AUCKLAND, Today: TRA has added two new senior roles as it ramps up growth around TRA Tracking, appointing Ben Farnsworth as Sales Director and Tessa Tripp as Head of Product Marketing.
The moves come as the research and insights agency expands its brand tracking offer, blending human-centred consulting with advanced AI, an always-on dashboard, and generative AI assistant, Arti.
Based in Sydney, Farnsworth will report to Terri Hall, Managing Partner, Australia, and lead new business growth for TRA Tracking across enterprise and high-growth organisations.
His role covers business development, pipeline growth, client relationships, and helping solve complex client challenges by combining consulting expertise with scalable tech.
Tripp, based in Auckland, will report to Colleen Ryan, Partner, and lead product marketing and go-to-market strategy for TRA Tracking as the business continues to scale.
Hall says the appointments reflect TRA’s focus on backing both its product offer and its people as new solutions head to market.
“TRA Tracking represents a genuine evolution in how marketers access and use insight.” – Ben Farnsworth, Sales Director, The Research Agency
“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.
Farnsworth joins TRA with experience across enterprise SaaS, having launched and scaled businesses in APAC, the UK and Europe.
Most recently, he was Managing Partner ANZ at Adzymic, where he built the company’s presence across Australia and New Zealand and secured its first regional revenue. Before that, he held a senior partnerships role at Bench Media.
Farnsworth says the chance to help commercialise TRA Tracking on a global stage made the move an easy one.
“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.
“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.” – Tessa Tripp, Head of Product Marketing, The Research Agency
“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 10 years of marketing leadership experience across financial services, technology and education, and recently spent 12 months with TRA as Head of Marketing.
She says the role was a rare chance to build a product marketing function around a proposition she believes is changing the category.
“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.
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