The Research Agency (TRA) has appointed Ben Farnsworth as Sales Director and Tessa Tripp as Head of Product Marketing to accelerate the growth of its AI-driven TRA Tracking platform. The strategic hires signal TRA’s commitment to scaling its insight-tech offering and meeting rising demand for faster, actionable marketing intelligence.
The Research Agency (TRA) has strengthened its leadership team with the appointment of Ben Farnsworth as Sales Director and Tessa Tripp as Head of Product Marketing, as it accelerates the expansion of its AI-powered brand tracking solution, TRA Tracking.
Farnsworth steps into a newly created Sydney-based role, reporting to Managing Partner, Australia, Terri Hall, with a mandate to drive new business growth and scale adoption of TRA Tracking across enterprise and high-growth organisations. His remit includes overseeing business development, pipeline growth and client relationships, while helping organisations tackle complex challenges through a blend of consulting expertise and scalable technology.
His appointment comes at a pivotal time for TRA as it builds momentum behind TRA Tracking, a platform that combines human-centred consulting with advanced artificial intelligence. The solution features an always-on dashboard and a generative AI assistant, Arti, designed to deliver faster, more actionable insights and reshape how marketers engage with data.
Working closely with Farnsworth, Tessa Tripp takes on the newly established role of Head of Product Marketing, based in Auckland and reporting to Partner Colleen Ryan. Tripp will lead the go-to-market strategy for TRA Tracking, focusing on building internal alignment and driving market impact as the business scales.
Terri Hall said the dual appointments underscore TRA’s investment in both talent and capability as it enters a significant growth phase fuelled by demand for real-time insights and AI-enabled decision-making. She noted that Farnsworth’s commercial acumen and market experience would be critical in scaling the offering without compromising the depth of thinking the agency is known for, while Tripp’s brand-led marketing expertise would ensure strong market resonance.
Farnsworth joins TRA with extensive experience in enterprise SaaS, having launched and scaled businesses across APAC, the UK and Europe. Most recently, he served as Managing Partner ANZ at Adzymic, where he established the company’s regional presence and secured its first revenues. He has also held a senior partnerships role at Bench Media, contributing to business growth across Australia.
He described TRA Tracking as a “genuine evolution” in how marketers access and use insights, combining the speed of AI with the depth of human understanding. Farnsworth added that leading its commercial growth on a global stage was a key factor in his decision to join the agency.
Tripp brings over a decade of marketing leadership experience spanning financial services, technology and education sectors. Having recently completed a 12-month stint as TRA’s Head of Marketing, she is well-positioned to drive immediate impact. She highlighted the opportunity to redefine brand tracking, traditionally seen as slow and disconnected, by delivering real-time relevance and strategic value to marketers.
Together, the appointments position TRA to strengthen its standing in the evolving insight-tech landscape while advancing the capabilities of its flagship tracking platform.
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