I've always been an early adopter and a tech enthusiast.
Technology, for me, was never a separate department. It was always part of the creative toolkit - another way to tell a story, solve a problem, or create an experience that couldn't exist without it.
Over the years, I integrated new technologies into campaigns and productions long before it became standard practice. In more recent years, that curiosity evolved into something bigger: leading and managing large-scale, complex technology platforms - building in-house tech teams, coordinating external vendors, and delivering systems that had to work at national scale, under real pressure.
Technology is a land of endless possibilities. For me, this is exciting - an endless opportunity to create effective solutions to various problems and challenges.
Here's a slice of what I've built. On the tech side.
Israel’s Official
Covid testing operation
When the pandemic hit, our agency was selected as Israel's official national testing operation partner, in full partnership with Sheba Medical Center - the largest hospital in the country.
The scale:
over 10,000,000 tests conducted within 18 months, a $7M USD IT system built from the ground up, in coordination with the Ministry of Health and the IDF's Home Front Command.
As Technology Project Manager, I owned the entire IT infrastructure for the operation - designed and deployed on an extremely tight schedule.
Planning | one week:
Designed the full business and operational requirements, selected strategic IT vendors, and coordinated with all stakeholders - including the Ministry of Health - to get plans approved and systems integrated.
Installation | four weeks:
Supervised coding, integrations, and installations across all suppliers - driving every vendor and workstream to meet an uncompromising timeline. Coordinated the setup of servers, a dedicated secured private network, and procurement of all end-user devices - ensuring every component was in place on time and to spec. Approved every element of the system including UX/UI and CRM configurations. Established support and customer service centers, designed end-user training, and created information security protocols.
Operations | 18 months:
Built and managed an in-house technical support team serving field staff, end-users, and private clients. Managed the live system end-to-end: suppliers, client coordination, and ongoing innovation - including new testing methods, a new app, billing operations, and expansion into private sector services such as pre-flight testing and a private laboratory.
A $7M USD system. 10 million tests. Built in five weeks. Ran for 18 months.
The Logistical Operation for the Local Authority Elections
In elections, there is no room for error. Not even one.
As Technology Project Manager for Israel's Local Authority Elections logistical operation, I led the design and deployment of the entire technology infrastructure - built to handle one of the most sensitive and time-critical operations imaginable.
The operation covered the full election cycle: preparing polling stations nationwide, collecting and sorting double-envelope ballots from military units, hospitals, and prisons, and tracking every protocol - before and after election day - in real time.
At the core: a large computerized logistics center and six regional facilities across the country, all connected and monitored from a single control panel. Every document, every ballot, every movement - tracked, scanned, and secured.
The technology stack included a private server farm, a dedicated communication network, WMS and TMS platforms, POD systems, six tracking systems using QR codes and barcodes, smart OCR scanning, and full information security protocols overseen by a dedicated CISO.
Built from scratch. Multiple systems, tightly interconnected. Strict regulatory requirements, complex information security protocols, and a timeline that left no room for delays.
The kind of project that either works perfectly - or makes the news for the wrong reasons.
Emergency Education frameworks for the Children of the Medical Staff
Some systems are built hoping they'll never be needed. This one was built knowing that one day - they would.
In a national emergency, hospitals don't stop. But medical staff do - when schools close and there's nobody to watch their children. An Emergency Education framework for the children of medical staff was the answer: ready to activate at a moment's notice.
I led the design and deployment of the technology platform behind it: a smart CRM-based system integrating all hospitals, contact persons, available facilities, and an emergency staff database covering education and kindergarten instructors across the country.
At the core: a single button. Press it, and the system comes alive - automatically dispatching emergency instructors, alerting hospital contacts to collect parent requests, and notifying facility owners that their space is needed. From that moment, real-time dashboards and digital field tools take over - tracking every moving part, updating the picture as it develops, and keeping the operation in full control.
This is exactly where technology stops being a tool - and starts changing reality.
