Senior Marketing Audience Specialist
Telastra · Australia (Flexible) ·
- Seniority
- Senior
- Employment
- Full time
- Category
- Marketing
- Experience
- 5+ years
Telastra · Australia (Flexible) ·
Job Summary
Role Purpose
The Senior Marketing Audience Specialist is responsible for defining and governing audience segmentation strategies across the customer lifecycle to ensure marketing communications reach the right customers, through the right channels, at the right time. Leveraging customer data, behavioural insights, and experimentation, the role develops audience frameworks and targeting approaches that optimise customer engagement, experience, and commercial outcomes across channels including email, SMS, RCS, push notifications, paid media, and direct mail.
Key Responsibilities
Develop and maintain audience segmentation strategies aligned to business objectives, customer needs, and lifecycle stages.
Define audience frameworks, targeting rules, contact strategies, and eligibility criteria across marketing and customer communications.
Partner with stakeholders across Marketing, Digital, Data, Analytics, Product, and Customer teams to translate business objectives into audience strategies.
Design and oversee test-and-learn programs to determine the most effective channel mix, communication cadence, and audience approach.
Analyse customer behaviour, preferences, and engagement trends to identify opportunities for improved targeting and personalisation.
Provide strategic recommendations on audience selection, prioritisation, suppression, and channel optimisation.
Ensure audience strategies balance customer experience, regulatory requirements, and commercial outcomes.
Build and manage audience definitions within marketing automation platforms or customer data platforms (CDP) and ensure audience integrity and governance.
Monitor audience performance and provide insights to continuously improve engagement, conversion, retention, and customer value.
Support the evolution of customer data and marketing technology capabilities to enable more advanced segmentation and targeting.
Key Skills & Experience
Graduate Degree – Marketing, Commerce, or equivalent
At least 5 years’ experience working in data-driven marketing
Ability to build and manage audiences in marketing automation, customer engagement, or customer data platforms (e.g. Salesforce Marketing Cloud, Braze, Tealium, Data360 or similar)
Strong understanding of customer segmentation, targeting, and lifecycle marketing principles.
Experience using customer data and insights to develop audience and contact strategies.
Analytical mindset with the ability to interpret performance data and generate actionable recommendations.
Experience designing experiments and applying test-and-learn methodologies.
Ability to influence and collaborate with stakeholders across marketing, digital, data, and technology teams.
Strong communication and strategic thinking skills with a customer-centric approach.
Success Measures
Effective use of experimentation to inform audience and channel decision-making.
Improved audience precision and relevance across marketing communications.
Increased customer engagement and campaign effectiveness through optimised targeting and channel strategies.
Development of scalable audience frameworks that support consistent customer experiences.
Delivery of actionable insights that drive improved commercial and customer outcomes.
If you are looking to take the next step in your career, we want to hear from you!
As part of your application with Telstra, you may receive communications from us on +61 440 135 548 (for job applications in Australia) and +1 (623) 400-7726 (for job applications in the Philippines and India).
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