Open to opportunities

Sarah Tobore Eruchalu

@sarahtoboreeruchalu

Message

I craft brand strategy and cultural insights, translating human stories into decisive audience messaging.

Nigeria

Message

What I'm looking for

I’m seeking a Strategy role where I can apply cross-cultural qualitative rigour and narrative intelligence to turn audience tension into clear, evidence-grounded brand recommendations.

I’m a media researcher and writer with a strategist’s instinct for decoding human behaviour, cultural tension, and audience motivation. I trained in investigative journalism and qualitative research, and I translate lived realities into insight that moves brands and informs briefs.

At Pan-Atlantic University, I’m focused on media theory, audience analysis, digital communication systems, and narrative construction. My ongoing undergraduate research explores the reception of feminist discourse on X (Twitter) by Gen Z and Millennials, using qualitative audience analysis and digital discourse analysis to understand how different cohorts interpret, resist, and reshape gendered narratives.

In my Research Journalist role with the International Labour Organisation (ILO) on the Ghana–Nigeria Labour Migration Initiative, I designed and led qualitative research into female labour migration. I conducted in-depth interviews and ethnographic observation to surface insights invisible in official labour data, then applied an intersectional analytical framework to identify systemic patterns—finally translating the findings into publishable journal narrative.

Through StudyIn Global, I built consumer tension and need-state mapping by running structured discovery calls across multiple higher-education markets, then supporting campaign execution as I learned how strategy becomes customer touchpoints. As a freelance writer, editor, and brand narrative consultant, I’ve developed 40+ content strategies, scriptwritten for digital-first clients, and delivered structural and developmental edits that strengthen audience impact—precisely the kind of narrative strategy problem I want to solve in TBWA Concept’s Strategy department.

Experience

Work history, roles, and key accomplishments

Current

Resident Assistant

Current

Pan-Atlantic University

Jan 2025 - Present (1 year 7 months)

Serves as a community connector and mediator by facilitating peer-to-peer support, managing conflict, and designing programming that builds belonging among a diverse student population.

Community Mediation Conflict Management Peer Support Facilitation Programming For Belonging

Current

Writer & Brand Narrative Consultant

Current

Freelance

Apr 2020 - Present (6 years 4 months)

Developed original content strategies and scripted long- and short-form video content for digital-first clients, translating brand positioning into platform-specific storytelling. Provided structural and developmental editing to strengthen narrative flow, audience impact, and message architecture across varied briefs and formats.

Content Strategy Audience Segmentation Consumer Tension Analysis Storytelling Structure Editing Developmental Editing Narrative Repositioning Brand Positioning to Content Translation

Marketing & Consumer Insights Intern

StudyIn Global

Jul 2025 - Sep 2025 (2 months)

Conducted structured discovery calls with prospective students across multiple markets to identify motivations, anxieties, and decision-making triggers. Assessed satisfaction signals from customers and staff, supported campaign execution, and synthesized category knowledge across UK, Canada, Australia, and New Zealand.

Discovery Calls Consumer Insights Market Research Consumer Need State Mapping Cross Functional Collaboration

Research Journalist

International Labour Organisation (ILO)

Jun 2025 - Sep 2025 (3 months)

Designed and led qualitative research into female labour migration between Ghana and Nigeria, mapping lived experiences, structural barriers, and economic motivations of migrant domestic workers. Conducted in-depth interviews and ethnographic observation and translated findings into an ILO journal story using intersectional analysis and cross-national editorial coordination.

Qualitative Research In Depth Interviews Narrative Writing

Academic Tutor (WAEC/JAMB/NECO)

Self Employed

Aug 2021 - Sep 2023 (2 years 1 month)

Tutored English, Literature, and Government with a focus on WAEC/JAMB/NECO preparation by diagnosing learning gaps and designing adaptive lesson structures. Broke down complex information for non-expert audiences to support improved understanding and performance.

Learning Gap Identification Tutoring English tutoring WAEC NECO JAMB Exam Preparation

The Best Men Can Be

Gillette

Jan 2019 - Present (7 years 7 months)

Analyzed Gillette’s 2019 campaign as a case study in cultural disruption, focusing on the gap between intended framing and lived reception across global audiences. Interpreted how the brand’s messaging shifted and how that affected audience decoding.

Narrative Framing Cross Cultural Reception Analysis

Education

Degrees, certifications, and relevant coursework

Pan-Atlantic University

Bachelor of Science, Mass Communication

2023 - 2026

Activities and societies: Undergraduate research (ongoing): reception of feminist discourse on X by Gen Z and Millennials; qualitative audience analysis and digital discourse analysis with generational segmentation.

Pursuing a B.Sc. in Mass Communication at Pan-Atlantic University, focused on media theory, audience analysis, and digital communication systems. Conducting undergraduate research on how Gen Z and Millennials receive feminist discourse on X (Twitter) using qualitative audience and digital discourse analysis.