Lonely Planet's strength has always been its authors. I directly commissioned something north of 200 separate author-contracted guidebook gigs while at LP, plus overseeing many times that many again as Associate Publisher.
Commissioning content from cool people, such as Wizards, Booker-Prize and Pulitzer winners, rock gods and pop stars, poets, circus performers, politicians/Rastafarians and Knights of the Realm.
I've done some writing myself too.
Not a whole lot of people at LP have inhouse Publishing experience (including contracting quite so many authors) and on-the-road authoring experience of their own, so one useful role I filled was something like an authoring subject matter expert, for example with our Lonely Planet China team.