Dutch retailer Albert Heijn is probably the first company in the Netherlands to establish Content Engineering as a functional expertise.

In her role as Content Engineering Consultant at the retailer, Rafaela Ellensburg is the first and still only one working with this focus. This year she’s working hard to make the leap from content-as-a-liability to content-as-a-service, and she’s learned quite a bit along the way.

In a recent member call, Rafaela shared her lessons learned, her holistic view on content and why structured content is the basis for scalable digital customer experiences.