable value).
Team, Agency, and Stakeholder Leadership
Lead and develop a high-performing social team (blend of internal and agency); set clear standards and performance expectations.
Collaborate cross-functionally with PR, Brand, Integrated Marketing, Digital Marketing, Marketing Analytics, Regional Marketing, Communications, and Legal as needed.
Required Education
Bachelors Degree.
Required Work Experience
Minimum of 10+ years’ relevant work experience required within the following areas:
Significant progressive experience leading social media strategy and execution for a major brand, including leadership responsibilities (team and/or agencies).
Demonstrated expertise in B2B social media with a track record of building credible thought leadership, influencing senior stakeholders, and connecting social to business goals.
Experience building and governing an enterprise social presence across multiple platforms, including channel strategy, content standards, and performance reporting.
Demonstrated excellent experience in both organic and paid social media.
Highly Preferred Work Experience
Experience in a complex, global, matrixed enterprise with multiple regions, businesses, and brand stakeholders.
Experience with executive communications and reputation-sensitive categories where governance and precision matter.
Familiarity with workforce enablement/ambassador programs and enterprise-wide social participation models.
Experience launching new platforms or scaling region-specific presences as part of a global strategy.
Required Skills
Demonstrated fluency with modern AI tools and workflows for marketing/content work.
People management and agency management experience.
Executive presence (must interact with and brief senior leadership).
Strong analytical mindset with ability to interpret performance and translate insights.
LinkedIn expertise (organic and paid).
The final salary offer will vary based on individual education, skills, and experience. The position is eligible to participate in FM’s comprehensive Total Rewards program that includes an incentive plan, generous health and well-being programs, a 401(k) and pension plan, career development opportunities, tuition reimbursement, flexible work, time off allowances and much more.
FM is an Equal Opportunity Employer and is committed to attracting, developing, and retaining a diverse workforce.