SEO Digital Experience Sr Mgr / Director

Company Description

Ayr Wellness is a leading U.S. multi-state cannabis operator with more than 90 licensed retail locations across Florida, Massachusetts, Pennsylvania, Ohio, New Jersey, Nevada, Virginia, and Delaware. We cultivate, manufacture, and sell a broad portfolio of high-quality cannabis products, proudly serving both medical patients and adult-use consumers across our markets.

At Ayr, our strength lies in our people. We’re re-imagining how we work across every part of our business, and we’re looking for builders and doers to roll up their sleeves and help shape what’s next.

The cannabis industry is fast-moving, complex, and full of opportunity. Together, we’re not only shaping a company, but also building the future of cannabis. At Ayr you’ll have the opportunity to make a lasting impact while growing your career alongside a company positioning itself for long-term success.

Job Summary

We are seeking a Website Operations & Digital Experience Director / Senior Manager to own the performance, quality, and day-to-day operation of our suite of cannabis retail websites. This role is accountable for execution: making sure website work is delivered on time, to specification, and in compliance, and that it drives measurable business results.

This person will serve as the single point of ownership for our websites, managing our agency partners, coordinating Contentful operations, and validating every deliverable before it goes live. The role is not intended to duplicate the agency's strategic or SEO work. It exists to direct that work, hold it to a high standard, and own the outcome, including organic traffic, store locator visits, menu traffic, online orders, lead generation, and location page engagement.

The ideal candidate is an operator with strong website ownership, CMS governance, and vendor management experience, backed by solid analytics skills and enough SEO and technical fluency to evaluate agency recommendations and deliverables with confidence. Experience in Contentful is strongly preferred, as is experience in a regulated, compliance-heavy industry such as cannabis.

Duties and Responsibilities

• Own the cannabis retail website suite end to end, including website quality, accuracy, performance, uptime, and user experience, and be accountable for the business results it delivers.
• Manage agency partner relationships and vendor performance, including setting priorities, scope, timelines, and success metrics, running regular status meetings, and holding the agency accountable to agreed deliverables and service levels.
• Validate agency and vendor deliverables before they are accepted or published, including SEO recommendations, content, page builds, and technical changes, checking each 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, and serve as the key non-technical website administrator for day-to-day updates, QA, and publishing.
• Establish and enforce website governance standards, including content models, naming conventions, page structure, roles and permissions, publishing QA, and compliance approval workflows within Contentful.
• Own the website roadmap and intake process, prioritizing requests from marketing, creative, compliance, retail, e-commerce, and development teams, and keeping projects, campaigns, and landing pages on schedule.
• Lead local and location page execution for dispensary locations, ensuring location pages, store hours, menu links, Google Business Profile information, and citations are accurate and consistent across all markets.
• Provide direction on SEO and AEO priorities to the agency, using keyword, ranking, and search behavior data to confirm the work is aligned to business goals and not duplicated internally.
• Monitor website health and performance, including traffic, engagement, conversions, broken links, page accuracy, metadata coverage, crawlability, indexation, mobile usability, and site speed, and drive resolution of issues with the right internal or agency 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 that connect website and organic performance to business outcomes, including organic traffic, conversions, menu visits, store locator visits, online orders, lead generation, and location page engagement, and present results and recommendations to leadership.
• Partner with compliance and legal to ensure all website content and updates follow 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.

Qualifications

• 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, with Contentful experience strongly preferred.
• 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 (on-page, local, technical) 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.
• Experience with Dutchie, Jane, Weedmaps, or other cannabis/e-commerce platforms preferred.
• Cannabis industry experience or experience in retail or another regulated industry preferred.
• Strong project management, organizational, and follow-up skills.
• Ability to work in a fast-paced, deadline-driven, compliance-heavy environment.

Education

• Bachelor's degree or equivalent combination of work/education experience accepted.

Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.

AYR Wellness is an equal opportunity employer. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. We do not discriminate on the basis of race, color, religion, creed, national origin, ancestry, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, age, disability, genetic information, marital status, military or veteran status, or any other protected status in accordance with applicable federal, state, and local laws.