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.
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