After nearly six years of working as a freelance collaborator with Coleraine Business Improvement District (CBID), I’ve officially stepped back from most of my involvement. It’s the end of a meaningful chapter — one filled with creativity, strategy, and genuine community impact.

Since 2019, I’ve had the privilege of supporting CBID in a number of ways:

I also managed a large-scale ticketed event, handling online sales and promotional efforts to help drive attendance.

One personal highlight was the Christmas events, which brought thousands into the town centre. Many visitors described the festive experience as one of the best in Northern Ireland — a testament to targeted, community-focused promotion and strong digital engagement.

But beyond seasonal campaigns, there were moments of real national recognition. In 2022, I led the digital campaign that helped Coleraine secure the High Street of the Year title — a proud achievement that not only shone a spotlight on the town but also highlighted the value of digital-first storytelling. Through coordinated social media campaigns, community engagement, and content that captured Coleraine’s character, we ensured local voices and businesses were at the heart of the win.

Equally rewarding was my contribution to CBID’s business support package, which was recognised with its own award. My services — from digital education to hands-on marketing support — formed a key part of this initiative, giving local businesses the tools and confidence to thrive online. Helping independent traders grow their presence and adapt in an ever-changing retail landscape was one of the most fulfilling aspects of my role.

Alongside delivery, I proposed several ideas that helped CBID innovate and stand out nationally:

We also made strategic use of my own platform — Explore Causeway Coast and Glens, with a following of over 120,000 — to amplify CBID events and drive broader visibility.

In mid-2025, after the Chief Executive of CBID moved on, I had a decision to make. Do I keep things going under a service level agreement, or do I take a different path?

Instead, I’m putting my energy where it matters most: building products that help BIDs across Northern Ireland, the UK, and beyond. Products scale, products last, and products don’t get bogged down in paperwork. That’s where I can do my best work.

That said, I’m not walking away from everything. I’m still proud of the part I played in CBID’s renewal and the campaigns that made a real difference on the ground. And for Coleraine BID, I’ll keep delivering two services we already agreed on, through 2025:

So yes, I’m stepping back from day-to-day freelance digital responsibilities. But I’m stepping forward into something bigger: making tools that help BIDs everywhere, not just in one place, for one agreement.

The focus is sharper now. And sharper is better.

A sincere thank you to Jamie Hamill, CBID’s former CEO, for believing in my work early on and supporting creative ideas that delivered real results. To the CBID team — thank you for the collaboration, trust, and shared commitment to making Coleraine thrive.

As I look to the future, I’m now open to new freelance opportunities in:

If you're working on a project and think we’d be a good fit, I’d love to hear from you. Let’s connect.

You can find out more about my work by visiting my Linkedin profile here.

Also visit my blog here.