Web & SEO Manager

Position Title: Web & SEO Manager Department: Marketing Reports To: Director of Marketing Direct Reports: None How We Operate (The Verdes Standard) Exceed expectations: We set the bar high, and we want you to take it even higher. Do the little things, and the big things, that blow people away. Get better every day. We value continuous improvement. Show initiative. See something, do something. You are responsible for making things better. Demonstrate integrity. Do the right thing, own up to mistakes, and keep commitments. Engage in courageous conversations. Speak honestly and directly, clear is kind. Be responsive. Respond within 24 hours to queries and concerns Position Summary The Web & SEO Specialist is responsible for owning and executing Verdes Cannabis’s digital acquisition strategy. This individual serves as the primary operator of our e-commerce platforms, SEO programs, local search presence, digital advertising, and web analytics. The ideal candidate is technically proficient in SEO and digital marketing tools, deeply analytical in their approach to performance measurement, and capable of translating data into informed recommendations and actions. This is a hands‑on, execution‑focused role that requires both strategic thinking and a strong bias toward building and doing. This position reports to the Director of Marketing and collaborates closely with other marketing team members, as well as retail operations, compliance, and creative stakeholders to ensure that all digital initiatives are on-brand, compliant with applicable cannabis regulations, and optimized for measurable results. Core Responsibilities Ecommerce Platform Management Manage and optimize Verdes Cannabis storefronts on Dutchie (direct-to-consumer) and LeafLink (wholesale/B2B), including product listings, inventory accuracy, merchandising, and promotional configurations. Maintain platform performance and troubleshoot technical issues in coordination with internal teams and platform support. Monitor ecommerce KPIs and identify opportunities to improve product discoverability, conversion, and cart value. SEO Strategy & Execution Own the organic search strategy for Verdes Cannabis, including technical SEO, on‑page optimization, and content‑driven authority building, leveraging SEMrush as the primary platform for research, monitoring, and reporting. Conduct regular site audits and implement technical SEO improvements including site structure, metadata, schema markup, Core Web Vitals, and crawlability. Perform ongoing keyword research and competitive analysis to identify high‑value organic opportunities within the New Mexico cannabis market. Track and report on rankings, organic traffic trends, and search visibility on a regular cadence. Local SEO & Content Develop and publish local SEO content including geo‑targeted landing pages, educational articles, and FAQ content designed to capture high‑intent search traffic in Verdes Cannabis’s service markets. Write clearly, accurately, and compliantly; all content must adhere to New Mexico cannabis advertising regulations while remaining engaging and search‑optimized. Build and execute a content calendar aligned to seasonal trends, product launches, and local market priorities, ensuring that it is also a supportive component of the Verdes global marketing calendar. Google Business Profile & Local Presence Manage the Verdes Cannabis Google Business Profile (GBP) stack, including posting regular updates, maintaining accurate NAP data, managing and responding to customer reviews, and monitoring Q&A activity. Utilize tools including Google Lighthouse, Google Search Console, and LocalFalcon to monitor local search performance, identify visibility gaps, and track rank at the pin level across service areas. Implement and maintain local citation consistency across key directories and cannabis‑specific platforms. Web Analytics & Reporting Use Google Analytics 4 (GA4) in collaboration with leadership and other staff to ensure accurate tracking of acquisition channels, user behavior, and conversion events across the Verdes Cannabis website and ecommerce properties. Build and maintain regular performance reports that clearly communicate attribution, channel ROI, and actionable insights for marketing leadership. Identify and investigate anomalies in traffic, conversion, or channel performance and propose corrective actions. Visual Asset Creation & Web Design Support Use Canva to create and adapt visual content for web use, including banners, promotional graphics, and image assets for product pages, landing pages, and GBP posts. Repurpose photography and brand assets to meet web performance standards (file formats, sizing, alt text) and maintain visual consistency across digital properties. Work closely with the Creative Content Specialist to ensure that web and digital content is on brand, and utilizes existing creative assets in a highly effective, campaign‑driven manner. Paid Digital Advertising Plan, implement, and manage paid digital campaigns across Meta (Facebook/Instagram) and applicable display networks, operating within the constraints of cannabis advertising regulations. Monitor campaign performance, manage budgets, conduct A/B testing on creative and audience targeting, and provide regular reporting on paid media ROI. Stay current on evolving platform policies related to cannabis advertising and proactively adapt campaign strategy accordingly. Key Qualifications Required 7–10 years of hands‑on experience in SEO, digital marketing, or a related role, with demonstrable results in organic search growth. Proficiency with SEMrush or a comparable enterprise SEO platform (Ahrefs, Moz, etc.). Working knowledge of Google Analytics 4, Google Search Console, and Google Business Profile management. Familiarity with technical SEO principles including site architecture, schema markup, page speed, and crawl optimization. Experience managing or contributing to paid social campaigns on Meta Business Suite. Competency with Canva or comparable design tools for creating web‑ready visual assets. Strong written communication skills, with the ability to produce clear, compliant, and engaging digital content. Analytical mindset with the ability to interpret data, draw conclusions, and present findings to non‑technical stakeholders. Preferred Experience with Dutchie, LeafLink, or other cannabis‑specific ecommerce or POS platforms. Familiarity with LocalFalcon, Google Lighthouse, or similar local SEO auditing tools. Prior experience working in a regulated industry (cannabis, alcohol, pharma, healthcare, or similar). Basic HTML/CSS knowledge sufficient to implement on‑page SEO changes without developer support. Experience with reputation management and structured review response programs. Bachelor's Degree Physical and Emotional Requirements Must be able to lift at least 50 lbs. Ability to work in a confined area. Must be able to bend/stoop/climb/reach Must be able to present complex information to groups of people Must be able to be physically present in the administrative office Ability to handle high stress situations, ambiguity and changing priorities Must be able to tolerate a reasonable amount of work stress Compensation · The anticipated salary range for this position is $60,000 – $70,000 annually, commensurate with experience, demonstrated skill level, and the scope of responsibilities assumed. Verdes Cannabis offers a competitive benefits package. Benefits PTO accrual (tenure‑based increases) & NMPSL sick leave accrual Health Insurance with employer contribution Vision Insurance with employer contribution Dental Insurance with employer contribution Employee Assistance Program: 100% employer paid Voluntary Life Insurance: 100% employee paid 401K (auto enrollment at 3%) Voluntary Long‑term Disability: 100% Employee Paid 25% Employee Discount Loyalty Program. 100% paid Maternity/Paternity Leave – For four weeks, after one year of employment Paid Sabbatical Leave of four weeks after five years of employment Paid Voting Leave – up to two hours Referral Program – $400 for a referral who is retained for 6 months Flexible schedules and remote work available based on position Pet Friendly – based on work location and position & pet insurance offered It is the policy of The Verdes Foundation to provide equal employment (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity, and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, The Verdes Foundation, will provide reasonable accommodations for qualified individuals with disabilities. #J-18808-Ljbffr Verdes Cannabis