Approach
I assisted with the production of two previous annual industry survey and report projects since coming on board at TestRail/Sembi, the third and fourth editions of the Software Testing and Quality Report. These were traditionally product-marketing-led, with the content team serving in a support role, but ownership gradually drifted. For the 2026 report, I found myself in charge—of the survey, the report, the marketing, the project management… the whole thing. I seized the moment to pitch a fundamental pivot: we would move the report out of TestRail’s court and make it a Sembi-wide project that reflected the entire quality and security portfolio, in support of recent efforts to raise Sembi’s visibility as a trusted leader in quality. This required unique landing pages, blog entries, and marketing content for the entire portfolio of Sembi brands: TestRail, Xray, Ranorex, Kiuwan, PreEmptive, and Sembi itself.
Role
- Project managed from beginning to end, from survey assembly to report production to long-tail marketing efforts
- Assisted with survey curation, assembly, and analysis
- Strategized and executed survey marketing across all Sembi brands
- Assembled and onboarded report production team
- Made report production project plan and led weekly check-ins
- Wrote and edited report content
- Directed design in conjunction with creative team
- Strategized and executed launch marketing across all Sembi brands, including email, social, in-app, partner, PR, and sales enablement marketing
- Managed production of six unique branded landing pages
- Executed multi-channel, multi-brand marketing campaign for launch webinar
- Strategized and executed post-launch marketing efforts in conjunction with growth team
Results
- 3,800 survey responses
- Over 1,000 report downloads
- 5 media placements
- An interview with the Wall Street Journal
- 439 webinar registrations