Content Strategy Case Studies

Bilingual CMS Migration: TeamSite to AEM

Led the end-to-end content migration from TeamSite to Adobe Experience Manager, creating and overseeing 300+ English and French pages so the guest-facing site stayed accurate through the platform change. Drove the content strategy for a new Information Architecture (IA) with URL patterns to align with SEO best practices. Worked with development teams to ensure required on-page elements were implemented and accessible.

Key impact Business continuity across 300+ bilingual pages with improved SEO and readability.

A published example: as part of the migration I rewrote URLs to align with SEO keywords and created Best of Travel under /best-of-travel so regional marketing pages could sit on a pattern built around highly searched “best” and “travel” terms, then be reused for any region. Before the move, destination pages the marketing team built to promote specific regions did not perform well. As of August 2026 the section is still live and heavily used in their regional marketing strategy, archived here in case the live page changes.

Concise content to guide users

Wrote action oriented copy to drive business outcomes and support users as they used digital products across the WestJet ecosystem, including web, email, booking, manage trips, the mobile app and Juliet chatbot. Ran content focused A/B tests to prove the value of careful wording.

Key impact Created low-friction product experiences that were intuitive, informative and effective in driving conversion. A/B tests resulted in measurable and meaningful increases in revenue.

An example: I worked with product to name and write feature copy for a new ancillary in the booking flow that guided guests to hold their booking at the current price for up to 3 days. As of August 2026, “Hold the fare” is still in production and an active part of the ancillary offering on WestJet.com. See the banner.

COVID Travel Policy Content

COVID and the policies that required communication were fluid, requiring fast and frequent updates. I initiated a shared component strategy to allow one update to be displayed on multiple webpages to make these changes fast, accessible and feasible. I wrote conversational responses to train chatbot intents during peak COVID demand, turning confusing, complex policy and travel questions into straight forward self-serve answers.

Key impact As rules shifted, we could help the business keep up with fast-changing policies and get guests the most up-to-date information faster. Self-service at scale meant faster answers and shorter call wait times for guests, and reduced operational costs for the business when demand was highest.

Air Passenger Protection Rights (APPR) Requirements

APPR required that the airline inform passengers of their rights when travelling with WestJet. I worked with lawyers to translate the government regulation language into easy to understand content to empower passengers to take action when they were entitled to do so.

Key impact Guests could understand their rights and act on them, with legally accurate content written in plain language.

A published example: the musical instruments page, written to meet the APPR requirement that carriers set out their terms for transporting instruments. As of August 2026 it still carries my content, archived here in case the live page changes.