Background:

During the COVID-19 pandemic, Vancouver Coastal Health (VCH) faced the unprecedented challenge of communicating rapidly evolving public health information to millions of residents across a diverse geographic region. As Senior Regional Director, Brand and Digital Communications, I helped lead integrated marketing and digital communications strategies that translated complex public health guidance into clear, accessible, and action-oriented communications.

Our work supported public awareness, vaccine confidence, recruitment, operational readiness, and community engagement during one of the most high-pressure communications environments in modern healthcare.

The result was one of the highest COVID-19 vaccination uptake rates in British Columbia, with more than 90% two-dose coverage across the VCH region.

My role:

I led and collaborated across integrated communications, digital, and creative initiatives supporting the regional COVID-19 response.

My responsibilities included:

• Leading integrated brand and communications strategy

• Developing audience-centered marketing campaigns

• Guiding digital and social media strategy

• Supporting executive and public-facing communications

• Developing clinical signage and wayfinding for pop-up vaccine and testing locations

• Translating complex clinical and operational information into accessible public communications

• Leading the creation of internal campaigns and content designed to express appreciation for staff and strengthen employee morale and engagement.

• Supporting rapid-response communications in a constantly changing environment

This work required close collaboration with public health leaders, clinical teams, operational leadership, communications specialists, designers, developers, media teams, and community stakeholders.

Content examples: