Note: The job is a remote job and is open to candidates in USA. 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 websites. The role manages agency partners and Contentful operations, validates deliverables, ensures compliance, and drives measurable website and organic performance outcomes.
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
Skills
- 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 (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
- 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
- Contentful experience strongly preferred
- Experience with Dutchie, Jane, Weedmaps, or other cannabis/e-commerce platforms preferred
- Cannabis industry experience or experience in retail or another regulated industry preferred
Company Overview