Alex Sierra

Senior Content Designer
Cashea, Remote, Full-time / September 2025 – Today

• Defined and implemented content strategies across key product areas, improving clarity, usability, and alignment with business priorities.

• Led the creation and evolution of the brand’s voice, tone, and content guidelines, ensuring consistency across product and marketing touchpoints.

• Partnered closely with product, design, research, and engineering to deliver user-centered experiences that supported both user needs and business outcomes.

• Mentored and empowered writers, strengthening content quality and fostering a culture where language was treated as a strategic asset.

Senior UX Writer
Kliquea Marketplace, Dominican Republic, Remote, Full-time / May 2025 – October 2025

• Led Kliquea’s end-to-end communication and content strategy across website, email marketing, and UX writing, achieving a cohesive and distinctive brand identity that boosted organic engagement.

• Designed the ecommerce content architecture from the ground up, including the optimization of PDP (Product Detail Page) and PLP (Product Listing Page), which reduced friction in shopping flows and improved average conversion per session.

• Oversaw Kliquea’s official launch from the content and brand storytelling direction, ensuring message consistency across all channels and touchpoints.

• Developed Kliquea’s editorial strategy for the blog, aligning SEO, tone, and content categories with positioning and conversion goals.

• Directed the overall content and communication function, defining tone guidelines, narrative consistency, and approval workflows that streamlined production and increased efficiency across platforms.

• Collaborated with the creative team to build scalable content frameworks and assets for email, campaigns, and WhatsApp commerce, strengthening coherence between business objectives and user experience.

Senior UX Writer
Mercado Libre, Bogotá D.C., Remote, Full-time / February 2021 – April 2025

• Collaborated with Product Owners and development teams to improve user journeys, optimizing the experience with content that increased usability, boosted TGMV by 4%, and raised NPS by +10 points. In some initiatives, tool adoption increased by 22%.

• Worked with cross-functional teams to communicate guidance content across platforms and touchpoints, creating valuable storytelling that reduced support tickets by over 10% in certain cases.

• Ensured clear, accessible, and inclusive content that supported business goals, reducing user errors by 20% and improving task completion by 18%.

• Created microcopy for various interfaces, emails, onboardings, and notifications, following brand and style guidelines, which led to a 25% increase in onboarding completion and boosted CTR across different touchpoints.

• Together with the content team, developed a communication playbook using heuristics and frameworks, reducing team effort by 20% in working hours and improving content consistency.

• Facilitated feedback sessions and content design critiques, strengthening team skills and increasing participation by 40%.

• Mentored over 6 new team members in the Buddy Program and Bootcamp, reducing their learning curve and onboarding time.

• Worked with a team of UX Writers to develop a content system that streamlined content creation and deepened alignment with tone and style guidelines. This system was tested by 3 teams, improving content production processes.

• Designed prompts and assisted in training AI tools like ChatGPT, enhancing the efficiency of localized content generation and increasing the accuracy of deliverables.

Team Leader Copywriter
Publicis Groupe, Bogotá D.C. / December 2019 – February 2021

• Creative Group for Mondelez (Trident, Oreo, Clorets, Bubbaloo).

• Conceptualized and executed ATL and digital creative campaigns.

• Wrote and produced content for various media channels.

• Managed and led creative teams.

Senior Copywriter
DDB Colombia, Bogotá D.C. / August 2017 – December 2019

• Conceptualized and executed ATL and digital creative campaigns.

• Produced content across multiple media channels.

Achievements:

• Surpassed global business objectives, earning national effectiveness awards.

• Received international creativity awards, enhancing the agency’s global reputation (Cannes, London, Madrid, Buenos Aires, New York, Bogotá).

Creative Copywriter
Ogilvy & Mather Colombia, Bogotá D.C. / May 2015 – August 2017

Creative Copywriter
RAPP Colombia, Bogotá D.C. / June 2013 – May 2015

Education & Languages:

Bachelor’s in Advertising
Universidad Central de Colombia, Bogotá / Graduated: June 2015
Focus: Strategy, Creativity, Digital Marketing, Branding, Research.

Languages:

• English: Advanced professional proficiency

• Portuguese: Basic professional proficiency

• Spanish: Native proficiency