Product & Content Strategy

Products that bridge user needs and business goals.

I work through data-driven discovery, careful content strategy, and decisive execution.

Get in touch Download resume
Focus
Product strategy, content strategy, eCommerce
Previously
Senior Product Owner, WestJet eCommerce & Loyalty
Based in
Calgary, Alberta

Selected Work

Two disciplines, one practice

I move between product ownership and content strategy, and the best outcomes usually come from treating them as the same problem. Choose a portfolio for the detailed case studies.

Portfolio One

Product

Owning discovery through delivery on a high-traffic eCommerce booking product: loyalty transformation, 0-to-1 payment innovation, search optimization, and revenue-driving experiments.

  1. 01WestJet Loyalty: points-based evolution
  2. 02Multi-form of payment innovation
  3. 03Multi-airport search (metro city codes)
  4. 04Reverse-fare sorting A/B test
Product case studies →
Portfolio Two

Content Strategy

Translating regulation, policy, and complex product flows into clear, guest-friendly language across web, email, app, and conversational experiences.

  1. 01Product UX writing and content A/B tests
  2. 02Air Passenger Protection Rights (APPR)
  3. 03COVID travel policies at speed
  4. 04Bilingual CMS migration to AEM
  5. 05Virtual assistant content design
Content case studies →

Kudos

…I’m so grateful for our long chats and the chance to partner with you on [our chatbot] and so many other initiatives. You’re such a talented and amazing person, and I can’t wait to see what your next adventure brings.
— Portfolio Peer

Experimental

Project playground

A dedicated space for technical prototypes and product hypotheses. I use this area to explore new technologies and build MVPs for niche problems. Sharing my work in progress, as perfect is the enemy of shipped.

01 Building with Agentic AI

Display and manipulate an open data source

I'm using agentic AI to build a lightweight tool to view and filter food recall data. This is hosted at allergenrecalls.karenmclellan.com.

Recent activity
  • Troubleshooting: Email alerts not sending
  • Added Email Alerts feature: sign up with authentication and filter alerts by allergens
  • Refined the display of text from JSON response, improved design and usability
  • Cleaned up AI code by separating inline CSS to external file
  • Resolved issues in getting the API data to load
  • Leveraged AI to create documentation at allergenrecalls.karenmclellan.com/documentation
02 Visualizing Data with Agentic AI

Data visualization and analysis

I'm using agentic AI to merge and display datasets with visualization frameworks. This is hosted at visuals.karenmclellan.com.

Recent activity
  • Created a landing page for the visuals project
  • Leveraged D3.js and Google Trends data to show the growth of AI and the stages where language has changed to reflect how it's evolving visuals.karenmclellan.com/d3js-viz
03 Building with LLM-powered Functionality

Using AI to analyze data and categorize for meaningful insights

I'm using agentic AI to build a new app that will analyze a dataset, recognize patterns and provide meaningful insights for continuing care facilities in Alberta.

Recent activity
  • Connecting app to LLM and developing first version — stay tuned!

Get in touch

Let's talk about your product

Always happy to hear about work that sits at the intersection of user needs, clear language, and commercial outcomes.

hello@karenmclellan.com Download resume