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Sofia Reyes
I got into content strategy sideways. I studied journalism at UNAM in Mexico City and spent my first two years after graduation writing for a print newspaper that was already dying. I covered the business beat: startups, fundraising, the nascent Mexican tech scene. I was good at explaining complicated things simply, which it turns out is the entire job description of content strategy, just without the Google Docs templates.
In 2018, I joined Rappi as a copywriter. Within six months I was running a team of four, and within a year I was leading content across three markets: Mexico, Colombia, and Argentina. Rappi's growth was chaotic in the best possible way. We published in three Spanish dialects simultaneously and learned that "content localization" isn't translation; it's understanding that a joke about tacos doesn't land the same in Bogotá as it does in Guadalajara.
I left Rappi in 2021 for MercadoLibre, where I led content strategy for Mercado Pago, their fintech arm. The challenge was entirely different: we weren't trying to be scrappy and viral, we were trying to build trust with people who'd never used a digital wallet before. I learned that the most effective content isn't clever; it's clear. We reduced support tickets by 34% just by rewriting onboarding emails in plain language.
The thing that frustrates me about "content strategy" discourse is that it's dominated by B2B SaaS playbooks from San Francisco. The assumption is always: English-speaking audience, high intent, Google search as the primary channel. That's maybe 15% of the world. I write about the other 85%: WhatsApp-first distribution, audio content in low-literacy markets, community-driven SEO in languages that Google's algorithm barely understands.
I joined Signal in early 2025 after publishing a teardown of Duolingo's content engine that got 150K views on LinkedIn. The thesis: Duolingo isn't a language app with good marketing, it's a media company that happens to teach languages.
I live in Roma Norte, Mexico City. I have a standing desk, a mezcal collection, and an opinion about every newsletter you've ever subscribed to.
Experience
- Head of Content, Mercado Pago (MercadoLibre)
- Content Lead, Rappi (MX/CO/AR)
- Journalist, El Financiero