Research and insights agency TRA has promoted Terri Hall to the newly created role of managing partner, Australia, as the company strengthens its senior structure and prepares for an accelerated growth phase in 2026.
Hall was previously managing partner, Sydney. In her expanded remit, she will now oversee TRA’s operations in both Sydney and Melbourne, leading the Australian business while advancing its brand tracking capabilities and client partnerships.
She will also support TRA’s growing team of strategists, researchers and technologists across the region.
The announcement is part of a broader realignment designed to increase collaboration between TRA’s Australian and New Zealand offices, unify leadership, and enhance the support available to staff and clients.
A pivotal move for TRA’s Australian ambitions
Andrew Lewis, managing director at TRA, said the changes represent a significant shift as the agency ramps up its local ambitions.
“We have significant growth ambitions for Australia, and this new leadership phase ensures we have the best possible foundations to achieve our goals and provide best-in-market solutions for our clients,” Lewis said.
“Terri has constantly proven herself as an inspiring and results-driven leader with a deep passion for brand and insights. She has built an exceptional team in Sydney, and under her leadership, the business has delivered outstanding growth and exceptional client work. As we continue to expand our market-leading brand tracking capability, Terri’s leadership will be instrumental in driving innovation and client impact across Australia.”
Rapid growth and recognition for TRA Sydney
Hall’s promotion follows a period of rapid expansion for TRA Sydney since she opened the office in 2022. Under her leadership, the agency has more than doubled revenue year-on-year, grown the team to 15, and embedded new capabilities including TRA’s brand tracking SaaS platform.
The Sydney office has also earned industry recognition, winning Gold at ESOMAR in 2025 and B&T Research Agency of the Year in 2024.
The client roster has expanded to include Canva, Danone, Atlassian, Edgewell, Intercom, Diageo and others.
Prior to returning to Australia, Hall was TRA New Zealand’s head of client services, where she was known for what the agency describes as “inspiring and energetic leadership” and a commitment to building trusted client partnerships.
“There is enormous opportunity ahead”
Reflecting on her promotion, Hall said she was proud of what the Sydney team had achieved.
“I’m incredibly proud of what the Sydney team has achieved in such a short time; it’s been an exciting and fast-paced journey, and I’m grateful for the talent, energy, and creativity of our people,” she said.
“Together, we’ve built a business grounded in TRA’s philosophy of ‘the art of knowing people’ blending data, insight, and empathy to drive real commercial impact for clients.
“I’m thrilled to take on this expanded role, working closely with our brilliant Melbourne team as we continue to grow TRA’s footprint across Australia. There is enormous opportunity ahead, particularly in our brand tracking offer, a market-leading product combining the art of knowing people with the power of technology and AI, and I can’t wait to help more brands unlock its potential.”
TRA says further appointments will be announced as the business continues to scale.