In this episode, I’m joined by James Smith, General Manager at Australian footwear brand Merry People, the company turning “gumboots” into an everyday, anywhere boot.

We talk about how founder Dani Pearce spotted a gap between clunky farm rain boots and city-ready style, and turned it into a colorful, 100% waterproof product line that works from Whistler snow to Austin heat.

James shares how the team has brought this Aussie gumboot culture to the US, leaning into bold colors, “merry” branding, and a no-discount pricing philosophy.

We dig into the role that content publishers, creators, and elevated cashback and loyalty partners play in building awareness and credibility in new markets.

If you’re a publisher, creator, or brand curious about category creation and long-term partnership strategy, you’ll get a ton of ideas from this conversation.

On this episode of The Publisher's Playbook, Jerrid Grimm and Matt Robinson from BILL explore the niche world of B2B influencers and review sites and why SMBs love BILL.

Jerrid Grimm chats with Michael McNerney, the founder and publisher of Martech Record, about the affiliate and performance industry. They discuss the challenges publishers face, such as Google algorithm updates and the introduction of Google AI overviews. The conversation covers topics such as the impact of Google's monopoly, the role of creators in content consumption, the convergence of performance marketing and branding, and the importance of storytelling in affiliate marketing.

Favorite Products

Jerrid - Hubspot

Mike - Moleskin