Consultant: Sian Gunney
Role: Strategic Director, Brand Guardian & Growth Catalyst
The Mission:
To turn a brilliant supplement concept from three passionate founders into a bold, disruptive healthspan brand — breaking out of the beige biohacking space and into the hands (and hearts) of everyday people.
The Challenge:
When JOLT arrived, it was a powerhouse product with a problem:
- The branding was forgettable
- The supplement space was saturated
- And the founders were overwhelmed by opportunities and noise
They needed more than a consultant. They needed a high-energy co-pilot to help steer the ship with confidence, creativity, and commercial clarity.
What I Did (AKA “Everything I could but pack the pills myself”):
🧠 Brand Strategy & Disruption
- Repositioned JOLT to break the rules of wellness — from bland and sciency to bold, witty, and wildly relatable.
- Defined tone of voice, brand personality, and disruptive visual direction (think: Russell Kane meets Athletic Greens on espresso).
- Crafted and trademarked the brand’s iconic tagline: “The Ultimate Age Blocker.”
- Audited costs, set pricing tiers, and built a clear subscription model aligned with customer psychology and retention goals.
- Supported supplier negotiations and packaging decisions (including vegan cert, plastic-free, and cruelty-free goals).
- Optimised for retail and global distribution including pricing models for UAE, UK, and future USA entry.
- Directed creative for digital, social, and influencer campaigns (including the Jolters community).
- Oversaw celebrity gifting and PR agency partnerships, landing coverage in Vogue and The Guardian, with features in viral podcasts like The Diary of a CEO. https://www.youtube.com/watch?v=teVW3Vw_B20
- Helped secure clinical trial communication strategy and translated data into digestible, campaign-ready messaging.
- Built CRM, email, funnel, and digital ad strategies with conversion tracking.
- Reviewed spend, performance, and ROI reassigning budgets as needed and keeping spend lean but impactful.
- Created award-entry strategies and linked JOLT to high-growth potential investor circles and retail buyers.
- Instructed the build of a creative pack so we had the assets needed when opportunities came up, we could move fast
- Chaired monthly founder meetings with supplier integrations, reporting, and KPI-driven agendas.
- Provided real-time support on tough decisions scaling bravely, pulling back where needed.
- Acted as emotional and strategic anchor when morale dropped or overwhelm hit. Kept energy, clarity, and optimism high.
Outcomes:
- £2M in revenue within 2 years
- 500,000+ tablets sold
- Over 12,000 customer orders and growing
- Stocked in the UAE via Noon.com at AED467
- Award nominations, celebrity users, and a growing subscriber base
- Clinical trial data proven to increase testosterone, reduce inflammation, improve sleep, and boost lean muscle
- A once-beige supplement now known for punchy marketing, powerful results, and real community impact
My Role in Their Words:
“Sian isn’t just a strategist. She keeps us all in line and organised. The engine, the fuel, the hype energy when we are tired and over stretched, and the grown-up in the room all at once. She thinks of the things we need before we realise we need them. I don’t even have to ask. She made us braver. She made us better.”
— From client emails and voicenote comms, Lindsey Kane, Co-founder of JOLT
TL;DR:
I helped JOLT go from prototype to powerhouse managing everything and suppliers from a clear strategy to monthly consultation branding and media to pricing, PR, and founder momentum. Together, we didn’t just build a supplement. We built a movement.
