Reid (pictured left) was previously at Fonterra Brands NZ, where she was group marketing manager, insights and innovation.

Prior to Fonterra, Reid worked for Air New Zealand and Tourism New Zealand across international markets such as China, the US, the UK and Australia.

Bryce Kelliher and Melanie Kozak are also both joining TRA as business directors, and will be working with Reid.

Kozak (pictured right) joined TRA from Southern Cross Health Society, where she was head of voice of the customer.

Before Southern Cross, Kozak had senior marketing roles at Air New Zealand and the Heart Foundation.

Kelliher (pictured centre) was previously global manager insights at Tourism New Zealand and has also held roles with The Warehouse Group and Countdown.

TRA has more than doubled in size over the past year, including expansion into Australia.

Andrew Lewis, co-founder and managing director at TRA, said: “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.”