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

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.

Today I’m speaking with Ren Robinson, Ecommerce affiliate manager at Cycling Frog. It's clear that Cannabis has come a long way in the past decade. Beyond the regulatory changes we're also seeing companies like Cycling Frog take a deeper look at ingredients, production and packaging. Ren shares about the company, the products and what Cycling Frog cares about in a partnership.

In this conversation, Jerrid Grimm and Keith Bryan navigate the world of retail media networks, exploring Keith's extensive background at Best Buy and the evolution of Best Buy Ads. They discuss the launch of Colosseum Strategy, the importance of content in retail media, and the partnerships between retailers and publishers. The episode also delves into advertising strategies, the future of retail media networks, and the broader landscape of commerce media, emphasizing the need for collaboration and innovation in this rapidly evolving space.