Muqtadaa Miandara — Principal Digital Growth, Upbound Group
Published:
Embeddedness within the organization, that’s a challenge. Building that and finding the right way to do it to where people are not only supporting testing and test-and-learn processes as part and parcel of the way we work, but actively advocating for it themselves or asking for things to be tested – that was an evolution that we had to go through.
What does Muqtadaa Miandara say on The Agile Brand with Greg Kihlström?
Muqtadaa Miandara, Principal Digital Growth, Upbound Group, says: This interview with Muqtadaa Miandara, Principal Digital Growth at Upbound Group, explores how testing and personalization drive an agile brand. Miandara discusses embedding experimentation into organizational culture, aligning tests with business objectives, using constraints to focus priorities, and the value of vendor partnerships like Optimizely in scaling a high-performing optimization program. The conversation offers practical guidance for marketing leaders aiming to build continuous learning and improvement into their workflows.
From: The Agile Brand with Greg Kihlström
Cite as: Muqtadaa Miandara. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/muqtadaa-miandara-embeddedness-within-the-organization-thats-a-challenge-bu