SUCCESS PROFILE TELSTRA BAND 3&4 INDIVIDUAL CONTRIBUTOR

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1 Business Unit Telstra Enterprise (Global Products) Band 3 Work Code MKSPECAL People Mgr/Ind Contrib IC Direct Expense n/a Generic Role Title CAPEX n/a Market Role Title Digital Content Specialist Technical Copywriter Direct People Accountability Nil Reporting To Head of Digital Content Indirect People Accountability Employment Instrument & Classification Nil Key Projects xx xx Location(s) Manila Role Context Mission Strategic Alignment Outcomes What is the goal or purpose of the role? The Technical Copywriter will play a foundational role in Telstra s Global Product Marketing team by bringing technology products and services to life through creative and engaging copy targeted at Telstra s Enterprise customers around the world. As the successful candidate in this role, you will have the opportunity to continuously explore and learn about our portfolio of world-class products and services, and will craft persuasive copy aimed at IT and other audiences. Your primary focus will be writing product-level copy for Telstra s website pages, and will also extend to other content forms such as sales presentations, data sheets, ebooks, video scripts and thought leadership materials. The role has a global remit and will require the candidate to build strong relationships with teams across the Asia Pacific region. The successful individual will be required to work effectively within a global matrix organisational structure, demonstrating creativity and initiative whilst maintaining attention to detail. How does the purpose or outcomes of the role contribute to achieving business strategy? Telstra s digital content marketing strategy aims to deliver brilliant experiences for customers across the buying journey. You will be required to produce insightful, engaging copy that channels customer interest as they discover our offerings, investigate the details and make the decision to do business with Telstra What are the observable/measurable results or business impacts of successfully achieving the mission? The Technical Copywriter will work closely with the wider Digital Content team to produce copy for new product launches whilst continually improving copy for our in-market offerings. You will also work closely with agency partners to ensure copy and design work together, and adhere to brand guidelines to get the maximum impact. The core capability of this role will require the successful candidate to efficiently grasp an understanding of technical offerings, and then demonstrate a flair for translating these into business solutions in a simple, engaging language that is suitable for a digital environment. You will have clear skillsets and experience when it comes to digital copywriting for the web. This includes the ability to apply Search Engine Optimisation principles and keyword

2 integration to test/learn and make changes that result in measurable improvements to the performance of website pages. The role will also require you to complete a range of other copywriting jobs such as sales presentations, data sheets, ebooks, video scripts and thought leadership materials. Key Stakeholder Relationships Internal External What internal stakeholder relationships would someone in this role need to build and manage in order to achieve the outcomes of the role? - Digital Content Specialists - Product Marketing Specialists - Enterprise Sales - Enterprise Marketing What external stakeholder relationships would someone in this role need to build and manage in order to achieve the outcomes of the role? - Customers - Agency Partners Key Accountabilities What are the key responsibilities and job tasks for this role? Copywriting for products and services on Telstra s websites according to brand guidelines and design specifications Apply Search Engine Optimisation knowledge and principles to improve copy and demonstrate improvements to the performance/rankings of web pages Work with content specialists to write across a range of customer-facing content forms including presentations, ebooks, data sheets and brochures Engage closely with digital and design delivery partners to deliver the best overall outcome Understand the competitive landscape, scanning the market for ideas and inspiration Maintain brand tone of voice to ensure cohesive messaging Adapt a customer-centric mindset and engage with customers to understand the impact of your work Core Capabilities / Technical Skills Digital copywriting for telecommunications and/or technology products for a B2B audience. Technical Descriptors Experience in writing copy for telco/technology products and strong knowledge of IT-related topics Able to quickly grasp and understand product value propositions and convert from technical speak to people speak Efficiently write, proof and edit copy that deeply engages a B2B buying audience across different buying personas Manage multiple stakeholders in order to deliver against an outcome in accordance with project timeframes

3 Excellent writing skills in English committed to a high standard Writing for the web search engine optimisation Understand Search Engine Optimisation (SEO) principles and keyword integration Test the performance of your copy and make recommendations to continually improve organic search performance Partner with design agencies and challenge the status quo to get the best outcome in a digital context Project and stakeholder management Manage selected projects from concept to completion, and manage creative direction and rounds of edits Highly effective communication able to contribute to the creative process and work collaboratively with team members and agencies Qualifications/experiences Copywriting experience for telecommunications and/or technology companies gained directly within an enterprise or agency context (5+ years) Strong knowledge of the product offerings in telecommunications and/or technology companies such network, cloud, unified communications, security and mobility An understanding of Search Engine Optimisation copywriting principles and keyword integration Experience producing content assets that appeal to different buying personas and work at different stages of the buying journey A Bachelor s degree in marketing, communication, design or a related field or study or equivalent experience A team player with a positive, professional attitude that assumes accountability and responsibility for projects Able to build strong relationships across different parts of the organisation and can negotiate to achieve win-win outcomes Strong and demonstrable portfolio of copywriting examples Potential barriers to success Feeder Roles Which roles are likely to lead to this position? - Experienced copywriters within an established telecommunications or technology company - Experienced copywriters with a background within a creative/digital marketing agency Potential Career Pathway (Potential progression roles within Telstra) Suggested Development Experiences

4 What are the possible roles for progression? - Exposure to strategic projects - Global experience across various locations - Promotion with Global Product Marketing - Roles within the Chief Marketing Office Customer Focus Strategic Results Capabilities Customer Focus Drive Strategy & Innovation Build Engagement & Understanding Collaborate & Connect Translate Strategy into Action Descriptors Takes specific action with the intent to please the customer Keeps the customer's interests at the heart of decisions and actions Contributes to business improvements to benefit the customer Responds to customer requests/problems immediately Challenges others' thinking Encourages people to share new and innovative ideas Comes up with creative ideas and solutions Encourages people to challenge the way things are done and streamline processes Takes action to overcome current issues, problems, obstacles and barriers to success Outlines the pros and cons of different approaches Encourages and motivates people to support the future direction Makes the complex simple to understand for others Role models adaptability Helps people find their courage to accept and work through change Works openly and inclusively with others Taps into key relationships within the team to deliver results Demonstrates an ability to understand others' perspectives Aligns own objectives with others' objectives to achieve common goals Encourages people to strive for outstanding results Solves problems in a timely and effective way Overcomes challenges and roadblocks in a timely way Is able to adapt when required Sets clear goals and expectations for self and others (where applicable) Personal Develop Self Awareness & Authenticity Develop Talent & Capability Demonstrates openness with others Demonstrates knowledge of own key strengths and development areas Open to positive and constructive feedback Able to adjust behaviour to work effectively with different people and environments Maintains a positive outlook in challenging situations Knows what drives the team Provides feedback on people's strengths and areas for development Provides encouragement and support to build people's confidence and capability Draws on people's diverse skills and experience effectively

5 Picks up signals when others are not feeling comfortable and displays consideration Advocacy And Values Advocacy Values Take Ownership, Action Commitments, Get it Right First Time I Always Listen, I Simplify, I Anticipate What You Want, I Adapt To Your Needs Better Together, Find Your Courage, Make the Complex Simple, Show You Care, Trust Each other to Deliver