Hilary Hardman Henning

About Hilary Hardman Henning

I\'m a copywriter and brand strategist with 10+ years writing for B2B and consumer brands—and I care as much about the system behind the writing as I do about the writing itself.At Attentive, I\'m the sole copywriter on the marketing team. I own the copy that defines Attentive\'s brand in market—web, ads, campaigns, video, and product launches—and serve as the final set of eyes on everything else that goes out. That ownership extends to the brand voice and positioning itself, which I\'ve carried through the company\'s full evolution from single-channel SMS platform to an omnichannel marketing suite.I\'ve also built the infrastructure that helps everyone else write well: voice guidelines, messaging frameworks, self-edit tools, and workshops that scale great writing across the organization without creating a bottleneck.Before Attentive, I was at Braze making enterprise software feel like something a real person would want to use. Before that, a decade at Yelp writing for consumers, editing at volume, and growing a newsletter audience by along the way.I like complex products, close collaboration, and copy that earns its place.

Experience

1. Principal Copywriter

   Attentive

   Aug 2024 — Present · Washington, DC, US

   Being Attentive’s Principal Copywriter means owning the full spectrum of the brand’s narrative—from shaping positioning and voice systems to crafting the headlines, scripts, and campaigns that bring them to life. It’s work that sits at the intersection of strategy and craft, and I focus on building messaging that is both clear and scalable.• Co-developed Attentive’s brand positioning, helping define how the company communicates its product value and differentiation across marketing, product marketing, and executive narratives• Led Attentive’s brand voice refresh end-to-end, developing the positioning, voice system, guidelines, and central brand idea• Created scalable messaging systems—including messaging houses, voice resources, and writing frameworks—that enable marketing teams to move faster while maintaining a consistent brand voice• Concept and write integrated campaigns from the ground up—naming, positioning, and all copy across web, advertising, video, and promotional materials• Partner closely with product marketing, revenue marketing, brand marketing, content, and events to translate complex product capabilities into clear, compelling narratives across launches, campaigns, and customer communications• Wrote Attentive’s website end-to-end, including every headline, product page, vertical page, navigation element, and CTA• Developed messaging through Attentive’s evolution from a SMS-only to omnichannel marketing platform, maintaining a coherent brand narrative through major product expansion• Built scalable copy infrastructure—voice guidelines, messaging frameworks, editing tools, and training workshops—so the broader marketing team can confidently and consistently write on brand• Led early experimentation with AI-assisted writing workflows, developing processes that help teams produce high-quality, on-brand content more efficiently• Establish and maintain brand voice standards across the entire marketing organization

Education

• University of Vermont

  Bachelor of Arts (B.A.), Art History

Skills

• Marketing
• Copy Editing
• Sales
• Leadership
• Sales Management
• Marketing Communications
• Sponsorship Marketing
• Business Development
• Digital Marketing
• Public Speaking
• Image Editing
• Management
• Public Relations
• Event Planning
• Community Engagement
• Marketing Strategy
• Digital Media
• Community Management
• Event Management
• Strategic Partnerships
• Newsletters
• Proposal Writing
• Event Marketing Strategy
• Budgets
• Community Outreach
• Community Development
• Editing
• Copywriting
• Social Networking
• Marketing Event Planning
• Social Media Marketing
• Social Media
• Online Marketing
• Customer Service
• Sponsorship Relations
• Negotiation
• Blogging
• Writing
• Research