One of the first things I did when I joined PayPal was rename the "webdev" to "User Interface Engineering". Now while there is nothing wrong with the title web developer, at PayPal webdevs were considered one step below a "dev".
Changing a title in itself is fairly meaningless. But at the same time names are powerful.
Over the last year I believe we have been really growing into the title. Recently I started sketching all of the engineering disciplines as well as web development skills needed for this role. Here is the diagram I created.
Here is an accessible version of the diagram above.
One of our next steps is to flesh out curricula that ties to the diagram above. We are calling this courseware "Bring Design to Life University" since our job as UIEs is to bring great design to life.