Telstra's in-house creative agency is evolving, and we're seeking a Copywriter to elevate our brand storytelling across all customer channels. This role is pivotal in shaping Telstra's voice, ensuring consistency, creativity, and strategic thinking across brand campaigns, customer communications, and business-to-business engagement.
Key aspects of this role include:
- Crafting compelling, conceptual, insight-driven copy for various channels.
- Collaborating with designers, strategists, and marketers to develop ideas that engage, persuade, and drive action.
- Building a culture of creativity, innovation, and operational efficiency.
- Ensuring customer insights and data-driven strategies inform creative solutions.
ASSUMPTION: This role requires a mix of conceptual creative thinking, strategic adaptability, and strong communication skills to write for diverse audiences, from everyday consumers to business leaders.
📋 Key Responsibilities
- Copywriting & Concept Development:
- Develop creative concepts for advertising and digital campaigns.
- Write persuasive, engaging copy for various channels, including ATL, brand-owned, CRM, social, retail, and B2B communications.
- Adapt brand messaging to suit different audience needs.
- Translate complex business propositions into clear, concise, and engaging messaging.
- Craft strong headlines, taglines, scripts, and long-form content that reinforces Telstra's position as the industry leader.
- Brand Voice & Strategic Messaging:
- Be the guardian of, and evolve, Telstra's tone of voice, ensuring it is consistently applied across all channels.
- Develop messaging that resonates across consumer, trade, and enterprise audiences.
- Align creative output with Telstra's brand positioning, customer insights, and business objectives.
- Collaborate with designers and creative teams to ensure copy and visuals work seamlessly together.
- Optimize messaging for digital-first environments, with an emphasis on clarity, impact, and engagement.
- Collaboration & Campaign Execution:
- Partner with marketing, creative, and strategy teams to develop and execute integrated marketing campaigns.
- Work closely with media, digital, and B2B teams to refine messaging for different channels and audiences.
- Provide creative input in ideation sessions, strategy discussions, and brand planning meetings.
- Collaborate with agency partners and external vendors to ensure alignment with Telstra's creative vision.
- Content Optimization & Performance:
- Develop test-and-learn approaches to optimize messaging for different customer segments.
- Use performance insights and customer data to refine copy and improve engagement.
- Keep messaging fresh and relevant by staying ahead of industry trends, cultural shifts, and emerging digital platforms.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Communications, English, Journalism, or a related field.
- Experience: 5+ years in copywriting, content creation, or advertising, preferably within an in-house agency or creative agency.
- Required Skills:
- Strong portfolio showcasing conceptual and executional excellence across brand, advertising, CRM, social, digital, and B2B communications.
- Expertise in developing brand voice, tone guidelines, and messaging frameworks.
- Experience crafting high-impact advertising copy and campaign messaging that drives measurable results.
- Strong ability to write for both consumer and business audiences, adapting tone and messaging as needed.
- Deep understanding of digital-first copywriting, including SEO principles and social media best practices.
- Familiarity with data-driven marketing, A/B testing, and performance-driven content strategies.
- Preferred Skills:
- Expert proficiency in writing, editing, and proofreading for various media.
- Strong ability to collaborate with design, video, and motion teams to enhance storytelling.
- Knowledge of best practices for writing across different platforms, including social, email, web, and advertising.
- Understanding of content management systems, digital marketing platforms, and workflow tools.
🎯 Preferred Qualifications
- Personal Attributes:
- Creative and conceptual thinker, who can turn insights into powerful narratives.
- Strategic mindset, with a passion for brand storytelling and customer engagement.
- Highly adaptable, with the ability to write for both B2C and B2B audiences while maintaining brand consistency.
- Detail-oriented, ensuring accuracy and excellence in all written content.
- Collaborative and proactive, with a minimal ego - focused on team success and great creative work.
- Strong communication skills, able to present and defend creative ideas to stakeholders.
- Curious and culturally aware, always seeking fresh perspectives and industry trends.
💰 Compensation & Benefits
- Salary Range: AUD 90,000 - 120,000 per annum (Based on experience and industry standards)
- Benefits:
- Performance-related pay
- Access to thousands of learning programs
- Global presence across 22 countries
- Purchased annual leave scheme
- Additional Telstra day off
- Additional 30% off Telstra products and services
- Toolkit provided (laptop + mobile phone + plan paid for)
- Working Hours: Full-time (37.5 hours per week), flexible work arrangements available
ASSUMPTION: The salary range is estimated based on industry standards for a mid-senior level copywriter role in Australia.
