Web and 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 Manager 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 troubleshooting 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 perform