Introduction
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.
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. 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.
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. This means going beyond surface-level metrics into the underlying mechanics of what makes a customer choose, return, and advocate.