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KAYLAoperations & growthKENDALL

Fractional operations and growth leadership for membership businesses, community-driven brands, hospitality concepts, and experience-led startups.

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Who this is for

I build the operating infrastructure behind membership, community, and IRL experience businesses that intend to scale.

What I Do

Five areas. One operator who builds and runs all of them.

Each area stands alone as an engagement. Together, they are the operating model behind a business that intends to outgrow its founder.

01Revenue & Membership Operations
02Community & Member Experience
03IRL Experience & Event Strategy
04Partnerships & Multi-Market Growth
05Fractional COO & Operational Infrastructure

Revenue & Membership Operations

Recurring-revenue strategy and the systems that convert, retain, and account for it.

  • Pricing and packaging, built for retention as much as acquisition
  • Lead-to-member conversion systems: funnel design, response-time standards, rep performance
  • CRM architecture, owned end to end (HubSpot, Metabase, Customer.io)
  • Retention systems grounded in real churn diagnosis
  • Forecasting, capacity planning, and cost-to-serve

Community & Member Experience

The member lifecycle, designed on purpose instead of left to happen.

  • Member lifecycle design, from first touch through renewal and advocacy
  • Community-led growth programs: referral, ambassador, and affiliate structures
  • Service delivery standards that hold at volume, not just in a pilot
  • Feedback and sentiment systems that surface churn risk early

IRL Experience & Event Strategy

The in-person layer is the product for most of these businesses. It gets treated that way.

  • IRL experience strategy and calendar design, built around real attendance patterns
  • Full production and execution: run of show, staffing, vendor and venue negotiation
  • Hospitality-grade quality control from RSVP through follow-up
  • Recurring programming built to compound, not one-off activations

Partnerships & Multi-Market Growth

The relationships and the playbook that let a concept travel.

  • Strategic partnerships: sourcing, negotiation, and portfolio management at scale
  • Market launch playbooks: what has to be true before a new market opens
  • Multi-market scaling: standardized systems that flex for local variation
  • Venue, vendor, and hospitality partner networks, built market by market

Fractional COO & Operational Infrastructure

The operating model, documented and run, not assumed.

  • Operating model design: the people, process, and systems that make a business legible
  • Zero-to-one operations for companies that have outgrown founder-led ops
  • Cross-functional leadership across operations, growth, and delivery
  • BI and reporting infrastructure, built from scratch and owned end to end
12
markets under active operational leadership
385+
monthly member experiences delivered
35
relationships in a national partnership portfolio
$2.2M
business built and operated, year one
35%
reduction in new-market ramp time
18%
lift in lead-to-member conversion
Track Record

Built and operated, not advised from the sidelines.

2024 to Present
VP of Operations
Base · Membership business, 12 U.S. markets
Own revenue operations, membership operations, and IRL experience delivery across 12 markets: 385+ monthly member experiences, an 18% lift in lead-to-member conversion, and the CRM and BI infrastructure built to run all of it.
2022 to 2024
Director, Partnerships & Growth Programs
IMG Academy (NCSA College Recruiting)
Owned a 35-relationship national partnership portfolio and its program economics end to end. Planned and executed 50+ multi-stakeholder events a year on a national footprint.
2018 to 2022
Founder & Chief Operating Officer
Greek Socials · Live events and hospitality
Built the business to $2.2M in year-one revenue with full ownership of pricing, packaging, and the operating model behind it.
2018 to 2019
Director, Disaster Operations
Copart (NASDAQ: CPRT)
Designed and ran a zero-to-one operating model for a live $7.2M catastrophe-response deployment, a system the company still runs today.
2016 to 2017
Event Operations & Program Development Coordinator
NBA, Oklahoma City Thunder
Delivered premium guest, sponsor, and VIP hospitality service at high-visibility, high-stakes scale.
How This Works

Start with a conversation. Scope from there.

Every engagement starts with a paid consult so I understand the actual constraint before quoting anything. Fractional retainers and project fees are scoped after that call.

Start Here

Consult Call

$75
flat · 30 minutes

A working session on the actual constraint, not a sales pitch. You leave with a clear read on what it takes to fix it, and whether a retainer or a project fits.

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Ongoing

Fractional Retainer

Let's Talk
scoped after consult

Fractional COO or growth leadership held on an ongoing basis. I hold a function, a system, or a metric the way an in-house operator would, built for teams that need this run, not just designed.

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One-Off

Project Engagement

Let's Talk
flat fee, scoped after consult

A defined deliverable with a start and end date: a CRM build, a market launch, an operating model, an event program. Best for one clear problem with a finish line.

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Tell me what you're building

Fill this out and I'll follow up within one business day with a payment link and available times for your consult.

Direct Contact

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The form above is the fastest way to get a real scope, but I read everything.

kayla.dkendall@gmail.com (214) 250-4431 linkedin.com/in/kayladkendall Dallas, TX