Sarah O'Brien

Marketer

I’m a communications professional and digital marketing strategist with 10 years’ experience working at the intersection of media, storytelling, and higher education. My career began in journalism and press communications, where I learned how to shape narratives that resonate, inform, and inspire. That foundation in storytelling has carried through into my work today as Digital Marketing Officer at Technological University of the Shannon (TUS) in Athlone. At TUS Athlone, I lead data-driven, omni-channel campaigns that not only deliver measurable results — including record-breaking attendance at student recruitment events — but also tell authentic stories about community, diversity, and opportunity. I’ve spearheaded strategies across social media, paid advertising, and content marketing, pivoting TUS Athlone to a social-first approach that builds engagement and connection. My professional journey reflects a dual passion: for storytelling that connects people, and for strategy that drives impact. From newsrooms to campaign planning rooms, I’ve worked to bring voices forward and create spaces where ideas can be shared, challenged, and celebrated. I believe TEDx embodies that same mission, and I am proud to be co-organising the inaugral TEDxTUS event, ccoming later in 2026. It's an opportunity to amplify voices, spark curiosity, and put ideas worth spreading at the heart of our community.

I’m passionate about creating spaces where people feel seen, heard, and inspired. My work in digital marketing is, at its heart, about more than data and metrics — it’s about building connections between people and opportunities. I care deeply about helping young people imagine what’s possible for them, particularly those who might not have seen university as an option before. I’m passionate about using creativity — whether through social media, storytelling, or campaigns — to break down barriers and show that higher education can be supportive, inclusive, and life-changing. Beyond education, I’m passionate about storytelling in all its forms. Stories connect us, help us make sense of the world, and inspire action. My favourite quote is "Storytelling helps us see the world through the eyes of another". Platforms like TEDx matter because they don’t just share information — they spark imagination.

The future of education marketing is not about courses — it’s about communities, stories, and the lives we help people imagine for themselves. Too often, education is marketed as a product: lists of modules, statistics, and entry requirements. But students don’t choose courses; they choose futures. By reframing how we communicate — focusing on stories of belonging, empowerment, and possibility — we can transform not just how universities recruit, but how they serve as catalysts for personal and social change.

Audience engagement and growth, Digital marketing strategy (paid & organic), Event marketing and promotion, Higher education marketing, Journalism and press communications, Omni-channel campaign management, Social-first content creation, Storytelling and narrative development

My TED story begins with curiosity. As a trained journalist, I was drawn to the challenge of asking questions that matter and telling stories that connect. Moving into higher education marketing, I carried that same curiosity with me: what motivates people? What makes them feel a sense of belonging? What helps them believe they can do something they didn’t think possible? At TUS, I’ve seen the impact of storytelling first-hand. A campaign video isn’t just content — it can be the moment a student decides, “This is where I belong.” An open day isn’t just an event — it’s the spark that sets someone on a path to a different future. TEDx is, to me, the ultimate platform for that kind of spark. It’s a space where stories, ideas, and voices come together to shift perspectives and inspire action. My TED story is about taking the skills I’ve built — in journalism, in communications, and in marketing — and using them to create that kind of space in Athlone. Hosting TEDxTUS is about bringing speakers to a stage. It would be about curating a community moment where people feel inspired, challenged, and connected — and where the stories shared ripple outward to create lasting change.

People often assume my work is just about creating content, running ads, or hitting numbers — but what I’m really good at is something more fundamental: I make complex things simple. Whether I’m distilling a dense research paper into a press story that captures national headlines, translating a technical academic concept into a three-line social post, or breaking down the moving parts of a digital campaign so a team can actually act on it, my strength is clarity. I have an ability to cut through noise, find the essence of an idea, and communicate it in a way that people not only understand — but feel compelled to engage with. It’s a skill I’ve carried across journalism, communications, and now digital marketing. It’s not always visible, because the end result often looks effortless. But behind that simplicity is the work of unpacking, translating, and reshaping complexity into something meaningful. That’s what I’m good at — and it’s also what excites me most about platforms like TEDx.