The Research Agency (TRA) has appointed Ben Farnsworth as sales director and Tessa Trip as head of product marketing.
The appointment comes as TRA scales its brand tracking proposition, TRA Tracking. They combine human-centered consulting with the opportunities to use advanced AI in an interactive, always-on dashboard alongside generative AI assistant, Arti.
Farnsworth will lead new business growth with TRA Tracking. His remit spans business development and pipeline growth, driving adoption of TRA Tracking, client relationship management and solving complex client challenges.
Tessa Tripp also joins TRA in the newly created role of head of product marketing, where she will work alongside Farnsworth to accelerate the go-to-market success of TRA Tracking.
Tripp will establish and lead the product marketing and go-to-market strategy for TRA Tracking, while building internal focus and momentum as the business scales.
TRA Australia managing partner Terri Hall said: “We’re entering a significant growth phase, driven by the demand for faster, more actionable insight and the rise of AI-enabled decision-making,” Hall said. “Ben brings the commercial discipline and market experience we need to scale effectively; while ensuring we continue to deliver the depth and quality of thinking TRA is known for.
“Alongside this, Tessa’s deep expertise in brand-led marketing ensures we have the capability to bring TRA Tracking to market in a way that cuts through and delivers real impact for clients,” she added.
Most recently, Farnsworth was managing partner ANZ at Adzymic, where he established the company’s presence in Australia and New Zealand, securing its first regional revenue. Prior to this, he held a senior partnerships role at Bench Media, driving new business growth across the Australian market.
Farnsworth said: “TRA Tracking represents a genuine evolution in how marketers access and use insight,” Farnsworth said. “It brings together the speed and accessibility of AI with the depth of human understanding, which is exactly what the market has been missing.
“I’m excited to lead its growth, shape its commercial success and help cement TRA’s position as a leader in insight-tech.”
Tripp brings a decade of marketing leadership experience across financial services, technology and education, securing board-level investment in brand and driving pipeline growth in markets across New Zealand, Australia and the UK. Most recently, Tripp led TRA’s brand-led marketing strategy in a 12-month contract as head of marketing.
Tripp said: “Brand tracking has traditionally been slow, expensive and disconnected from the decisions marketers need to make in real time. I should know, I’ve been that client,” she said. “TRA Tracking changes that and the opportunity to build the go-to-market strategy for a product at this inflection point, with this team, is exactly the kind of challenge I get excited about.
“Brand is more important than ever before. It’s my job to make sure TRA Tracking is top of mind for the right people, in the moments that matter so we can do the same for their brands.”
Both appointments are effective immediately.
