Data engineering is converging under the umbrella of DataOps. For those interested, there's a DataOps Summit in Boston this June https://www.dataopssummit.com/
This is just Data Management, a term which predates "DataOps" by more than a decade in both research and enterprise. I don't really think it needs a rebranding.
That's not really the case...
There's a nice, short podcast that was just posted that defines DataOps more broadly - spend 20 minutes listening to it, and see what you think. Interested to hear your thoughts.