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.

Find out exactly what brands are looking for as they expand their partnerships with publishers and creators. Jerrid Grimm, entrepreneur, marketer and host of The Publisher’s Playbook interviews the the most innovative product manufactures, software companies and consumer brands to find out what they’re looking for in a partner. These marketers are excited to expand their partnership programs and are looking for the right fit. Are you it? Stop guessing and start promoting the products and services your audiences will love.