Why Merrells digital marketing VP believes community is a brands best tech play [Video]

For a company that makes hiking boots, you’d think the terrain was predictable. But for the Merrell marketer, it’s more like scrambling over digital cliffs, political crosswinds and economic uncertainty.

“In recent times, we’re working through all the political unrest, the tariff situation and we’re always thinking about people’s discretionary spending,” she tells us. “What is it that is going to be most important to them?”

Against that backdrop, Merrell’s positioning has never felt more timely. “We’re really lucky. Our mission is to get people outside and in a time when there’s a lot of mental health struggles and people …