📌 Applicant Insights
🔍 Company Context
- Industry: Telstra is a leading telecommunications company, providing a wide range of services including mobile, fixed-line, and data services.
- Company Size: Telstra has 1,001-5,000 employees, providing a mid-sized company environment with opportunities for collaboration and growth.
- Founded: Telstra was founded in 1901 and has a rich history in the Australian telecommunications industry.
- Company Description: Telstra InfraCo is Telstra’s specialist infrastructure business, committed to partnering with customers to accelerate business opportunities by accessing its diverse national telecommunications infrastructure. Telstra InfraCo supports Australia’s fixed and mobile networks and has access to sub-sea cables enabling greater connectivity and reach for customers globally.
- Company Specialties: Telstra specializes in providing telecommunications infrastructure, including fibre optic cable, duct, poles, data centres, cable landing stations, and satellite ground stations.
📊 Role Analysis
- Career Level: Mid-Senior Level
- Reporting Structure: This role reports directly to the Head of Creative within Telstra's in-house agency.
- Work Arrangement: On-site with flexible work arrangements available.
- Growth Opportunities:
- Opportunities to work on high-impact brand campaigns and digital content.
- Exposure to various customer segments and business units.
- Access to learning and development programs to support career growth.
🌍 Location & Work Environment
- Office Type: Modern, collaborative workspaces with state-of-the-art facilities.
- Office Location(s): Australia (Flexible)
- Geographic Context: Australia offers a high quality of life, with diverse cities, beautiful landscapes, and a multicultural society.
- Work Schedule: Full-time (37.5 hours per week), with flexible work arrangements available.
💼 Interview & Application Insights
- Typical Process: Online application review → Phone/Video screen → Portfolio review → In-person or video interview → Final decision.
- Key Assessment Areas: Creative thinking, strategic mindset, communication skills, portfolio quality, and cultural fit.
- Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills.
- Showcase your portfolio with a diverse range of work that demonstrates your ability to write for different audiences and channels.
- Prepare examples of how you've adapted brand messaging for various audiences and optimized messaging for performance.
🛠️ Tools & Technologies
- Adobe Creative Suite (Photoshop, Illustrator, InDesign)
- Microsoft Office Suite (Word, PowerPoint, Excel)
- Content management systems (e.g., Adobe Experience Manager, Sitecore)
- Digital marketing platforms (e.g., Google Analytics, social media management tools)
👔 Cultural Fit Considerations
- Company Values: Telstra's values include integrity, togetherness, and courage.
- Work Style: Telstra fosters a collaborative, innovative, and agile work environment.
- Self-Assessment Questions:
- How do you align with Telstra's values of integrity, togetherness, and courage?
- How comfortable are you working in a fast-paced, collaborative environment?
- How do you approach adapting brand messaging for different audiences?
⚠️ Potential Challenges
- Balancing the need for consistency in brand voice with the requirement to adapt messaging for diverse audiences.
- Managing multiple projects and deadlines in a fast-paced environment.
- Collaborating effectively with various teams, including designers, strategists, and marketers.
📈 Similar Roles Comparison
- Copywriter (In-house agency) vs. Copywriter (Creative agency): In-house roles offer more exposure to the brand and its customers, while creative agency roles provide broader industry experience.
- Copywriter vs. Content Strategist: Copywriters focus on crafting compelling narratives, while content strategists concentrate on planning, creating, and managing content to meet business and customer goals.
- Career Path: Progression could lead to roles such as Senior Copywriter, Creative Director, or Head of Creative.
📝 Sample Projects
- Developing a brand campaign that resonates with both consumer and business audiences.
- Creating a series of customer communications that drive engagement and action.
- Translating complex business propositions into clear, concise, and engaging messaging for a trade audience.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader creative strategy for Telstra?
- What are the most significant challenges facing the creative team currently, and how can this role help address them?
- How does Telstra support the professional development and growth of its copywriters?
- What is the team structure, and how does this role collaborate with other teams within the in-house agency and broader marketing function?
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through [this link](https://telstra.wd3.myworkdayjobs.com/Telstra_Careers/job/Australia-Flexible/Copywriter--In-house-agency_JR-10144286).
- Tailor your resume and cover letter to highlight relevant experience and skills.
- Prepare a diverse portfolio showcasing your ability to write for different audiences and channels.
- Prepare examples of how you've adapted brand messaging for various audiences and optimized messaging for performance.
- Follow up with a polite email one week after submitting your application to express your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
