Report Studio
Rebuilding Semrush Enterprise's core reporting experience across products — and moving hundreds of live enterprise clients onto it without breaking their trust.
Related: Semrush Enterprise on fixing disconnected search dataThe Challenge
Semrush Enterprise's original reporting layer, My Reports, was built to prove value fast — and it did. But speed had a cost: reports couldn't combine data across products, filters silently reset on every reload, and elements would quietly go stale whenever the underlying platform changed. Our largest enterprise clients — the ones most invested in reporting — hit these limits hardest.
Fixing this properly meant more than shipping a better tool. It meant asking hundreds of live enterprise clients, some with years of reports built on the old foundation, to move onto something new — without an obvious way to do that migration automatically, and without losing the trust of the teams who relied on those reports every day.
The Solution
I led product for Report Studio, a cross-product reporting layer that lets clients combine SEO, AI visibility, and site intelligence data in a single dashboard with filters that actually persist and elements that stay live-synced to their source. I designed the filtering and data model, led the squad through beta and GA, and drove the pre-GA security review.
Rather than force a risky bulk migration, I designed the rollout as an honest, opt-in rebuild: existing reports keep working indefinitely, and clients move over at their own pace with support from our Customer Success and Professional Services teams. When it became clear manual rebuilds wouldn't scale to our enterprise book of business, I built a migration tool that automatically matches a client's existing report elements to their modern equivalents and generates a ready-to-review draft — turning a blank-canvas rebuild into a quick review pass.
That tool didn't work as well as hoped on the first pass — an early technical assumption capped the match rate around 40–54%. Rather than ship a mediocre result, I dug into why, found the assumption was wrong, and reworked the matching logic. The fix nearly doubled the pool of usable templates and pushed real coverage to 87%, turning a marginal tool into one that materially changes how fast a migration can happen.
Project Details
Senior Product Manager, leading a cross-functional squad of 5 (engineering, data, design)
Semrush
Concept through GA (Ongoing)
Key Leadership Decisions
Honesty Over a Clean Migration Story
There was no way to auto-migrate everyone safely on day one, and I didn't pretend otherwise. Old reports stayed fully functional, and we were explicit with clients and internal teams about what was — and wasn't — carried over automatically, and why.
Turning a Wrong Assumption Into a Better Result
The first version of the migration tool underperformed because of a mistaken technical assumption baked into how it was tested. Instead of shipping the mediocre number, I pushed to find the root cause — and the fix roughly quadrupled the pool of usable match templates.
Cross-Functional Ownership Without a Rulebook
This project pulled engineering, data, design, Customer Success, and Professional Services into one workflow that hadn't existed before. I owned defining how those teams handed off to each other — from flagging large or complex accounts for white-glove migration help, to setting the ground rules for what support could promise clients.
Getting the Foundations Right Before Scale
I drove the pre-GA security review and the filtering/data model design myself, because a cross-product dashboard touching every enterprise client's data is exactly the kind of feature where cutting corners early becomes very expensive later.
Impact
Report Studio moved from a 50-client beta to general availability with over 50% client adoption in its first month — a fast ramp for a feature that asks clients to change a habit, not just try something new. The migration tooling continues to shorten how long a client-facing team spends rebuilding a report, turning what used to be a multi-hour manual task into a review-and-adjust pass.