Terri Hall takes national role as TRA reshapes leadership

TRA has announced the first of what is expected to be several senior appointments as the business scales and diversifies its client base.

The research and insights agency has promoted Sydney managing partner Terri Hall to the newly created role of managing partner, Australia. The move signals a leadership reshuffle to support TRA’s “ambitious growth plans” across the market.

Hall, who joined TRA in 2018 and returned to Australia in 2022 to establish the Sydney office, will now oversee both Sydney and Melbourne, leading TRA’s Australian business and its next phase of expansion. Her remit includes advancing TRA’s brand tracking capabilities, strengthening client partnerships and supporting the agency’s team of strategists, researchers and technologists.

The restructure is designed to increase collaboration between TRA’s Australian and New Zealand offices, ensure consistency in leadership and culture and enhance support available to staff and clients.

TRA managing director Andrew Lewis said the realignment, and Hall’s promotion, marks an important new chapter for the agency 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,” 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.”

Since opening in 2022, Hall has overseen strong growth in the Sydney office, more than doubling revenue year on year, expanding the team to 15 and embedding new processes and capabilities, including TRA’s brand-tracking SaaS 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. 

“I’m incredibly proud of what the Sydney team has achieved in such a short time," Hall said. "It’s been an exciting and fast-paced journey and I’m grateful for the talent, energy, and creativity of our people."