Tonic Agency
Elevating employer brands and talent experiences through creativity, technology, and deep partnership
Clients
Tonic Agency
Tonic Agency is an award-winning employer brand agency, helping leading organisations attract, engage, and retain top talent. Through a blend of creative strategy, technology, and digital innovation, Tonic transforms the way brands communicate their culture and employee value proposition.
My Involvement
About Tonic Agency
Tonic Agency partners with ambitious brands to build authentic, compelling employer brands that cut through the noise and connect with people at every stage of the employee journey. Their approach combines creative storytelling, digital solutions, and data-led insight to reimagine talent attraction and employee experience.
Role
Product Director & Full Stack Developer
Scope
Leading digital transformation and product innovation at Tonic Agency, from platform strategy to hands-on implementation, shaping solutions that bridge creative ambition with technical excellence.
Key Focus Areas
Product Vision & Leadership
Spearheaded the design and build of scalable digital assets, employer brand platforms, and campaign ecosystems that empower Tonic and its clients to deliver on their employer value propositions.
Full Stack Engineering
Engineered robust, secure, and performant applications, taking projects end-to-end, from ideation and architecture to deployment, analytics, and continuous improvement.
Cross-functional Collaboration
Embedded within multidisciplinary teams of strategists, creatives, and client partners, translating business goals and creative vision into practical, scalable digital solutions.
Results & Impact
Delivered over 100 major projects across 8 years, helping Tonic and its clients achieve measurable gains in talent engagement, process efficiency, and campaign performance.
Quick Facts
Full Stack Developer
The Challenge
Tonic Agency's core challenge was bridging the gap between their exceptional branding expertise and the rapidly evolving digital landscape:
Digital Knowledge Gap
While Tonic had deep expertise in traditional branding and employer brand strategy, translating this knowledge into effective digital solutions required specialized technical skills and digital-first thinking.
Digital Lifecycle Complexity
From initial concept and design through development, deployment, analytics, and ongoing optimization, each stage of the digital lifecycle required specific technical expertise that complemented their creative vision.
Technical Implementation
Brilliant brand strategies and creative concepts needed to be transformed into robust, scalable, and user-friendly digital platforms that could deliver on ambitious creative visions while meeting technical performance standards.
Digital Transformation
As clients demanded more sophisticated digital experiences, Tonic needed to evolve from traditional brand consultancy to offering comprehensive digital solutions that could compete in an increasingly technology-driven marketplace.
The Solution
I provided the essential digital knowledge and technical skills to bridge this gap, working as an embedded technical partner throughout the entire digital lifecycle. This partnership enabled Tonic to seamlessly translate their branding expertise into powerful digital experiences, from initial strategy and design through development, deployment, and ongoing optimization.
Results & Impact
By bridging the digital gap, Tonic moved from a traditional agency model to a digitally native, insight-driven employer brand consultancy. The results are measurable, not just in operational efficiency, but in the value delivered to clients and their brands.
42%
Increase in Productivity
Time spent searching for assets and managing approvals dramatically reduced thanks to the unified platform.
65%
Faster Project Delivery
Accelerated project timelines and more predictable go-lives, underpinned by robust workflow systems.
38%
Fewer Revision Cycles
First-time approvals and client satisfaction increased due to integrated feedback and collaboration tools.