From selling quarter pounders to diamonds: Jo Feeney on her move to Michael Hill
After over seven years at the Golden Arches, last year Jo Feeney joined Michael Hill Jewellers to transform its marketing proposition. Feeney speaks to Mumbrella’s Calum Jaspan about the shift between the two brands, and why focusing on the product and story during uncertain times has become the focus for the Antipodean brand.
When sandwiched between two years of sporadic lockdowns and a new cost of living crisis, buying diamonds might not be every Australian’s first thought. But chief marketing officer of Michael Hill, Jo Feeney says that in uncertain times, meaningful connections – and special items to mark them – are more important than ever before.
Feeney joined Michael Hill Jewellers, the dual Australian and New Zealand listed company last March from McDonald’s, and tells Mumbrella the complete shift in product has been “really fun and exciting”, and taking the brand on a journey around transformation and growth “isn’t something you get to do with every brand you’ve worked on”.
“I still love a quarter pounder,” jokes Feeney. “But my husband was definitely a bit nervous when he was like ‘hmm, diamonds or burgers?’ that worries me for my bank balance.”
One of the industry’s best, Jo Feeney!!