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Meet Kim Merritt

Creative Strategist, Writer, and Photographer

also known as The Bougie Dirtbag

In case you haven't picked up on this yet, Goodera is actually more of a "me" than a "we" (unless you count me and my 219 open browser tabs).

I'm Kim, the creative strategist, copywriter, and photographer behind Goodera.​ What started as a side hustle in 2020 has evolved into a full-time career where I bring my big-agency expertise directly to brands who share my love and passion for all things travel and the outdoors.

An image of the aurora borealis, shot in Alaska
Headshot of Kim Merritt, the creative behind Goodera.

Why brands trust me.

I have a BFA in Advertising from the School of Visual Arts in New York City, and over 15 years of experience working at ad agencies around New York, London, and Los Angeles. I've led creative for brands like Amazon, BMW, REI, Netflix, and written for celebrities like Kevin Hart, Adam Sandler, and Rashida Jones (Ann Perkins!).​ My words and ideas have helped win 12 awards, and have run everywhere from TV, radio, print, and OOH, to all things digital and social media.

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Travel isn't just a hobby. It's my lifestyle.

Born and raised in Ohio, I spent my 20s in New York City, the better half of my 30s in Southern California, and a handful of years learning how the world works while traveling through nearly 40 countries. 

Even while working in advertising, I always kept one foot in freelance travel writing.

  • The day after my first agency contract was up in 2010, I launched my first travel blog, Just Visiting, and took off on a jetBlue "All You Can Jet" trip around the U.S. and Caribbean. Within two weeks of documenting my experience, I was featured in The New York Times.
     

  • After I was laid off in 2015, I sold all of my belongings, left New York City, and backpacked South America for five months. My first travel article I pitched and sold went viral, and led to me being interviewed and featured in People Magazine.

​Now, I've gone all in on helping clients sell out trips, win awards, and create content their audiences actually want to read. My work has taken me to California and Alaska, Morocco and Mongolia, Kenya and Tanzania, and so many places in between.

What's The Bougie Dirtbag?

The Bougie Dirtbag will officially launch August 2026, but for now it's basically how I live my life.

 

I've summited Kilimanjaro and Toubkal, trekked the W circuit in Patagonia, chased the aurora across Alaska and Lofoten, gone on safari in the Maasai Mara, and visited IDP camps in Myanmar. I've also slept in overwater bungalows in Bora Bora, Panama, and Zanzibar, treated myself to luxury hammams in Morocco, and dined in Michelin-starred restaurants across Spain.

The Bougie Dirtbag is a trip curator and lifestyle brand for women 30+ who love disappearing into the backcountry for multi-day hikes, just as much as they love treating themselves to luxurious 5-star retreats. 

Let's talk

You can usually find me road-tripping the American West in my Jeep, chasing the northern lights, or lost in the mountains with my camera. Feel free to email me, check out my advertising and photography portfolio here, or connect with me on LinkedIn below.

Who I work with

I partner with travel and adventure lifestyle brands to create content that brings their in-person experiences to life online.

Photo of Kim Merritt looking out over the sunset above the clouds while hiking Mt Kilimanjaro in Africa

Adventure Travel Guides

Boutique Travel Operators

Photo of Kim Merritt in an overwater bungalow in Bora Bora

Airbnbs & Boutique Stays

Tourism Boards

Photo of Kim Merritt photographing the aurora borealis in Ohio

Retreat & Workshop Leaders

Creative Studios​

contact me.

  • Instagram
  • LinkedIn

@gooderacreative

/company/gooderacreative

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