Terri Hall.
Research and insights agency TRA has promoted Terri Hall to the newly created role of managing partner, Australia.
The move from managing partner, Sydney, is part of a realignment of the senior leadership structure to support growth 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.
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.
TRA managing director Andrew Lewis said the leadership realignment and Hall's promotion marks an exciting new chapter for TRA 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," he 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."
Hall, since opening the Sydney office in 2022, has overseen a period of rapid and consistent growth, more than doubling revenue year on year, expanding the team to 15, and embedding new processes and capabilities including TRA's brand tracking software as a service proposition.
Prior to leading TRA Sydney, Hall was head of client services at TRA New Zealand, where she was known for her inspiring and energetic leadership and deep commitment to building trusted client partnerships.
Hall said she is 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.”
Further appointments will be announced later.
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