UX Writer

📍 Job Overview

Job Title: UX Writer

Company: VML

Location: Madrid, Community of Madrid, Spain

Job Type: Full-Time

Category: Creative & Media / Art & Design / Technology / Marketing / Consulting

Date Posted: April 23, 2026

Experience Level: Mid-Level (2-4 years)

Remote Status: Hybrid (with 4 days in office expectation, but flexible options including full remote available)

🚀 Role Summary

• This role is crucial for shaping how brands interact in a rapidly evolving digital landscape, focusing on user experience and content strategy.

• You will leverage cutting-edge methodologies and Artificial Intelligence (AI) tools to craft clear, useful, and engaging digital experiences.

• Responsibilities include designing strategic content for various digital touchpoints, from microcopy to complex user flows, ensuring brand consistency and user-centricity.

• Collaboration is key, working closely with UX, SEO, Design, and Development teams to translate business objectives into effective digital solutions.

📝 Enhancement Note: The job title "UX Writer" is often used interchangeably with "Content Designer" in the industry. The description emphasizes a blend of creative writing, strategic thinking, and technical application, particularly with AI tools, positioning this role as a core contributor to product development rather than just a content creator. The mention of "VML The Cocktail" suggests a specific agency unit within VML, likely focused on innovation and digital transformation.

📈 Primary Responsibilities

• Design and write strategic content for digital products, including microcopy for interfaces (desktop and mobile), user onboarding flows, push notifications, lead capture landing pages, and error messages, ensuring clarity, utility, and brand consistency.

• Conceptualize and design digital products in close collaboration with UX, SEO, Design, and Development teams, providing content solutions that address user needs and support business objectives.

• Actively participate in user research processes and usability testing to validate content effectiveness and identify continuous improvement opportunities for digital products.

• Contribute to the overall content strategy of the product, helping to define and maintain the brand’s voice and tone across all digital interactions.

• Explore and apply Artificial Intelligence (AI) tools for content optimization and generation, including prompt engineering and the creation of conversational agents or content assistants to enhance user experience.

📝 Enhancement Note: The responsibilities highlight a proactive and strategic approach to content, emphasizing its role in problem-solving and business goal achievement, not just linguistic accuracy. The explicit mention of AI tools and prompt engineering signifies a forward-thinking agency environment that embraces technological advancements for content creation and optimization.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a background in Linguistics, Communications, Journalism, Design, Human-Computer Interaction, or a related field is highly beneficial.

Experience: 2 to 4 years of professional experience as a UX Writer or Content Designer.

Required Skills:

• Deep passion for language and an unwavering user-centric approach, with the ability to identify and solve product communication needs through various text types (interface copy, transactional messages, tooltips, FAQs, etc.).

• Strong UX orientation with a desire to learn and apply knowledge of user stories, screen flows, wireframes, prototypes, and design systems, understanding how content integrates at each stage.

• Ability to effectively translate brand values and personality into content, fostering authentic and meaningful connections between brands and users.

• Exceptional attention to detail, ensuring consistent, clear, concise, and accessible content throughout the entire user journey.

• Understanding of the impact of words on visual composition and information architecture, contributing to product usability and accessibility.

• Proficiency in defending content decisions based on user research, data, and UX principles, and advocating for user needs within product teams.

Preferred Skills:

• Experience in creating and maintaining content style guides for digital products.

• Familiarity with SEO best practices as they relate to content creation.

• Experience with A/B testing and data analysis to inform content strategy and optimization.

• Knowledge of accessibility standards (e.g., WCAG) and how they apply to content.

• Proficiency in prompt engineering for advanced AI content generation and conversational AI design.

📝 Enhancement Note: The qualifications emphasize a blend of linguistic skill, strategic thinking, user empathy, and technological aptitude. The specific mention of AI tools, prompt engineering, and conversational agents indicates a requirement for candidates who are not only skilled in traditional UX writing but also adaptable and forward-thinking in embracing new technologies.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 2-3 distinct projects that demonstrate your UX writing or Content Design expertise.

• For each project, clearly articulate the user problem or business goal, your role and process, specific content solutions implemented, and the measurable impact or outcomes.

• Include examples of microcopy, user flows, onboarding sequences, or error messages that highlight your ability to create clear, concise, and user-centric content.

• If applicable, present case studies that involve the use of AI tools or explore innovative content strategies.

Process Documentation:

• Be prepared to discuss your process for content creation, from initial research and ideation to writing, review, and implementation.

• Explain how you collaborate with cross-functional teams (UX/UI designers, developers, product managers, SEO specialists) throughout the content lifecycle.

