The Strategic Marketing Transformation at Michael Hill

Summary

By combining technological insight with genuine customer understanding, brands can transform themselves from the inside out. For Jo Feeney, CMO at Michael Hill, the future isn’t something that happens to them—it’s something they’re actively creating, one data point and customer interaction at a time.

In the fast-paced world of retail, standing still is not an option. Just ask Jo Feeney, the dynamic marketing leader at Michael Hill, who’s been quietly revolutionizing how the iconic jewelry retailer thinks about brand strategy and marketing.

When Feeney joined Michael Hill, she saw a company with enormous potential—but also one that needed to break free from traditional retail patterns. The goal was ambitious: transform Michael Hill from a promotion-driven retailer into a premium brand that customers would love and respect.

“It’s not just about keeping up; it’s about staying ahead,” Feeney explains, and this philosophy has become the driving force behind her strategic approach.

A Data-Driven Journey

The transformation wasn’t going to happen through wishful thinking. Feeney knew she needed a powerful ally in her quest to understand and optimize Michael Hill’s marketing efforts. Enter Mutinex, a cutting-edge market mix modeling provider that promised to turn data into actionable insights.

“With Mutinex, our insights are not just numbers; they’re narratives that drive business decisions,” Feeney says, her excitement palpable. And she wasn’t just talking about basic analytics. She wanted deep, meaningful understanding of how every marketing dollar was performing.

Building a Loyalty Legacy

One of Feeney’s most impressive achievements has been the dramatic expansion of Michael Hill’s Brilliance loyalty program. Starting from a modest base, she’s grown the program to over 2 million members—a staggering 400% increase. But for Feeney, this wasn’t just about numbers; it was about creating genuine connections with customers.

“I would love to be able to understand the actual value of the loyalty program,” she shares, revealing her meticulous approach to customer engagement. It’s not enough to simply have members; she wants to know exactly how those members contribute to the brand’s success.

Beyond Traditional Marketing

Will Marks, Director of Marketing Science at Mutinex understands Feeney’s vision. “Granularity isn’t just about detail; it’s about clarity—seeing what truly drives success,” he explains. This means going beyond surface-level metrics to truly understand the nuanced ways marketing impacts business performance.

For Feeney, this meant moving away from knee-jerk promotional strategies. “AI gives us the freedom to focus on what truly matters—crafting strategies that resonate with our audience,” she says. It’s a philosophy that positions Michael Hill not just as a retailer, but as a brand that genuinely understands its customers.

Looking to the Future

The partnership with Mutinex isn’t just about current performance—it’s about continuous innovation. With churn and retention modeling on the horizon for 2025, Michael Hill is preparing to dive even deeper into understanding customer behavior.

“The future of marketing isn’t just about adapting; it’s about innovating,” Feeney concludes. And if her track record is anything to go by, Michael Hill is set to lead that innovation.

The Bigger Picture

What Michael Hill’s journey demonstrates is the power of strategic thinking in modern retail. It’s not about following trends, but about creating them. By combining technological insight with genuine customer understanding, brands can transform themselves from the inside out.

For Jo Feeney and Michael Hill, the future isn’t something that happens to them—it’s something they’re actively creating, one data point and customer interaction at a time.