Kayla Menzel
St. Louis
Summary
Tech-savvy innovator with hands-on experience in emerging technologies and passion for continuous improvement. Skilled in identifying opportunities for technological enhancements and implementing effective solutions. Adept at leveraging new tools and methods to solve problems and enhance productivity. Excels in adapting to fast-paced environments and driving technological advancements.
Overview
9
9
years of professional experience
Work History
Direct Ecommerce and Lifecycle Marketing
Equifax
St Louis, MO
05.2025 - Current
- Owned lifecycle, monetization, and product strategy across a ~$22M B2B SaaS self-service portfolio spanning HR tech and verification products (The Work Number, I-9HQ, Forms HQ, PeopleHQ, ACA solutions). Led subscription and usage-based monetization, customer migrations, lifecycle enablement, and analytics-driven retention in regulated enterprise environments.
- Led lifecycle-driven monetization and retention strategy across B2B self-service SaaS platforms, influencing $6M+ in retention revenue across regulated enterprise products.
- Built and operationalized RFM segmentation across the self-service lifecycle, creating 11 distinct customer segments used to drive onboarding, adoption, retention, and expansion programs. ∙ Redesigned SaaS pricing from tiered usage plans to a platform fee and pay-per-use model, eliminating upfront usage forecasting and removing a key barrier to self-serve conversion. ∙
- Built onboarding program embedding executive welcome content and Qualtrics micro-surveys into early lifecycle emails, driving CTR from ~1% to ~4% and delivering a human-centric welcome experience at enterprise scale.
Sr. Manager, CRM & Data Activation
Anheuser-Busch
St. Louis, Missouri
02.2020 - 03.2025
- Develop CRM strategies and data-driven campaigns to maximize customer engagement and ROI.
- Lead team of CRM Brand Managers, Data Analysts, and Loyalty Managers to create a Center of Excellence in North America, focused on revenue growth, data acquisition/enrichment, and personalization at scale around the company’s core brands: Budweiser, Bud Light, Michelob ULTRA, Busch, and Stella Artois.
- Developed processes to track and enhance e-commerce effectiveness across the brand portfolio, re-target consumers with personalized content based on purchase behaviors, and used data to achieve and monitor revenue growth/targets.
- Manage 15M+ consumer record database to activate segments, geo-targeted audiences, and drove data enrichment strategies to elevate marketing effectiveness and retention strategies.
- Monitor Data Governance and Privacy Compliance to ensure data integrity, minimize risk to the business, and protect consumer data.
Digital Marketing Specialist
St. Louis Community College
St. Louis, Missouri
09.2017 - 02.2020
- Used web programming software and knowledge of HTML to develop email marketing campaigns & website updates.
- Leveraged proficiency in Adobe Creative Suite (Photoshop, Illustrator, InDesign) to design email blasts, social media content, posters & other promotional materials.
- Provided support on social media platforms to promote brand awareness through email campaigns.
- Managed email automation tools such as MailChimp and Constant Contact.
- Performed A/B testing of subject lines, copywriting, visuals and CTA buttons.
- Implemented comprehensive communication plans for students, employees, and staff engagement for various crisis scenarios, including fire drills & intruder alerts.
Education
MS - Marketing
Webster University
St. Louis, MO05-2023
BA - Journalism
University of Missouri
Columbia, MO07-2017
Skills
- Cross-functional collaboration
- Subscriber engagement
- E-commerce integration
- HTML & CSS
- Personalization techniques
- Digital strategy development
- Dynamic content creation
- Analytics reporting
- Visual storytelling
- Adobe creative suite
- Brand marketing
- Team motivation & development
- Time management
- Attention to detail
- Flexible and adaptable
- Multitasking
Accomplishments
- Top Performer Award in 2022 & 2023.
- Established EComm partnership to provide first-trackable digital beer sales from CRM efforts.
- Expanded CRM team capabilities by piloting SMS marketing
- Successfully led & trained team during new ESP platform migration
WEBSITE PORTFOLIO & PROFILES
- Linkedin.com/in/kayla-piedimonte-menzel-656182101
- Kaylamenzelportfolio.com
Timeline
Direct Ecommerce and Lifecycle Marketing
Equifax
05.2025 - Current
Sr. Manager, CRM & Data Activation
Anheuser-Busch
02.2020 - 03.2025
Digital Marketing Specialist
St. Louis Community College
09.2017 - 02.2020
BA - Journalism
University of Missouri
MS - Marketing
Webster University