• Detail your approach to user research and usability testing for content validation and iteration.

• Describe how you contribute to defining and maintaining brand voice and tone guidelines for digital products.

• Illustrate how you leverage data and user feedback to iterate on and improve content.

📝 Enhancement Note: A strong portfolio is critical for this role. It should not only display writing samples but also demonstrate a strategic, data-informed, and collaborative approach to content design, with a clear emphasis on problem-solving and user-centricity. The inclusion of AI tool usage in projects would be a significant differentiator.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a UX Writer/Content Designer with 2-4 years of experience in Madrid, Spain, the estimated annual salary range is between €30,000 and €45,000. This range can vary based on the candidate's specific experience, portfolio, and negotiation.

Benefits:

• Flexible working hours.

• 25 days of vacation per year, plus Christmas Eve and New Year's Eve off if they fall on a weekday.

• Hybrid, full remote, or on-site work model options.

• Personalized career plan and continuous training opportunities.

• English language classes to improve proficiency.

• No dress code policy.

• Exclusive discounts and time allocated for personal growth.

• Access to Cobee, a flexible compensation system.

• Initiatives supporting maternity, along with equality and diversity policies.

Working Hours: Standard full-time hours (estimated at 40 hours per week), with flexibility in scheduling.

📝 Enhancement Note: The salary estimate is based on research for similar roles in Madrid, considering the experience level and the agency's industry. The benefits package is comprehensive, with a strong emphasis on flexibility, professional development, and employee well-being, which are attractive to operations and creative professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Advertising & Marketing, Digital Transformation, Experience Design, Technology Consulting. VML is a large, global entity within WPP, known for integrating brand experience, customer experience, and commerce. "VML The Cocktail" suggests a specialized unit focused on cutting-edge digital solutions and innovation.

Company Size: VML is a large global agency with over 26,000 employees worldwide. The specific size and structure of the "VML The Cocktail" unit in Madrid would likely be a medium-sized team, fostering a collaborative and agile environment.

Founded: VML was founded in 2001 through a merger, and WPP itself has a long history dating back to 1971. This provides a foundation of established practices combined with a drive for innovation.

Team Structure:

• The UX Writer will be part of the Product and Content area within VML The Cocktail.

• This area likely comprises a multidisciplinary team including UX Designers, UI Designers, Content Strategists, SEO Specialists, and Developers.

• The reporting structure would typically involve a lead UX Designer or Head of Content, with close collaboration across product teams.

Methodology:

• Emphasizes a human-first, design-driven approach to transformation, integrating business, strategy, technology, and human behavior.

• Utilizes agile methodologies for product development and content creation, allowing for iterative design and continuous improvement.

• Strong focus on research (user research, usability testing) to inform decisions and validate solutions.

• Embraces emerging technologies, particularly AI, for enhancing creative processes, content generation, and user experiences.

Company Website: https://www.vml.com/

📝 Enhancement Note: The company culture appears to be a dynamic blend of established agency expertise and a forward-looking embrace of technology and innovation, particularly AI. The "VML The Cocktail" unit is positioned as a hub for creative problem-solving in complex digital environments.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Mid-Level (2-4 years of experience). It requires a solid foundation in UX writing principles and practical application, with the expectation of independent contribution and problem-solving. It's a stepping stone towards more senior roles like Senior UX Writer, Content Strategist, or Team Lead.

Reporting Structure: The UX Writer will report to a lead within the Product and Content area, likely a UX Design Lead or Head of Content. They will work closely with Product Managers, UX/UI Designers, Developers, and potentially Marketing/SEO specialists on various projects.

Operations Impact: The UX Writer's impact is direct and significant, influencing user engagement, conversion rates, product adoption, and overall customer satisfaction. By crafting clear, effective, and on-brand content, they directly contribute to the success of digital products, support business objectives, and enhance the brand's reputation. Their work with AI tools also positions them at the forefront of operational efficiency and innovation in content creation.

Growth Opportunities:

• Skill Advancement: Deepen expertise in UX writing, content strategy, information architecture, and AI-driven content creation. Opportunities to lead content initiatives for complex projects.

• Leadership Potential: Progress to Senior UX Writer, Content Lead, or manage a team of content specialists as the agency grows.

• Specialization: Develop expertise in specific domains like conversational AI, AI prompt engineering, or specialized industry sectors within VML's client portfolio.

• Cross-Functional Learning: Gain exposure to broader product development cycles, strategic consulting, and client management.

• Continuous Learning: Access to ongoing training, workshops, and industry events sponsored by VML and WPP.

