QA Test Manager
Digital Quality Assurance Leader
“Driving quality through collaboration,
automation, and innovation.”
Adam Armitage-Kerr
Passionate about Automation, AI & Continuous Improvement | Ensuring Scalable, High-Quality Software Solutions
| ISTQB-Certified Tester Foundation Level
Introduction
I’m a QA Test Manager with over 10 years of experience in e-commerce, logistics, and telecommunications.
Currently leading the Digital QA team at PrettyLittleThing.com, I focus on implementing automation, improving test strategy, and building high-performing teams that deliver exceptional software quality.
I’m passionate about leadership, process improvement, automation and emerging technologies like AI in QA
Career Highlights / Achievements
📉 Quality Improvements & Shift-Left Testing
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Drove a shift-left testing approach, implementing structured QA gates that significantly reduced post-release defects.
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Streamlined defect management through data-driven prioritisation and improved triage workflow.
⚙️ Automation & Efficiency Gains
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Reduced regression testing time by 40% through strategic test automation integration.
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Optimised test environment execution times — achieved an initial 10% reduction, targeting up to 80% as automation coverage scales.
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Integrated AI-assisted test case generation, saving approximately 70% of manual QA time spent on test design.
👥 Leadership & Team Development
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Managed and developed a team of 20+ QA professionals, fostering a culture of quality ownership and continuous improvement.
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Established a QA Knowledge Share & Mentorship Program to upskill cross-functional teams and promote consistent testing standards.
🧩 Tools & Innovation
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Introduced several open-source tools to improve productivity, visibility, and maintain low operational costs.
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Delivered QA strategy and execution across enterprise-scale projects — including third-party integrations, large-scale IT stack overhauls, and new web/mobile platform launches.
🏭 Logistics & Systems Integration
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Led QA initiatives during the transition from manual to automated warehouse operations, integrating Matflo and Selektron WMS systems to enhance process accuracy, efficiency, and end-to-end performance.
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Worked with stakeholders, engineers and thirdpartys to ensure system reliability, seamless process flow, and data integrity across automation layers, resulting in measurable improvements in fulfilment accuracy, operational speed, and defect reduction post-deployment.

My Vision
My vision is to continue to lead and innovate in digital quality, automation, and AI-driven testing. I aim to help organisations deliver seamless, data-backed user experiences through smarter QA and leadership excellence.
- Reduce costs using like for like open source tools where possible
- Shift left testing/Holistic approach
- Hybrid QA strategy - Manual, Automation & AI/ML
- Risk & Data based defect analysis and priortisation.
- Upskill & Multi-train workforce