Senior Copy Lead

Employment Type

Closing Date

Job Title

Job Summary

Job Description

Who We Are

We're an iconic Aussie brand with a global footprint. Our purpose is to build a connected future so everyone can thrive. We're all about providing the best experience and delivering the best tech on the best network.

This includes making Telstra the place you want to work. For you, that means a having career that grows with you and working with a team powered by human connection that prioritises wellbeing and choice.

What We Offer

Performance-related pay

Access to thousands of learning programs so you can level-up

Global presence across 22 countries; opportunities to work where we do business.

Purchased annual leave scheme

Additional Telstra day off

Additional 30% off Telstra products and services

Toolkit provided (laptop + mobile phone + plan paid for)

What You’ll Do

Telstra’s in-house creative agency is evolving into a world-class creative function, and we are seeking a Senior Copy Lead, to elevate our brand storytelling across all customer channels. This role is pivotal in shaping the voice of Telstra, ensuring consistency, creativity and strategic thinking across brand campaigns, customer communications and business-to-business engagement.

As a key creative leader, you will be responsible for crafting compelling, conceptual, insight-driven copy that brings Telstra’s brand, tone of voice and customer narratives to life - whether through high-impact brand advertising, digital content, trade messaging or B2B communications.

This role requires a mix of conceptual creative, strategic thinking and adaptability to write for diverse audiences, from everyday consumers to business leaders. You will collaborate closely with designers, strategists and marketers to develop ideas that engage, persuade and drive action across the full spectrum of Telstra’s marketing initiatives.

Key Focus Areas:

• Elevating Telstra’s creative standards across all touchpoints, including digital and integrated campaigns.
• Building a culture of creativity, innovation and operational efficiency.
• Ensuring customer insights and data-driven strategies inform creative solutions.

Responsibilities:

Copywriting & Concept Development

• Develop compelling, insight-led creative concepts for advertising and digital campaigns.
• Write persuasive, engaging copy for various channels, including, ATL, brand-owned channels, CRM, social, retail, and B2B communications.
• Adapt brand messaging to suit different audience needs, from consumer storytelling to business-to-business thought leadership.
• Translate complex business propositions into clear, concise and engaging messaging.
• Craft strong headlines, taglines, scripts and long-form content that reinforce 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.
• Ensure messaging is optimized 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.

About You

Knowledge & Experience

• 10+ years’ experience in copywriting, content creation or advertising, preferably within an in-house agency or leading creative agency.
• A 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.

Desirable 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

This Senior Copy Lead role is an opportunity to shape Telstra’s brand voice and storytelling at a pivotal moment in its creative evolution. If you are passionate about bringing brands to life through compelling copy, have deep experience in advertising and digital content and can seamlessly shift between consumer and business messaging, we want to hear from you.