📝 Enhancement Note: This role offers a clear growth trajectory within a reputable agency, with opportunities to specialize in high-demand areas like AI and advanced content strategy, leading to impactful career progression.

🌐 Work Environment

Office Type: VML operates on a hybrid model, offering flexibility. While an average of four days in the office is expected, there's openness to full remote or on-site arrangements, catering to individual needs and team collaboration requirements. The Madrid office is likely a modern, collaborative workspace designed to foster creativity and teamwork.

Office Location(s): The primary location is Madrid, Community of Madrid, Spain. Specific details about the office amenities and accessibility would be available upon inquiry or during the interview process.

Workspace Context:

• The environment is designed to be collaborative and innovative, encouraging cross-disciplinary teamwork.

• Access to modern technology and tools, including AI platforms, is expected.

• Opportunities for informal and structured interaction with colleagues from various departments (Design, Development, Strategy, Creative) to foster idea exchange and problem-solving.

• A culture that values open communication, feedback, and continuous learning.

Work Schedule: Standard full-time working hours are expected, with an emphasis on flexible scheduling to accommodate work-life balance. This allows operations professionals to manage their time effectively while ensuring project deliverables are met.

📝 Enhancement Note: The hybrid model and emphasis on flexibility are key attractors, balancing the need for in-person collaboration with individual autonomy. The workspace is designed to support creative and technological endeavors.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will review your application, focusing on your resume and portfolio for relevant experience and skills.

• Portfolio Presentation & Technical Interview: You will likely be asked to present your portfolio, discussing 2-3 key projects in detail. This will be followed by a technical interview focusing on UX writing principles, content strategy, problem-solving, and your experience with AI tools.

• Cross-Functional Interview: An interview with potential team members (e.g., UX Designers, Developers) to assess collaboration style, communication skills, and cultural fit.

• Final Interview: A discussion with a senior leader to assess strategic thinking, alignment with company values, and overall potential.

Portfolio Review Tips:

• Curate Strategically: Select projects that best showcase your UX writing skills, problem-solving abilities, and impact. Prioritize quality over quantity.

• Tell a Story: For each project, clearly articulate the challenge, your role, your process (including any AI tool usage), the solutions you designed, and the measurable outcomes or learnings. Quantify impact where possible.

• Showcase Versatility: Include examples of different types of content (microcopy, flows, notifications) and demonstrate your adaptability across various platforms and product types.

• Highlight AI Integration: If you've used AI tools, explain how you integrated them into your workflow, the benefits achieved (e.g., efficiency, ideation), and your understanding of their limitations and ethical considerations.

• Prepare for Discussion: Be ready to articulate your design decisions, defend your choices with data and user insights, and discuss your approach to brand voice and tone.

Challenge Preparation:

• You may be given a take-home assignment or a live exercise during the interview process. This could involve writing copy for a specific user flow, revising existing content, or outlining a content strategy for a hypothetical product.

• Focus on demonstrating your understanding of the user, clarity, conciseness, and brand alignment.

• If AI is a focus, be prepared to discuss how you would use it ethically and effectively in such an exercise.

• Practice explaining your thought process and rationale clearly and concisely.

📝 Enhancement Note: The interview process is designed to thoroughly assess not just writing ability but also strategic thinking, problem-solving skills, collaborative aptitude, and proficiency with modern tools like AI. A well-prepared portfolio is paramount.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Sketch, Adobe XD (for understanding how content integrates into designs and prototypes).

• Collaboration & Project Management: Jira, Asana, Trello, Slack, Microsoft Teams.

• AI & Content Generation Tools: Proficiency in using AI platforms for text generation, summarization, ideation, and prompt engineering (e.g., ChatGPT, Bard, or similar advanced LLMs). Familiarity with prompt engineering techniques is essential.

• Content Management Systems (CMS): Experience with CMS platforms may be beneficial for understanding content deployment.

Analytics & Reporting:

• Web Analytics: Google Analytics, Adobe Analytics (to understand user behavior and content performance).

• User Feedback Tools: Surveys, user testing platforms (e.g., UserTesting.com, Hotjar) for gathering qualitative data.

CRM & Automation: (Less direct, but understanding CRM principles can be helpful for context)

• CRM Systems: Salesforce, HubSpot (to understand customer journeys and data integration points).

• Marketing Automation Platforms: Marketo, Pardot (for context on automated communication flows).

📝 Enhancement Note: Proficiency with standard design and collaboration tools is expected. A key differentiator for this role will be demonstrated experience and a forward-thinking approach to utilizing AI tools for content creation, optimization, and efficiency, including specific skills in prompt engineering.

