Federal COVID Response: Mobilizing a National Health Campaign
A national plasma-donation campaign launched during the earliest months of COVID-19, before vaccines or proven treatments existed — built and deployed with no existing playbook, under a live public health deadline.
U.S. Department of Health & Human Services (HHS)
Senior Digital Project Manager
Public Health / Government
2020-2021
Overview
In the earliest months of the COVID-19 pandemic — before vaccines, before proven treatments — HHS launched a national campaign to encourage plasma donation from recovered patients. Convalescent plasma represented one of the few early intervention options available. The campaign needed to reach the public fast, communicate with precision, and adapt in near-real-time as the science evolved. There was no existing playbook.
The Challenge
Speed was the requirement, and speed at this scale creates risk: inconsistent messaging, regional execution gaps, metrics that lag behind decisions, and stakeholder coordination across federal agencies that don't move on the same timelines. Every deliverable had public health consequences attached to it.
What I Did
Led creation and launch of 30+ localized landing pages directing potential plasma donors to approved
collection sites — built and deployed rapidly as donor site coverage expanded
Coordinated a multi-channel media effort spanning PSAs, social campaigns, and targeted community outreach across geographies and demographics
Managed real-time messaging adaptation as scientific guidance evolved — maintaining campaign accuracy without losing momentum
Developed custom analytics infrastructure to monitor campaign performance and surface data that could adjust targeting and messaging in near-real-time
Coordinated across federal agency stakeholders with different approval processes and communication cadences
Results
The campaign expanded national awareness of plasma donation as a viable early treatment option and drove measurable donor mobilization across the U.S. More than 30 localized pages deployed. A multi-channel media effort activated across the country. All of it executed during a live national emergency with no precedent.
Final Thoughts
If your project has high stakes, tight timelines, or a situation that requires rapid execution without sacrificing accuracy or coordination — this is the kind of experience I bring. I've led delivery in environments where delay has consequences and ambiguity is not an option.
This work was completed during my time at Wondros, where I led project delivery.
