AUCKLAND/SYDNEY, Today: Terri Hall has stepped into the new role of Managing Partner, Australia, as TRA reshapes its leadership to support big growth plans across the market.
Hall joined TRA in 2018, returned to Australia in 2022 to launch the Sydney office, and will now lead both Sydney and Melbourne as the agency enters its next growth phase.
Her focus includes boosting TRA’s brand tracking strength, deepening client partnerships, and supporting a growing team of strategists, researchers, and technologists across the country.
The updated structure is designed to bring Australia and NZ closer together, strengthen culture, and give TRA’s people and clients more consistent leadership and support.
Andrew Lewis, Managing Director at TRA, said Terri’s promotion signals an exciting new phase for the business in Australia.
“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.” – Andrew Lewis, Managing Director at TRA
Lewis said, “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.
“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 concluded.
Since opening the Sydney office in 2022, Hall has more than doubled revenue, grown the team to 15, and introduced new systems including TRA’s brand tracking SaaS platform.
TRA has picked up major recognition under her leadership, including Gold at ESOMAR in 2025 and B&T Research Agency of the Year in 2024, while adding Canva, Danone, Atlassian, Edgewell, Intercom, Diageo and others to its client list.
“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.” – Terri Hall
Before leading the Sydney office, Hall headed Client Services at TRA New Zealand, known for her energetic leadership and commitment to strong client partnerships.
Looking ahead, Terri Hall said, “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.
“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.”
More appointments will be announced as TRA continues expanding its client base and scaling its Australian operations.
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