SEO & Website Content Manager

Description

Position at Ayr Wellness

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 an experienced SEO Manager to own organic search performance, website content management, and day-to-day basic administration of our suite of Cannabis Retail websites. This role is ideal for someone who understands SEO strategy, can utilize that strategy to create and optimize content, and is comfortable managing pages, assets, and content workflows within a CMS.

This candidate should be highly comfortable working with web platforms, analytics tools, content models, SEO best practices, and cross-functional website workflows. This person should also be comfortable connecting SEO and website performance to measurable business outcomes, including organic traffic growth, store locator visits, menu traffic, online orders, lead generation, and location page engagement.

The ideal candidate has strong SEO experience, excellent content instincts, and hands-on website management experience. Experience managing content in Contentful is strongly preferred, including creating, editing, publishing, organizing, and optimizing website content within a structured CMS environment.

Duties and Responsibilities

• Own and execute SEO strategy across brand, retail, product, educational, and local search initiatives.
• Manage day-to-day website content updates, including creating, editing, formatting, QA-ing, and publishing pages through the CMS.
• Serve as a key non-technical website administrator, ensuring site content is accurate, optimized, organized, and up to date.
• Manage and maintain content within Contentful, including page entries, content modules, images, metadata, internal links, redirects, and publishing workflows.
• Partner with marketing, creative, compliance, retail, e-commerce, and development teams to launch website updates, campaigns, landing pages, and content improvements.
• Conduct keyword research and competitive analysis to identify growth opportunities across cannabis products, dispensary searches, consumer education, and high-intent local queries.
• Create, optimize, and update website content, including landing pages, blog content, educational resources, product/category pages, location pages, metadata, and internal linking.
• Lead local SEO efforts for dispensary locations, including location page optimization, Google Business Profile alignment, local landing pages, citation consistency, reviews, and location-based keyword strategy.
• Monitor website performance from a marketing and content perspective, including traffic, engagement, rankings, conversions, content quality, broken links, page accuracy, metadata coverage, internal linking, and user experience.
• Identify and resolve basic website content issues, escalating technical bugs or development needs to the appropriate teams.
• Support technical SEO hygiene, including crawlability, indexation, metadata, redirects, structured data coordination, duplicate content, mobile usability, and site speed recommendations.
• Build dashboards and recurring reports that connect SEO and website performance to business outcomes, including organic traffic, rankings, conversions, menu visits, store locator visits, online orders, lead generation, and location page engagement.
• Maintain website content governance standards, including naming conventions, page structure, content accuracy, compliance approvals, publishing QA, and well-organized Contentful workflows.
• Use SEO and website performance insights to recommend content improvements, page optimizations, internal linking updates, and new organic growth opportunities.
• Stay current on SEO trends, cannabis marketing restrictions, website content best practices, algorithm updates, and evolving consumer search behavior.

Qualifications

• 3-5+ years of experience in SEO, website content management, digital marketing, or a similar role.
• Hands-on experience managing website content through a CMS, with Contentful experience strongly preferred.
• Cannabis industry experience or familiarity with cannabis consumers, products, regulations, and dispensary search behavior preferred.
• Experience using tools such as Google Search Console, GA4, SEMrush, Ahrefs, BrightLocal, Moz, Looker Studio, or similar platforms.
• Experience with Dutchie, Jane, Weedmaps, or other cannabis/e-commerce platforms preferred.
• Strong knowledge of on-page SEO, content SEO, local SEO, keyword research, metadata, internal linking, and website performance reporting.
• Basic understanding of HTML, structured content, schema markup, redirects, and website QA processes preferred.
• Strong organizational and follow-up skills
• Ability to work in a fast-paced, deadline-driven, compliance-heavy environment.
• Experience in cannabis retail, wholesale, or a regulated industry preferred.

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.