TRA adds firepower

AUCKLAND, Today:  Insights & research agency TRA has unveiled three new appointments to its client service team to support its “burgeoning” new client base.

Joanne Reid joins as head of client service, and Bryce Kelliher and Melanie Kozak as business directors. The trio will be based in Auckland.

TRA co-founder/MD Andrew Lewis said: “The appointments come on the back of the agency adding TAB, Datacom, CERT NZ, Tegel Foods, and Greenpeace to our client roster, and the promotion of Terri Hall to managing partner at TRA Sydney, after four years leading the business’ client service team.

“I believe we have found the trio to support our client-focussed proposition and I am delighted to welcome Joanne, Bryce and Melanie to the team.”

Reid joins TRA from Fonterra Brands NZ, where she was group marketing manager (insights & innovation).

“TRA has more than doubled in size in the past year.”

Prior to Fonterra, she worked on Air NZ and Tourism NZ, locally and across international markets.

Reid said: “Having been lucky enough to work with TRA as a client for 10 years, I know first-hand how valuable and impactful their partnerships with clients are and the difference the work can make to people’s lives through brands, experiences, products and services.”

Reid will be supported by Kelliher and Kozak.

Kozak was most recently head of VOC at Southern Cross Health Society, and has held senior marketing roles at Air NZ, ANZ and the Heart Foundation.

Kelliher brings two decades of client-side insights experience to TRA with skills in the tourism and retail sectors. Prior to TRA he was global insights manager at Tourism NZ, and has held client-side roles with the Warehouse and Countdown (then Progressive Enterprises).

“It’s been a busy year already at TRA with the opening of our Sydney office and welcoming so many outstanding new people to our team.”

Andrew Lewis: “TRA has more than doubled in size in the past year with key hires and promotions across client service, marketing, design, data and consulting functions and further expansion into Australia.

“TRA has focused on the development of new talent, recruiting over 12 graduates in 18 months, and implementing a dedicated development pathway, which has led to several being promoted within their first year.

“It’s been a busy year already at TRA with the opening of our Sydney office and welcoming so many outstanding new people to our team to work on fascinating client problems.

“Joanne, Bryce and Melanie will give us the additional firepower to help us with the increased volume of projects from new and existing clients and influence the direction and thinking of our business.

“The outlook for 2022 is looking very promising.”

About TRA and TRA Business Group
TRA combines understanding of human behaviour with intelligent data capability to help clients navigate uncertainty and answer complex problems. It does this by putting people at the heart of the organisations it works with through extensive use of research, analytics, strategy, culture and design. It is part of TRA Business Group, that manages client relationships through its offices in Auckland, Sydney and Melbourne. Other businesses in the group include Zavy, a social media insight and listening tool, and the SME brand health platform, Tracksuit.

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