SEO Digital Experience Sr Mgr / Director

Ayr Wellness

21d

About The Position

Ayr Wellness is seeking a Website Operations & Digital Experience Director / Senior Manager to own the performance, quality, and day-to-day operation of its cannabis retail website suite. The role is accountable for delivering website work on time, to specification, and in compliance, while producing measurable business results such as organic traffic, store locator visits, menu traffic, online orders, lead generation, and location page engagement. The position is the primary owner of the websites, managing agency partners, coordinating Contentful operations, and validating deliverables before publication. It directs agency work without duplicating the agency’s strategic or SEO responsibilities, and is accountable for the resulting outcomes. The ideal candidate has website ownership, CMS governance, vendor management, and analytics experience, along with enough SEO and technical fluency to assess agency recommendations and deliverables. Contentful experience is strongly preferred, as is experience in a regulated, compliance-heavy industry such as cannabis.

Requirements

3–5+ years of experience in website management, digital operations, e-commerce, or digital marketing, with clear accountability for website performance and results.
Hands-on experience managing website content and governance in a CMS.
Experience managing agencies or external vendors, including scoping work, setting expectations, reviewing deliverables, and holding partners accountable to results.
Strong working knowledge of SEO fundamentals, including on-page, local, and technical SEO, and emerging AI search/AEO concepts sufficient to evaluate and direct agency work.
Experience with analytics and reporting tools such as GA4, Google Search Console, Looker Studio, SEMrush, Ahrefs, BrightLocal, or similar platforms.
Basic understanding of HTML, structured content, schema markup, redirects, and website QA processes.
Strong project management, organizational, and follow-up skills.
Ability to work in a fast-paced, deadline-driven, compliance-heavy environment.
Bachelor's degree or equivalent combination of work/education experience accepted.

Nice To Haves

Contentful experience.
Experience with Dutchie, Jane, Weedmaps, or other cannabis/e-commerce platforms.
Cannabis industry experience or experience in retail or another regulated industry.

Responsibilities

Own the cannabis retail website suite end to end, including website quality, accuracy, performance, uptime, user experience, and business results.
Manage agency relationships and vendor performance by setting priorities, scope, timelines, and success metrics; running status meetings; and holding partners accountable to deliverables and service levels.
Validate agency and vendor deliverables, including SEO recommendations, content, page builds, and technical changes, against requirements, brand standards, compliance rules, and measurable impact.
Coordinate Contentful operations, including page entries, content modules, images, metadata, internal links, redirects, and publishing workflows; handle day-to-day updates, QA, and publishing as the key non-technical website administrator.
Establish and enforce website governance standards, including content models, naming conventions, page structure, roles and permissions, publishing QA, and compliance approval workflows in Contentful.
Own the website roadmap and intake process, prioritize requests across marketing, creative, compliance, retail, e-commerce, and development teams, and keep projects, campaigns, and landing pages on schedule.
Lead local and location page execution for dispensaries, ensuring location pages, store hours, menu links, Google Business Profile information, and citations are accurate and consistent across markets.
Provide direction on SEO and AEO priorities to the agency, using keyword, ranking, and search behavior data to align work to business goals and avoid internal duplication.
Monitor website health and performance, including traffic, engagement, conversions, broken links, page accuracy, metadata coverage, crawlability, indexation, mobile usability, and site speed; drive issue resolution with the appropriate owner.
Triage website issues and bugs, resolving content-related items directly and escalating technical items to development with clear requirements, priority, and follow-through to closure.
Build and maintain dashboards and recurring reports connecting website and organic performance to business outcomes, and present results and recommendations to leadership.
Partner with compliance and legal to ensure website content and updates comply with cannabis advertising and marketing restrictions in each state, and maintain documented approvals.
Stay current on website best practices, search and AI discovery trends, cannabis marketing restrictions, and platform changes, and bring practical improvements to the website and vendor program.