👥 Team Culture & Values

Operations Values:

• Human-Centricity: A deep commitment to understanding and serving user needs is paramount. Every piece of content should aim to make the user's experience better.

• Clarity & Simplicity: Striving for clear, concise, and easily understandable communication, cutting through complexity.

• Collaboration & Cross-Pollination: Valuing teamwork, open communication, and the sharing of diverse perspectives to achieve better outcomes.

• Innovation & Adaptability: A proactive embrace of new technologies (especially AI) and methodologies to drive efficiency and create cutting-edge solutions.

• Data-Driven Decision Making: Using insights from user research, analytics, and testing to inform and validate content strategies.

• Brand Integrity: Ensuring all content consistently reflects the brand's voice, tone, and values.

Collaboration Style:

• Integrated Teams: Working seamlessly within multidisciplinary product teams, acting as a central voice for content strategy and user communication.

• Active Listening & Feedback: Engaging in constructive dialogue, actively seeking and providing feedback on content and design.

• Proactive Communication: Keeping stakeholders informed and advocating for user needs and best practices in content.

• Shared Ownership: Contributing to the overall success of the product, not just the content elements.

📝 Enhancement Note: The culture emphasizes a blend of user advocacy, creative excellence, technological adoption, and collaborative spirit, all geared towards delivering impactful digital experiences for clients.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing AI and Human Touch: Effectively integrating AI tools for efficiency without sacrificing the nuance, empathy, and brand authenticity of human-written content.

• Navigating Complex Product Ecosystems: Understanding and contributing to content across diverse digital products and platforms, ensuring consistency.

• Advocating for Content: Championing the importance of UX writing and content strategy within development cycles and among stakeholders who may not fully grasp its impact.

• Staying Ahead of AI Evolution: Continuously learning and adapting to the rapidly changing landscape of AI language models and their applications in content creation.

• Translating Technical Concepts: Simplifying complex technical or business information into user-friendly language.

Learning & Development Opportunities:

• AI Specialization: Opportunities to become an expert in AI-driven content creation, prompt engineering, and conversational AI design.

• Advanced UX Training: Access to workshops and courses on UX research, interaction design, information architecture, and accessibility.

• Content Strategy Mastery: Developing comprehensive content strategies for large-scale digital products and brands.

• Mentorship Programs: Guidance from senior content strategists and UX leaders within VML.

• Industry Exposure: Attending conferences and events related to UX, content design, and AI.

📝 Enhancement Note: This role presents exciting challenges at the intersection of creativity and technology, offering substantial opportunities for professional growth in a rapidly evolving field.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you used AI tools to improve your UX writing process. What were the challenges and benefits?"

• "How do you approach defining and maintaining a brand's voice and tone across different digital touchpoints?"

• "Walk us through your process for creating content for a complex user flow, from initial ideation to final implementation."

• "How do you balance user needs with business objectives when crafting content?"

Company & Culture Questions:

• "What interests you about VML and specifically VML The Cocktail?"

• "How do you see yourself contributing to our collaborative and innovative work environment?"

• "Describe a time you had to advocate for your content decisions. How did you approach it?"

Portfolio Presentation Strategy:

• Structure: For each project, use a clear narrative: Problem -> Your Role/Process -> Solution -> Outcome/Learnings.

• AI Integration: Explicitly highlight any use of AI tools, explaining how and why you used them, and the impact.

• Quantify: Use data, metrics, or user feedback to demonstrate the success of your content.

• User Focus: Emphasize how your content addressed user needs and improved their experience.

• Conciseness: Be prepared to present your key projects efficiently, focusing on the most impactful aspects.

📝 Enhancement Note: Prepare to discuss your practical experience with AI tools, your strategic approach to content, and your collaborative abilities. Your portfolio should be the centerpiece, showcasing your problem-solving skills and impact.

📌 Application Steps

To apply for this UX Writer position:

• Submit your application through the official VML careers portal.

• Portfolio Customization: Ensure your portfolio prominently features projects that demonstrate your UX writing, content strategy, and AI integration skills. Tailor your case studies to highlight problem-solving and user-centric solutions.

• Resume Optimization: Update your resume to clearly list your years of experience, key skills (including AI and prompt engineering), and achievements relevant to UX writing and content design. Use keywords from the job description.

• Interview Preparation: Practice discussing your portfolio projects, your approach to content strategy, and your experience with AI tools. Prepare thoughtful questions for the interviewers.

• Company Research: Familiarize yourself with VML's work, particularly projects from "VML The Cocktail," and understand their approach to digital transformation and AI.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

---