Andy McKenna

About

I am an experienced CRO specialist and instructor, with specific knowledge of experimentation, UX, and robust test and learn strategies, including A/B testing, multivariate testing, and personalization. I have also created an online course, A Step By Step Guide to Conversion Rate Optimization, which helps non-CRO experts (including other digital and non-digital marketers, data practitioners, designers, and developers) get an in-depth appreciation and understanding of the discipline. In recent leadership roles at iQuanti (2022–present) and VIDA Select (2020–2022), I’ve built enterprise CRO programs and led cross-functional teams to drive measurable revenue uplift, while continuing to mentor teams and deliver scalable optimization strategies.

Experience

• Senior Director, CRO & Experience Optimisation · iQuanti (Global Digital Performance Consultancy)10-01-2022 –

  Executive leadership of enterprise experimentation capability across financial services, ecommerce and healthcare; built CRO programs (A/B testing, multivariate testing, personalization) and led cross-functional teams to scale experimentation.

• Head of Marketing Optimisation (Remote, Contract) · VIDA Select (US)12-01-2020 – 10-01-2022

  Owned CRO strategy and test roadmap for paid, organic, and funnel optimisation across SEO, paid search, email, and landing pages; delivered >60% win rate and improved annualized revenue uplift.

• Senior Digital Marketing Manager · M&G plc, London11-01-2015 – 03-01-2020

  Developed digital marketing strategy and test-and-learn framework; led multichannel optimisation across SEO, PPC, emails, and landing pages; improved conversion rates and engagement.

• Founder & Director · Acuitan — Freelance CRO Consultancy01-01-2014 –

  Founded and led a CRO consultancy providing experimentation strategy, prioritisation models, and data-driven decision-making for clients across industries.

• Director, Digital Optimisation Leadership · Direct Line Group01-01-2012 – 12-31-2015

  Led enterprise optimisation program; set up CRO function and governance; drove cross-brand experimentation and cross-functional sprint processes.

• Consultant / Early Career Snapshot · AMP Capital Investors; Tongue/New Dialogue Digital Agency01-01-2000 – 12-31-2012

  Provided CRO, digital marketing, and experimentation consulting for clients including Coca-Cola, WeightWatchers, Commonwealth Bank of Australia, BUPA, and others.

Education

• Winchester College
• University of BirminghamBachelor of Arts (B.A.), French & German Studies
• University of BirminghamPostgraduate Diploma in Business Administration, Business Administration, Management and Operations

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