How Lyn Nguyen is carving a niche in the male-dominated world of operations and logistics

After the sale and handover of wellness brand MiHIGH, Lyn Nguyen, who was the general manager at the time, didn’t just oversee a pivotal business milestone – she uncovered her passion.

A natural problem-solver with a sharp operational mind, she realised she thrived in the behind-the-scenes work of scaling businesses, building systems and finding smarter, leaner ways to grow.

That moment marked the beginning of Auvie Consultants, the operations and logistics agency she founded shortly after the MiHIGH exit. What began as a niche consultancy quickly gained traction as a go-to partner for fast-growing e-commerce brands looking to scale or prepare for exit.

Today, Auvie is known for its ability to streamline complex supply chains, optimise inventory systems and implement creative logistics strategies that support long-term growth.

While the logistics and operations space remains largely male-dominated, Nguyen has found strength in leading differently. As a female founder in a field often overlooked by women, she’s brought a fresh perspective and approach that stands out in all the right ways.

“There’s a constant juggling act in logistics with multiple suppliers, ongoing shipments, overlapping deadlines,” Nguyen said.

“And as women, we’re often wired to track multiple things at once. It’s like having a million browser tabs open in your mind, which is actually a strength when it comes to operations – as long as you can untangle the chaos.

“It’s not about doing more – it’s about knowing what matters most and what can wait. That kind of instinctive prioritisation – staying calm and cutting through noise – is something I see in so many women, especially when the pressure’s on.”

This intuitive multitasking, paired with an empathetic leadership style, has helped Nguyen carve out a unique position in the industry. While many logistics firms lead with rigidity and formality, Auvie leads with collaboration, clear communication and a proactive mindset. It’s a model rooted in emotional intelligence and foresight – qualities Nguyen believes are often undervalued.

She has also observed another subtle yet significant advantage.

“Often when people speak to a male sales rep or logistics contact, there’s an immediate wall that goes up. But when they speak to a woman, there’s less tension and those walls tend to come down quickly –especially if you’re someone who listens carefully and understands,” she said.

It has led to deeper relationships and opened doors Nguyen never expected when she first entered the industry.

While Auvie Consultants initially focused on scaling e-commerce brands, the company has recently expanded its scope to include more traditional, ‘boring’ businesses – industries that often overlook modernisation and digitalisation. From family-run product companies to old-school wholesale operations, Nguyen and her team are helping these businesses streamline systems, adopt better processes and future-proof their operations.

Under her direction, Auvie Consultants has helped brands scale seamlessly across international markets, supported inventory planning that prevents supply gaps and developed systems that bring structure to what is often a chaotic part of business. But more than anything, the company has redefined what it looks like to lead in logistics, blending technical precision with human-centred strategy. Nguyen thinks about the people, the goals, the bigger picture.

That holistic approach has made Auvie a valuable partner to businesses earning anywhere from six to eight figures annually – brands that are too big for duct-tape solutions, but not yet ready to build full-scale internal teams.

“I didn’t set out to be a woman in logistics – I set out to solve problems,” Nguyen said.

“But if sharing my journey makes it easier for more women to step into this space, then that’s something I’m proud of.”

Lyn Nguyen is an operations and logistics specialist, working with e-commerce and traditional businesses in Australia and globally to scale for success. At Auvie Consultants she helps clients find end-to-end supply chain efficiencies and automation opportunities, saving them time and money.