Our Members

WOF is a movement focused on collaboration and kindness in the workplace, galvanising a community of women to work together as a new generation of talent across multiple sectors and industries. Learn more about the inspiring and high-achieving women who are part of our community.

Jo Goodall
Co-founder, luna
Tell us about you in 100 words
I am the Co-Founder of luna, the world's first digital health companion for teens. Mood, skin, pain, sleep and cycle tracking, medically-backed content, plus anonymous questions all serve one purpose: empowering teens, making their growth a less lonely, confusing and anxious experience.
I started my career as a Management Consultant at Deloitte, before moving to work at Boden, the fashion retailer. In 2020, I decided to go back to university to pursue my MBA. It was at Oxford University Said Business School that I met Jas, my Co-Founder, and we started luna.
Tell us about the kindest person in your career and how they made a difference in your journey
I've been very fortunate to meet some brilliant people throughout my career, each who have provided kindness, advice and support when I've needed it. Simon Whalley was one of my first Managers when I worked at Deloitte over ten years ago and he has continued to support my career ever since. Also, Jill Easterbrook was the CEO of Boden when I worked there and she was a brilliant role model as a leader, combining kindness with an attitude of just getting stuff done!
If you could invite two people to dinner (dead or alive!) who would they be and why?
Firstly, my absolute hero, Eliud Kipchoge, arguably the greatest marathon runner of all time. His determination, grit and quiet confidence is something I really admire and I would just love to pick his brains on all things running and how he manages to run 120 miles a week!
Secondly, Derren Brown. I'm just obsessed with his shows, his creativity and showmanship. If anyone out there can make these happen, please do hit me up!!
What is your advice for women who are interested in or have just started in your field?
Keep going! Entrepreneurship is hard and a real rollercoaster - on the same day you can receive the best of news but also the worst of news. So just ride out those waves as they come and just keep plugging away at it.
A tip you’d give yourself in the most challenging moment of your career
It links to the above, really - keep going! There have been lots of challenging moments along the way, but ultimately, they do pass and things work out one way or another so keep pushing through and it will be ok.
A book everyone should read and a movie everyone should watch
Book would be Educated by Tara Westover - an amazing true story of the importance of education and how it helped the author leave her survivalist Mormon family.
Movie, well I'm definitely not the best person to ask this! I'm embarrassed at the amount of films I've seen/not seen! I could never be a movie critic! However, my favourite is "About Time", if you're looking for a classic, hilarious rom-com with some great actors (Bill Nighy and Rachel McAdams to name a couple) and only two hours long, this is for you. Most movies lose me past 2 hours so this is the perfect length!
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