Business content development
at Visit Philadelphia
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Role
Business content manager
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Company
Visit Philadelphia
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Team
President & CEO, editorial director, VP of communications, researchers, visual designers, web team, and other cross-functional stakeholders
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Company background
Visit Philadelphia is the region’s official leisure tourism marketing agency. The organization’s mission is to build Greater Philadelphia’s image, drive day and overnight visitation, and boost the economy.
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Problem
With growing success in social media and web efforts, advertising, and partnerships, the nonprofit needed more consistent messaging across stakeholder touch points, as well as executive visibility in a competitive market.
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Opportunity
The aim was to design cohesive B2B content—annual reports, newsletters, emails, and executive materials—that established brand consistency and industry thought leadership to strengthen stakeholder relationships and executive positioning.
Overview
As Visit Philadelphia’s business content manager, I collaborated with leadership, design, web, and content teammates, as well as researchers to develop our annual reports and twice-yearly event presentations.
I drafted supporting materials like press releases and email invitations—balancing data, storytelling, and local pride—for these events that drew hundreds of attendees, helped renew partnerships, earned positive local press, and, overall, strengthened our reputation as both a tourism leader and trusted civic partner.
I also developed and wrote other B2B content, including FAQ documents, fact sheets, staff and board member bios, company award entries, and weekly and monthly stakeholder emails. I coordinated with departments across the organization to align B2B brand messaging and maintain consistency.
I authored, edited, coordinated, and planned content for the company LinkedIn account, as well as wrote, edited, fact checked, and proofread general press materials.
Annual reports
Served as a lead writer/content designer and cross-functional liaison among departments including web, social media, special projects, hotels, and executive leadership.
Content strategy and research:
Conducted interviews with C-suite executives and department heads to identify key narratives and success metrics that would resonate with our audience segments, i.e., stakeholders, industry partners, etc.
Prioritized achievement stories that demonstrated measurable business impact, aligning messaging with company strategic objectives.
Information architecture:
Architected the narrative flow using data storytelling, turning complex performance metrics into accessible, compelling content that balanced transparency with strategic positioning.
Collaborated closely with designers to iterate on information hierarchy, data visualization approaches, and micro-copy that enhanced user comprehension.
Cross-functional collaboration:
Reviewed content with department leads, establishing efficient feedback and version control processes.
Worked closely with researchers to ensure accuracy while maintaining engaging, human-centered language.
Developed content that allowed multiple avenues of distribution while maintaining message consistency across channels.
Coordinated with web, social media, and comms teams to create assets for social media, press releases, and investor presentations, maximizing content ROI.
Embedded on this page is the 2018 Visit Philadelphia Annual Report. Additional annual report content I worked on during my time at Visit Philadelphia includes:
Dear Colleague and
other executive comms
Served as the primary writer for executive comms, crafting stakeholder “Dear Colleague” emails and announcements on behalf of the President & CEO and Board Chairman. In addition to monthly emails, this work included:
Developing a distinctive executive voice that balanced authority with accessibility, communicating strategic decisions and company updates through clear, compelling messages that reached thousands of partners and stakeholders in the local community, as well as the travel, hospitality, and hotel industry.
Collaborating directly with C-suite leadership to craft narratives that reinforced company values and strategic positioning.
Successfully managed sensitive communications during periods of major organizational change, maintaining stakeholder confidence through transparent, empathetic messaging.
Establishing processes for executive communications, including approval workflows that ensured consistent brand voice while meeting tight turnaround requirements.
Embedded on this page is a preview of the email for April 2018. Additional Dear Colleague content I worked on during my time at Visit Philadelphia includes:
I also led day-to-day management of the company’s LinkedIn, transforming our corporate social media into an engaging thought leadership platform. I was able to grow the account from just over 3,000 followers to nearly 6,000—almost a 100% increase. I also:
Developed content pillars aligned with business objectives, creating a strategic mix of industry insights, company culture content, best clips, and general Philadelphia developments that increased engagement and expanded our reach.
Collaborated cross-functionally with teams to source authentic content opportunities, from employee spotlights to commentaries on industry trends.
Established a content calendar, approval process, and performance metrics that balanced spontaneous engagement with strategic messaging consistency.