João Crisóstomo

Lead Product Marketing Manager

Sembi · Six B2B quality & security brands

I lead the product marketing function across Sembi's portfolio — TestRail, Xray, Ranorex, Testmo, Kiuwan and PreEmptive — reporting to the Head of Marketing.

• Defined the operating model for the function: what product marketing owns per brand, how it's measured, and the reporting rhythm that makes six brands legible to leadership at a glance.
• Built a tiered launch framework so effort scales to business and customer impact rather than being spread evenly — from full multi-channel GTM down to changelog-only releases.
• Designed an AI-assisted release communications system: one templated brief generates the full asset bundle — landing page, segmented email, in-app, social, sales enablement, design brief — with brand and legal guardrails enforced automatically. Time-to-launch went from roughly a month to a maximum of five working days.
• Own the AI go-to-market narrative across the portfolio, so individual brand releases add up to one story for customers and partners.
• Led the first edition of the Sembi Software Quality Pulse Report — nearly 4,000 software quality and security professionals surveyed. The portfolio-scale successor to the research programme I ran at brand level.
• Set editorial direction for the TestRail blog. Every article passes through product marketing review or direction before it publishes.
• Accountable for MQLs, pipeline influenced, launch execution and competitive win rate across brands.

Head of Marketing & Growth

WingDriver · AI driver safety · Founding marketing hire

WingDriver turns any smartphone into a real-time AI driver-safety system — no hardware, no installation. I'm the only person on the team with a commercial remit, working alongside the CEO and two engineers.

• Own the entire commercial function: positioning and messaging, website, every asset the company has, demand funnels, outbound and sales tactics, collaborations and partnerships.
• Shape product roadmap and vision with the CEO, including repositioning from driver monitoring to real-time risk prevention and behaviour change.
• Led the commercial relationships now live on the site — ride-hailing platforms Bolt and inDrive, and infrastructure operator Brisa Group. In a four-person company, each one is company-defining.
• Took pilot evidence to market: 72% fewer dangerous driving behaviours, 77% of drivers reporting they feel safer, 33% saying WingDriver helped them avoid an accident.
• Market facial biometrics through serious scrutiny — GDPR and CCPA, data ownership and sharing controls, enterprise security review, and the legal diligence biometric data attracts in regulated markets.
• Run go-to-market across five buyer types with one product and five different arguments: ride-hailing, logistics and trucking fleets, resellers, insurers building next-generation UBI, and auto manufacturers.
• Produce all content and driver-facing copy in English, Portuguese, French and Russian.

Senior Product Marketing Manager, Enterprise

TestRail (Sembi) · Test management for QA teams

Sole product marketer for TestRail. Positioning, messaging and go-to-market, end to end, for three years.

• Ran every monthly release and product launch — segmented messaging for QA leads, automation and CI/CD engineers, and enterprise and regulated buyers, across web, email, in-app, social and sales.
• Hosted the monthly webinar programme: 800–1,000 live attendees per session, an hour of demo, roadmap and open Q&A. Co-presented the AI launches, including AI-assisted test case generation and AI test prioritization.
• Owned sales enablement and sales training — battlecards, objection handling, competitive positioning, and delivery of the training itself.
• Drove product activation and adoption through in-app messaging and lifecycle campaigns, holding launches to in-product behaviour rather than announcement reach.

Two research franchises

Primary research at brand and portfolio scale

The Software Testing & Quality Report is TestRail's annual study of the state of QA, surveying thousands of practitioners on automation, tooling, staffing and AI adoption. I contributed to the second edition and owned the third and fourth end to end — research design, analysis, narrative and campaign.

That programme then scaled. The Sembi Software Quality Pulse Report covers nearly 4,000 quality and security professionals across the whole portfolio — a first edition I led in the same year I took the function lead role.

It's also how I keep the messaging honest. I'd rather position against what practitioners say is broken than against what we'd like them to care about.

Head of Marketing and Product

Biometrid · Identity proofing & orchestration

Owned company vision, product and growth roadmap for a biometric identity platform — multimodal authentication, KYC and AML, digital onboarding. Joined as Growth Marketing Manager covering communications and strategy, then took the combined marketing and product remit.

How I got here

I started my career as a nurse. From there into internet business and capital markets, and two companies of my own before landing in product marketing. Thirteen-plus years of client and cross-functional team management across SaaS, eCommerce, financial brokerage and food delivery.

The route is why I care more about listening properly and owning the outcome than about any framework, including the ones I write.