Rafaela Ellensburg (NL)
Owner at The Content Engineering Agency
Also works as Content Engineering Consultant at Dutch retailer Albert Heijn
Based in Amsterdam
Meet Rafaela at
Open Source CMS conference 26
Presentation: TBD
Dates: 20 - 21 October
Location: Utrecht
About Rafaela Ellensburg
Rafaela is a content engineer working at the intersection of content, technology, and marketing. With over a decade of experience across e-commerce, content strategy, and omnichannel ecosystems, she helps organizations move from content chaos to scalable clarity. In her work at Albert Heijn, she designs domain models, metadata frameworks, and system-level structures that connect marketing, data, and tech into coherent, intelligent experiences.
She is also the founder of The Content Engineering Agency, a writer, and a frequent speaker and workshop facilitator, guiding teams to think in systems rather than silos. Her work is driven by a simple belief: structure is what allows creativity to scale.
Blog posts with Rafaela
Amsterdam 2025 collab meeting: Accessibility, structure and AI without the hype
Using content engineering to scale the digital customer experience (2022)