That same year, she won the "Essayist Award" granted by the Portuguese Press Club. She worked as a researcher for information programmes and worked in several of the TV station’s newsrooms, including the "Telejornal" newsroom (a Portuguese flagship evening TV news program). Besides working as a journalist, a career she gave up in 1999, she has lectured undergraduates on Social and Cultural Communication Studies at the Catholic University of Portugal. She has always worked in the area of communications, having also held, among others, the position of Assistant to the Minister of Culture in the 13th Portuguese Constitutional Government; Senior Consultant at the Imago agency (which is now known as Llorente & Cuenca Portugal); Head of Communication and Image at the Santander-Totta Group in Portugal; Strategy Director of Brandia Central and, later on, Director-General of the same company. Sara is currently the Director of Communication and Corporate Responsibility of the Jerónimo Martins Group, a position she has held since May 2010 and in which she reports directly to the Group's President and Executive Officer.