Digital Intelligence Senior Specialist

Focus of the role

This role is a strategic and hands-on leadership position focused on driving innovation and operational excellence across Telstra's digital ecosystem. The Senior Digital Intelligence Specialist will shape the evolution of digital identity, AI/ML model lifecycle, experimentation frameworks, and search strategies to deliver hyper-personalised, data-driven customer experiences.

About the role

We are seeking a visionary and technically proficient senior specialist with a passion for emerging technologies to spearhead the strategic evolution and operational excellence of our Digital Profile, AI/ML model lifecycle, Experimentation frameworks, and Search (SEO/SEM) Strategy. This role is instrumental in redefining how we understand, engage, and serve our customers by leveraging data-driven personalisation, and continuous innovation.

As a
Digital Intelligence Senior Specialist
, you will shape the design, deployment, and governance of AI/ML models, oversee the digital identity ecosystem as it relates to our known and unknown visitor personalisation efforts, and lead experimentation initiatives that drive customer-centric transformation across our digital and search channels. You will identify opportunities to develop, execute, and optimise personalised experiences across Telstra's digital assets (web and app), with the goal of enhancing customer engagement, accelerating digital sales, and expanding self-service capabilities.

The role demands a hybrid expert with deep technical acumen, strategic foresight, and the ability to influence cross-functional teams. Success requires fluency in CDPs, personalisation platforms, AI/ML tools, and experimentation methodologies, along with a strong grasp of data privacy and ethical AI practices.

As a Senior Digital Intelligence Specialist, you will be a key hybrid expert within our COE, deploying your diverse skills across the digital landscape to solve our most pressing business challenges. Your focus will be dynamic, shifting quarterly to drive impact where it's needed most, from pioneering AI-driven personalisation initiatives to optimising our search strategy to leading high-impact experimentation initiatives.

Key Responsibilities

Digital Profile

• Define and evolve the architecture and governance of the known and unknown digital visitor profile across
• platforms.
• Ensure seamless integration of identity, behavioural, and contextual data to enable hyper-personalisation.
• Leverage DMP's and CDP's (e.g., Adobe, Braze, Salesforce) and AI-driven machine learning tools to refine audience strategies and improve campaign performance.
• Collaborate with privacy, security, and compliance teams to uphold data ethics and regulatory standards.

AI Models & Machine Learning

• Identify and implement opportunities to leverage AI/ML. This could range from developing predictive models for customer behaviour to deploying machine learning for campaign automation and personalisation at scale.
• Partner with data scientists, engineers, analysts and product teams to embed intelligent capabilities into digital experiences.
• Champion model performance, fairness, explainability, and continuous improvement

Experimentation and Optimisation

• Lead the end-to-end CRO and personalisation lifecycle, from hypothesis generation and statistical analysis to experiment design and implementation to drive significant uplifts in user experience and conversion.
• Drive a culture of test-and-learn to validate hypotheses, optimise user journeys, and accelerate innovation.
• Translate insights into actionable strategies that enhance customer engagement and business outcomes.
• Strategies to enhance the visibility and effectiveness of AI-driven digital initiatives (including impacts to Search).

Integrated Digital Strategy

• Align experimentation, audience management, and search strategies with overarching digital channel objectives, ensuring cohesive and integrated digital marketing efforts.
• Effectively communicate complex programs to a diverse audience to secure endorsement and commitment.
• Maintain knowledge of digital trends and customer preferences through active thought leadership and share expertise with team members to inform digital strategies and channels that deliver optimal experiences.
• Collaborate with cross-functional teams to ensure Search insights inform personalisation, experimentation, and content strategies.

About you

To be successful in the role, you must have:

Key Behaviours:

• Curious Mindset: Demonstrates a relentless curiosity and eagerness to explore new technologies and methodologies, always seeking to understand and leverage the latest advancements.
• Visionary Thinking: Possesses the ability to envision and articulate a forward-thinking strategy that aligns with the evolving digital landscape.
• Technical Proficiency: Demonstrates knowledge in emerging technologies and facilitates the
• implementation of discovery.
• Collaborative Leadership: Fosters a collaborative environment, working closely with cross-functional teams and leadership to drive strategic initiatives and achieve shared goals.
• Customer-Centric Approach: Prioritises the customer experience, using data-driven insights to deliver personalised and impactful digital interactions.
• Ways of Working. Ensure that our approach to digital innovation and customer engagement remains agile, forward-thinking, and aligned with ways of working.
• Resilient, flexible and agile. In a forever changing environment, be able to adjust to change and assess impacts.

Essential

• Proven experience in digital transformation, data science, or AI leadership roles-ideally within telecommunications or technology sectors.
• Strategic mindset with a hands-on approach to innovation, delivery, and problem-solving.
• Deep expertise in digital profile and identity management to enable personalisation at scale.
• Hands-on experience with Customer Data Platforms (CDPs), Personalisation Engines, and Digital Identity Frameworks.
• Strong background in AI/ML technologies, including model development, governance, and MLOps practices.
• Ability to apply statistical rigour to model evaluation, experimentation, and performance measurement.
• Track record of leading complex experimentation initiatives to validate hypotheses and accelerate learning.
• Proficient with experimentation platforms such as Adobe Target, Braze, and Contentsquare.
• Skilled in A/B and multivariate testing, uplift modelling, and causal inference techniques.
• Experience with Adobe Experience Platform, Braze, and Salesforce Marketing Cloud to drive personalised engagements at scale.
• Proven ability to optimise digital placements for customer engagement, sales conversion, and selfservice.
• Strong command of digital analytics tools, customer segmentation, and behavioural modelling.
• Ability to translate complex data insights into scalable, customer-facing digital solutions.
• Familiarity with modern data stacks and cloud platforms such as AWS, GCP, and Azure preferred.
• Understanding of data privacy, security, and ethical AI considerations.
• Excellent stakeholder management and communication skills, with the ability to influence at all levels.
• Demonstrated ability to mentor, upskill, and empower teams while maintaining delivery momentum.
• Passion for fostering a culture of innovation, data literacy, and continuous improvement.

We're amongst the top 2% of companies globally in the CDP Global Climate Change Index 2023, being awarded an 'A' rating. If you want to work for a company that cares about sustainability, we want to hear from you.

As part of your application with Telstra, you may receive communications from us on for job applications in Australia) and for job applications in the Philippines and India).

When you join our team, you become part of a welcoming and inclusive community where everyone is respected, valued and celebrated. We actively seek individuals from various backgrounds, ethnicities, genders and disabilities because we know that diversity not only strengthens our team but also enriches our work. We have zero tolerance for harassment of any kind, and we prioritise creating a workplace culture where everyone is safe and can thrive.

As part of the hiring process, all identified candidates will undergo a background check, and the results will play a role in the final decision regarding your application.