Content Strategy Interviews

Rafaela Ellensburg Serving personalized content about thousands of products to millions of people requires a sophisticated content operation. At Albert Heijn, the big grocery store chain in the Netherlands, Rafaëla Ellensburg established a content engineering practice that lets the company deliver personalize-able omnichannel content at scale. In the process, she also created a content engineering practice guild, positioned content within the company as an important enterprise asset, and began developing the semantic practices that will take their content operations into the future. We talked about: her work as a content engineering consultant at Albert Heijn, the big Netherlands grocery store chain how the quick growth of digital communication during the pandemic exposed the need to make their content operation more efficient how she repositioned content at Albert Heijn to be perceived as an important enterprise asset the need for holistic thinking when working with omnichannel content the imp