Trailblazing Marketing: Balancing Outdoor Heritage with Digital Innovation with Jane Smith

In this episode, Jane Smith, VP of Marketing at Merrell, joins host Kailin Noivo to unpack how one of the world’s leading outdoor brands is balancing its 40+ year heritage with modern marketing innovation.

Jane shares how Merrell is integrating sustainability into the heart of its brand narrative, building community-first campaigns, and navigating disruptive shifts like AI-powered search and the rise of gorpcore culture. She also dives into lessons from global expansion, partnerships with brands like Jeep, and why authenticity remains the ultimate growth driver.

Join Noibu co-founder Kailin and our acclaimed guests as we unravel the secrets behind supercharging your ecommerce operations and reveal the best strategies to develop your site’s success. The Ecommerce Toolbox: Expert Perspectives is the ideal podcast for ecommerce experts, and your guide to uplevelling your work.


Every week, we dive headfirst into the realm of optimizing and perfecting ecommerce websites, engaging in extensive and expert conversations with our guests. Get ready to explore the elite strategies, and cutting-edge insights that propel ecommerce operations to run as smooth as clockwork. But don't worry, this isn't your average dry tech talk – you’ll gain fresh perspectives and actionable insights, ensuring you're captivated from start to finish, and leave with fresh energy and ideas, ready to take your ecommerce business to the next level.

• No. of episodes: 98
• Latest episode: 2025-08-27
• Business Technology Management

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