I am running a AWS CloudFormation stack that takes in some parameters and launches EC2 instances along with other AWS resources. The parameters are fed into the user data of
Use the AWS CLI Update-Stack command. If you use the AWS CLI you can inject parameters into your stack so any change to any of the parameters result in a new stack. I do this myself to inject the Git/version commit ID into UserData so simply committing changes to the stack's JSON/Yaml to Git will allow stack updates. Any change to the parameters file will allow stack updates, even just a comment. I reference my Git commit ID in UserData the same way you are referencing Ref:CompanyName so when I change the Git commit ID the userData section is updated on stack updates.
Update Stack Command
aws cloudformation update-stack --stack-name MyStack --template-body file:///Users/Documents/Git/project/cloudformation/stack.json --parameters file:///Users/Documents/Git/project/cloudformation/parameters/stack-parameters.dev.json --capabilities CAPABILITY_IAM
Process
With this approach you make your parameters changes to the parameters json or yaml file then check it into version control. Now if you use a build server you can update your stack by checking out master and just running that one line above. Using AWS CodeBuild makes this easy so you don't need jenkins.