BIO
Patty Radford Henderson
Founder & CEO of Annum
With a degree in marketing and journalism Patty launched her career in the beauty industry developing seasonal marketing programs for Aveda, L’Oreal, and Redken. Early in her career, she spearheaded the launch of the first Regis Salons website along with an industry-leading email marketing program bringing editorial planning and content marketing to life for the brand.
Patty’s passion for digital media led her to work on ecommerce sites, integrated communications, and content programs for national consumer brands including Powertel, Marvin Windows, and Target. At Target, Patty was a results-driven leader and championed a team of interactive planners across electronics, entertainment, toys, and financial services.
In 2006, ad agency Colle McVoy recruited Patty to build a digital practice. The result was an award-winning team that maximized online efforts for clients such as Johnson & Johnson, Yahoo!, Erbert & Gerberts, the Recreational Boating and Fishing Foundation, Taubman Malls, and Nestle Purina.
In 2013, she co-founded Union Park Marketing a digital agency which became known for customer insight, content strategy, and owned channel optimization while working with clients such as General Mills, Red Wing Shoes, Shinola, North Memorial Health, and Medela.
From Union Park Patty spun off an independent consultancy and advised Thomson Reuters, Northwestern Mutual, and Twin Cities PBS on content strategy and cross-channel content programs. She also led marketing as a fractional CMO for Drake Bank and Embroidery Library while developing content marketing workshops for the Minnesota Interactive Marketing Association.
In a quest to make a broader impact with her career and to address a career-long pain point, Patty founded Annum in 2020 and began building a solution to replace the spreadsheet madness marketers struggle with. Annum’s strategic omnichannel marketing planning calendar is beautiful, intuitive, and provides universal visibility of all campaigns, channels, and tactics so marketers can see everything that’s in market, identify opportunities and gaps, create stronger integrated campaigns and drive more revenue.
Patty was granted patent 12,079,779 for her design of Annum on September 3, 2024.
Patty shares her entrepreneurial journey and frameworks she’s honed throughout her career through speaking engagements and workshops focused in the areas of content strategy, the omnichannel customer experience, integrated marketing planning, and smashing organizational silos. She is a workshop instructor for the Association of National Advertisers.
UPCOMING ENGAGEMENTS
December 11 & 12, 2024 Digital Summit series, Portland, Oregon – Breakout Session: Content First Omnichannel Planning
PAST ENGAGEMENTS
2024 PubU, Chicago, Illinois – Breakout Session: Content First Omnichannel Planning
2024 Association of National Advertisers, New York, New York – Workshop: Smash Your Content Silos
2024 Digital Summit series Chicago, Kansas City, Minneapolis, Raleigh – Breakout Session: Content First Omnichannel Planning
2024 CMSWire IMPACT Awards – Judge, Announcement of winners and finalists
2023 Marketing Profs – virtual – Ask the Expert: Campaign Planning
2023 Marketing Profs – virtual – Friday Forum: Content First Omnichannel Planning
2023 Uncharted Journeys Podcast: Episode 54 – Patty Radford Henderson Tenacious Innovator, podcast
2023 BankIn Minnesota, Marketing Network – Bloomington – Drive More Revenue with Omnichannel Content that Advances the Customer Journey and co-presented Drake Bank Annum Case Study with Hailey Lewis, video
2023 Content Marketing World – Washington DC – Breakout Session: Smash Your Content Silos
2023 ContentTECH Summit – virtual – Webcast: Smash Your Content Silos
2023 Digital Summit series Phoenix, Washington DC, Atlanta, Philadelphia – Breakout Session: Content First Omnichannel Planning | Minneapolis, Philadelphia – Breakout Session: Program Social Content Across Channels to Advance the Customer Journey and Drive More Revenue
2023 MN CUN – Marketing/Business Development P2P session, virtual – Drive More Revenue With an Omnichannel Content Plan
2023 MN Entrepreneur Kick Off – Breakout Session: Is my story being heard? – Marketing Processes for Growth – from Startup to Scale
2023 Marketing With Empathy Podcast: Smash Organizational Silos With an Integrated Content Calendar, podcast
“Patty’s Digital Summit presentation was spot-on and made complex ideas simple and easy to understand. It was not only informative and engaging, but also provided valuable insights and actionable takeaways that I was able to implement immediately. Her ability to weave together personal anecdotes and industry examples made the subject matter relatable and easy to understand. ”
– Jeremiah Cich, Global Digital Marketing Manager, TSI Incorporated
2022 Minnesota Interactive Marketing Association (MIMA) Keynote: Smash Your Silos
2022 Digital Summit series – Denver, Portland, Minneapolis, Boston, Seattle, Indianapolis, Detroit, Dallas – Breakout Session: Content First Omnichannel Planning
2022 Fahren Business Drivers: Panelist
2022 MicroConf Growth: Baking Marketing into Your Product Roadmap, video
2021 Minnesota Cup: Introduction to Branding & Marketing
2020 University of Minnesota Digital Strategy Class: Guest Speaker – A Customer Centric Approach to Content Strategy
2019 Society for Marketing Professionals Twin Cities: Workshop – A Customer Centric Approach to B2B Video Content Marketing
2019 Everything Content and Email, Detroit and Minneapolis: A Customer Centric Approach to B2B Video Content Marketing, video
2019 Be The Match Marketing Department: B2B Content Marketing
2018 Digital Summit, Minneapolis: Guide Your Customers Through Their Journey With Content
2018 Minnesota Interactive Marketing Association (MIMA): Workshop – B2B Content Marketing
2017 Minnesota Interactive Marketing Association (MIMA): Workshop – Content Strategy, 2 sessions
2016 University of Minnesota Digital Strategy Class: Guest Speaker – Constant Content, Creating an Editorial Plan That’s Relevant, Timely & Integrated
2016 Creative Enterprise Zone: Case Study – The Suburbs’ Kickstarter
“Last week my team and I attended one of Patty’s content workshops and it was by far one of the best I have been to. We walked away with tangible next steps and amazing tools. She has awesome real life examples and great success stories.”
– Jen Stresnak, Marketing Manager Patterson Dental
2014 Minneapolis MadWomen Launch Event: Keynote Speaker – A New Model of Success for Women in Advertising
2014 MIMA: Panelist – What Kickstarter Means for Marketers, video
2014 Minneapolis College of Art & Design: Mid Program Review Committee
2014 University of St. Thomas Advertising Class: Guest Speaker – Constant Content, Creating an Editorial Plan That’s Relevant, Timely & Integrated
2011 & 2013 Argosy University Graduate Program, Social Media & Business Class: Guest Speaker – Constant Content, Creating an Editorial Plan That’s Relevant, Timely & Integrated
2010 General Mills Marketing Department: Constant Content, Creating an Editorial Plan That’s Relevant, Timely & Integrated
2010 Midwest Marketing Conference: Search & Social Insights
2010 MIMA Summit: Constant Content, Creating an Editorial Plan That’s Relevant, Timely & Integrated – 22,700 views on SlideShare, video
2009 Minneapolis College of Art & Design: Guest Speaker – Relevant Data, How it Can be Your Most Powerful Ally
2008 MIMA Summit: Panelist – Marketing Mix Challenge
Learn about Annum’s integrated marketing calendar.
If you are interested in having Patty speak at an event
contact us at hello@annumplanning.com.