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 an interactive 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 multi-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 master marketing calendar is beautiful, intuitive, and provides universal visibility of all channels so marketers can see everything that’s in market, identify opportunities and gaps, and create stronger integrated campaigns.
Patty shares her entrepreneurial journey and methodologies she’s honed throughout her career through speaking engagements and workshops focused in the areas of content strategy and integrated marketing planning.
2022 MicroConf Growth: Baking Marketing into Your Product Roadmap
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 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
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
Content Strategy 101
B2B Content Marketing
B2C Content Marketing