You don’t often meet someone who can quote Klaviyo flows and stage directions in the same sentence. But Jennifer Gilbert, Head of Digital at Nutra Organics, is that rare breed: equal parts data nerd and storyteller, and exactly the kind of leader you want building your customer journey.
With a background in musical theatre and a career spanning RY.com.au, The Facial Co., and Makeup Cartel, Jen has seen the ecommerce game from every angle, from warehouse pick-and-pack to C-suite strategy. Now leading the digital charge at Nutra Organics, she’s bringing together data, creativity and empathy to grow one of Australia’s most loved health food brands, and push into the US market with intent.
Jen joined Bushy to lift the curtain on how she builds meaningful customer journeys, leads with data and heart, and balances the wild west of marketplaces with the goldmine of owned channels. Here’s what you’ll want to steal.
Make magic moments
Jen draws a clear line between her time performing on stage and the way she builds ecommerce journeys today. Just like a live show, every detail matters: from the opening scene (aka, the welcome flow) to the final applause (unboxing and post-purchase support).
For Nutra, magic moments are built into the DNA. Whether it’s personalised packaging inserts, a friendly, informed response from customer service, or an inspirational recipe that shows customers how to use their broth beyond the pantry, every touchpoint is a chance to show up with care.
Jen believes the final mile often gets overlooked, but it’s where brands win long-term loyalty. Magic isn’t a one-off gesture, it’s consistently exceeding expectations with thoughtful delivery. Nutra even uses in-parcel flyers strategically: new customers might receive product education, while loyal customers get thank-yous or sneak peeks. No moment is wasted.
Design from the data
At this point, we all know every ecommerce manager talks about being data-led. But Jen actually walks the talk. From zero-party data captured in pop-ups and product quizzes, to the deep customer feedback that comes from monthly Hume mystery shopper reports, every major initiative is backed by insight.
Take Nutra’s product finder quiz. It was built in close collaboration with the R&D team to ensure product recommendations were not only accurate, but also aligned to customer goals: gut health, kids nutrition, energy, you name it. And the quiz isn’t a dead-end. It triggers Klaviyo flows that recap the results, offer tailored product suggestions, and follow up in a genuinely helpful way.
Then there’s Humii, delivering qualitative and quantitative benchmarks across eight key customer touchpoints. It’s helped the team discover blind spots (like underperforming returns content) but also reinforced what they’re doing well (like sustainability messaging and visual experience). That feedback loop helps the team prioritise improvements without second-guessing themselves.
Own the journey, meet them anywhere
Nutra Organics lives and breathes DTC, but Jen isn’t precious about where a customer shops. She’s realistic. Some people prefer Amazon. Some want to throw a product into their Woolies shop. So Nutra shows up there too, but with strong boundaries. And that usually means a lean SKU range, clear margin goals, and a strong operational partner who manages the channel carefully. It’s not about aggressive expansion but about protecting the brand, avoiding reseller chaos, and meeting customers with convenience where it makes sense.
Meanwhile, Nutra’s owned site is the heart of the experience. That’s where they educate, personalise, and build deeper brand affinity. Even internal structure reflects this thinking. Nutra recently removed bottlenecks in the ecommerce team to help them move faster on onsite improvements, giving the team more ownership and agility to test and learn.
Jen’s approach is the kind of stuff that makes you stop and rethink how you’re doing ecommerce. She’s not chasing the latest shiny hack: she’s building systems that scale, based on real insight, real feedback, and a whole lot of heart. Whether it’s nudging that first-to-second purchase, balancing Amazon with DTC, or using quizzes that actually work, everything is intentional. At the end of the day, the goal is getting customers from first to second purchase, and doing it in a way that’s memorable, meaningful and margin-positive.
It’s not about more tactics; it’s about better timing, smarter flows, and knowing when to add a little magic. And if Nutra Organics is only in Act One? Safe to say… the standing ovation’s coming.
Keen to hear more of Jen’s story? Hit play on the latest Add To Cart episode at the link below.
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