Muqtadaa Miandara — Principal Digital Growth, Upbound Group
Published:
In 2024, our team successfully managed to be like one of the number one win rates in Optimizely globally… We didn’t intend to do it. We were down ahead, I had one less testing resource, we had been through a massive reorg, and so we were just like, ‘Okay, if we’re going to work on anything, it has to be the most important thing. We can’t be working on anything spurious.’ So somehow that sort of conscious constraint of the macro situation led us to the best outcomes we had as a program ever.
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-in-2024-our-team-successfully-managed-to-be-like-one-of-the