Meet the
team.

Founder & CEO

Big picture dreamer – rebellious – foodie

When Tonic, was just Toni.
A tenacious entrepreneur and champion of women, Toni founded Tonic after over a decade luxuriating client side, working with some of the world’s biggest premium and luxury brands on strategy, experiential, product launches, branding and resourcing.

Tonic was founded from a frustration with traditional agency values and a belief that straight talking, no-nonsense marketing with the right people in the right doses was the future.

Since then Toni and the Collective have grown into a truly unique, full-service agency, attracting some of the best brands, biggest brains (and nicest people) in the industry. Leading clients such as H.R. Owen, Legal & General Homes, Ferrari, Bentley, Aston Martin and Bugatti, Toni is a big picture thinker and visionary, not afraid to challenge the status quo.

Managing Director

fuelled by connection – driven by detail – should have been a footballer

We didn’t realise we needed a Mariam, until we met Mariam. Now we believe every business should have a mandatory Mariam, because she is an absolute powerhouse, and frankly, she’s just getting going. 

Mariam is an innovative and dynamic trailblazer with a passion for transforming businesses, focusing on ROI driven marketing strategies that have a real impact on bottom line. She brings with her over 10 years of experience, client and agency side in senior leadership roles, across automotive, retail, hospitality and property.

At the heart of Mariam’s drive lies a deep appreciation for the human element of business. She is fuelled by meaningful connections, with a real passion for fostering collaboration through a supportive and genuine company culture. Mariam is the leader everyone remembers and the colleague every client wants on their team.

Apart from her impressive corporate background, Mariam was recently appointed as a magistrate on the family bench, assigned to the Greater Manchester Local Justice Area. Fulfilling her ambitions to give back to the community, whilst championing diversity and inclusivity at all levels – Mariam applies these skills and passions to everything she does at Tonic, much to the appreciation of all those lucky enough to work with her.

Experiential Director

Peacekeeper – needs a morning coffee – biker (motor, mountain and road)

A senior marketer, expert problem solver and cool cucumber of the business, Annlouise (Al) is a marketing professional of the highest calibre. With more than two decades under her belt heading up Experiential teams Al has worked with some of the world’s biggest blue-chip brands, although she isn’t one to brag. Leading clients such as NESCAFÉ, Savill’s, Lamborghini and Maserati. It’s Al’s personal mission to generate excellent work and have fun doing it… and to set up a remote Tonic office in the Tuscan Hills powered by Aperol.

Creative Director

OCD – OCD – passionate family man

Starting out in Agency life when ‘lines’ were defining everything (above, below, integrated..really! “why didn’t we have a squiggle” he’d say?) James has always been one to challenge convention. He’s spent the past 25 or so years as a through and through Agency man, with the past 12 at the helm, and as a shareholder, of ‘Energy’, an Experiential Agency based in Covent Garden. As a Classic Car lover, it’s no surprise he has delivered international events, launches, roadshows, parties and conferences for almost every car brand there is. James, for those who have worked with him, know the ‘O’ in OCD stands for ‘Oh, so I see that’s not straight’! With an extraordinary eye for detail, a passion for everything he does whether in the office or at home with his family, and a drive to make the impossible possible; James is one man you’d want at your side.

Account & Bookkeeping Manager

Determined – occasionally a tad impatient – real ale enthusiast

Heading up all thing’s numerical, heather keeps the directorship in check, reminding us not to neglect the figures.

Project Coordinator

list queen – coffee enthusiast – slow but steady runner 

Don’t mistake Rosy’s calm demeanour for that of a shrinking violet. Rosy makes things happen and she does so with buckets of determination and a big smile. 

With a strong background in HR and recruitment, Rosy is a proactive and dedicated campaigns coordinator with experience of managing teams and motivating and supporting her peers at all levels. Terribly organised and a list aficionado, Rosy gets stuck into all project disciplines and works with the whole directorship at Tonic, only adding to her diverse and invaluable skill set. 

Rosy loves a challenge and no matter what we throw at her, she picks it up, runs with it and sees it through to the end with grit and determination (followed by a celebratory glass of fizz).

Most importantly though, Rosy is a true team player and an essential and integral part of the Tonic team. Anyone fortunate enough to work with Rosy, knows it too.