HILARY HASELTON

Creative Director / Copywriter

101 Olympic Way NW, Olympia, WA 98502 | 312.671.1000 | hilary.haselton@gmail.com

Strategic storyteller and idea grower with a deep background in brand-building, concept development, and multi-channel campaigns. Equally comfortable writing a five-word post or a 360 integrated campaign with experience spanning across agency and in-house. Proven ability to lead with voice, collaborate across disciplines, and push creative to be more human-centered and performance-driven.

EXPERIENCE

Senior Content Writer | WSECU | Olympia, WA  10/21–Present

Own and develop strategic, brand-aligned copy across all channels to increase financial literacy and help people make sense of their money. Collaborate cross-functionally with design, product, and leadership to evolve the voice and tone of the brand. 
  • Lead copy development for key product marketing initiatives and internal employee communication platforms
  • Write and edit web pages, content articles, landing pages, emails, digital, and social with a focus on clarity, simplicity and conversion
  • Own copy from creative brief through concept and execution, with a strong attention to voice, tone and style
  • Explore and integrate generative AI tools to support scalable content development while maintaining editorial quality
  • Liaise directly with internal teams and leadership to provide and respond to creative feedback

VP, Creative Director, Copy | Edelman | Chicago, IL  Contract 10/2018–10/2021

Led the creative concept development for agency brands and new business pitches at the world’s largest PR firm, blending thoughtful storytelling with strategic precision. Responsible for bold 360 ideas beautifully executed — pitch decks, TV scripts, social, and digital — with a deep understanding of industry trends and a commitment to elevating brand standards. Known for strong interpersonal skills and the ability to adapt quickly to ambiguity. 
Brands: United, H&R Block, Midwest Dairy, Pfizer, Eli Lilly, Abbvie, Takeda, and Caterpillar.
  • Lead creative teams (ACD to mid-level art/copy) to concept and plan the execution of integrated campaigns and programs
  • Managed creative development of multiple projects that resonated with a range of audiences while maintaining consistency for global brands
  • Maintained close alignment with art directors, leadership, account and strategy partners to refine workflow and ensure each project moved forward with both precision and heart
  • Mastered time management skills and the ability to coordinate and manage multiple projects under tight deadlines while easily pivoting to unexpected changes

Associate Creative Director, Copy | Havas | Chicago, IL  Contract 10/2014–10/2018

Led in-house teams in developing targeted campaigns from creative briefs to concept and production, managing copy to create promotional materials, direct mail, digital assets and brand identities. Developed targeted campaigns and digital experiences for multiple clients while partnering with internal and external partners to ensure cohesive brand touchpoints. 
Brands: Verizon, Citibank, Home Depot, Cracker Barrel, and Natural American Spirit.
  • Rebranded Natural American Spirit visual identity and website resulting in more than doubling retail sales.
  • Authored all components of new campaign including direct mail, digital, website and point of sale
  • Researched client’s brands and categories to develop work that brought their unique personalities to life and differentiate them from the competition

Associate Creative Director, Copy | Leo Burnett | Chicago, IL  Contract 03/2011–10/2014

Led the development of both copy and creative concepts from ideation to execution. 
Brands: P&G (Always), Herbal Essences, Intel, Olay, Gain, Allstate, Kellogg’s, and Altria (Philip Morris). 
  • Prepared and presented creative ideas and concepts internally and to clients, incorporating feedback and building strong relationships through open and effective communication
  • Developed integrated creative across digital, film, and OOH for P&G brands, helping boost social engagement by 30%+ YoY and strengthen brand consistency across platforms
  • Utilized relevant data and consumer insights to iterate and improve upon copy effectiveness

EDUCATION

Master of Science, VCU Brandcenter, Richmond, VA
Bachelor of Arts, The Evergreen State College, Olympia, WA 
Duke University, Study in China, Beijing, PRC

SKILLS

Creative Direction, Creative Concepting, Creative Development, Copywriting, Brand Storytelling, Content Strategy, Process Design & Optimization, Coaching & Mentoring, Time Management, Attention to Detail, Strategic Thinking, Creative Presentation, Creative Thinking, Team Leadership, 360 Campaigns, TV, Agile Methodologies, Social Marketing, Digital Marketing, Problem Solving, Film/Photoshoot Production & Editing, Radio Production, UX/UI, Online Advertising, eCommerce, Graphic Design, Email Marketing, Web Writing, Brand Development, Social Media Marketing, SEO Best Practices, Datainformed Creative, Multichannel Creative, Presentation, Manage Multiple Projects

REFERENCES 

Michelle Tucker EVP, Executive Creative Director | Edelman
Eric Bellscheidt Senior Content Editor | WSECU