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Rafael Michelena

@rafaelmichelena

Digital communications professional at Potomac Lux building content, web, UX, and operating systems for a home management platform.

United States

Message

What I'm looking for

I'm available for contract, interim, project-based, and contract-to-hire assignments. I can step into active work quickly, including coverage gaps, launches, transformations, content-system cleanup, and high-volume production.

At Potomac Lux, I build and manage the digital content, web, UX, marketing, and operating systems for a technology-enabled home management platform. I create website content, educational resources, SEO structure, and digital publishing workflows, using AI-assisted processes with human review.

At the Center for Applied Linguistics, I supported digital assessment and website transformation work, including ACCESS for ELLs and OnPAR. I also created reusable production standards that streamlined a workflow, and at SmartRoof I led two SmartRoof.com redesigns and coordinated digital media and creative production.

Experience

Work history, roles, and key accomplishments

Current

Digital Strategy Lead

Current

Potomac Lux

Jan 2024 - Present (2 years 9 months)

Build and manage digital content, web, UX, marketing, and operating systems for a technology-enabled home management platform. Create and maintain website content, educational resources, SEO structure, social content, and digital publishing workflows.

Content Strategy Web Content SEO UX Analytics AI Assisted Workflows Automation Digital Publishing

Director of Digital Media

SmartRoof

Jul 2023 - Nov 2024 (1 year 4 months)

Managed digital media, marketing communications, and creative production for a multi-market home services organization. Coordinated a multidisciplinary team of approximately six across web, content, social media, video, email, paid media, and analytics.

Digital Media Marketing Communications Creative Production Web Content Social Media Video Email Paid Media Analytics GA4 SEO UX Editorial Workflow Brand Standards Quality Control

Event Coordinator, Latin America & the Caribbean

Center for International Private Enterprise

Aug 2021 - Aug 2022 (1 year)

Coordinated communications and operational delivery for international initiatives involving government, nonprofit, private-sector, and multinational stakeholders throughout Latin America and the Caribbean. Produced multilingual communications, digital content, executive materials, and event logistics.

Event Coordination Multilingual Communication Digital Content Stakeholder Management Logistics Translation

Designer / Programmer, Language Testing Division

Center for Applied Linguistics

Sep 2008 - Jun 2021 (12 years 9 months)

Built and supported nationally used digital assessment, web, learning, multimedia, and content systems in a research-driven environment. Worked with researchers, psychometricians, educators, and developers to translate requirements into clear digital solutions.

Digital Assessments Web Learning Systems Multimedia Content Systems Accessibility Usability CMS Quality Assurance SVG Animation Style Guide Production Workflows

Researcher, Multimedia Developer, Blog Administrator & Writer

Retirement Living Television

Feb 2007 - Jul 2008 (1 year 5 months)

Produced audience-focused digital media, editorial content, websites, video, educational products, and marketing assets for a national television and online media organization serving people 50+. Researched, wrote, and produced articles, websites, broadcast segments, videos, and books.