Research agency TRA has promoted Terri Hall from managing partner, Sydney to the newly created role of managing partner, Australia, as the business realigns its senior leadership structure to ambitious growth plans across the Australian market.
Hall, who joined TRA in 2018, returned to Australia in 2022 to establish the Sydney office, and will now oversee both Sydney and Melbourne operations, leading TRA’s Australian business and driving its next phase of expansion. Her remit includes advancing TRA’s market-leading brand tracking capabilities, strengthening client partnerships, and supporting the agency’s growing team of strategists, researchers, and technologists.
The leadership realignment reflects TRA’s ongoing commitment to investing in its Australian business as it builds towards an accelerated growth phase in 2026. The restructure will enable greater collaboration between offices in Australia and NZ, ensure consistency in leadership and culture, and enhance the support and guidance available to TRA’s people and clients.
“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,” TRA’s Managing Director Andrew 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,” he said.
Since opening the Sydney office in 2022, Hall has overseen a period of growth, more than doubling revenue YoY; expanding the team to 15; and embedding new processes and capabilities including TRA’s brand tracking SaaS proposition. Under her leadership, TRA has achieved local and global recognition winning Gold at ESOMAR in 2025 and Research Agency of the year at the B&T Awards in 2024, as well as welcoming Canva, Danone, Atlassian, Edgewell, Intercom, Diageo and more to its client portfolio.
Prior to leading TRA Sydney, Hall was head of client services at TRA New Zealand.
“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. 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,” Hall said.
“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,” Hall added.
TRA is set to announce more appointments in the near future.
