About Us

Joe leads Tonic3 with clarity, accountability, and a passion for delivering exceptional results for clients. As CEO since 2019, he has guided the company through strategic evolution—shifting toward an AI-centric approach both internally - “eating from our own kitchen” - and in partnership with clients.

Leveraging Tonic3's signature blend of UX + AI + Code, Joe has led the launch of a successful innovation lab (resulting in an issued patent), refined digital transformation capabilities, and positioned the company as a trusted AI implementation partner. His global background—built on executive roles covering 12 countries, three industries, and multiple languages—equips him uniquely to drive growth and collaboration across diverse teams. Joe earned his MBA in International Business from Thunderbird and joined Tonic3 to launch a nearshore development model, a UX consultancy, and a Managed Services business. When not working, he enjoys time with his wife and kids, non-profit Board involvement, competitive soccer, woodworking, bean-to-bar chocolate making, and mentoring teens.

Pablo is responsible for leading the Board of Directors of the company, ensuring that we adhere to the defined strategy. His current focus is fostering the growth of our company. As a part of the Board of Directors, he defines strategic plans and secures the necessary resources to execute those plans.

He founded W3 in 1995, which was rebranded as Tonic3 in 2019. During that time, he participated in several entrepreneurship ventures, not only related to digital solutions but also in advertising, hospitality, and the restaurant business. Pablo, a father of four in Buenos Aires, loves attending futbol matches and playing padel.

In his twenty years of experience design, he has held many leadership roles, and he is often brought in to help others solve complicated business and design problems. Through his career, he has had the opportunity to work in many industries and across several verticals in both the corporate and start-up world.

At the root of these successes is the ability to identify the issues and opportunities in business processes to help drive towards building robust product implementations, with the latest in tools and technology. He is often visible in the community speaking, teaching and educating people on the latest in breakthrough technology, tools, and skills. He is a co-founder of the UX program at SMU Cape in Dallas, Texas where he has taught Practical UX strategy & process methodology for four years. He is also co-founder Dallas AR / VR Design & Development group, with currently over 1,000 members. When not designing, coding, mentoring, or teaching, Preston loves spending time with his wife and daughter and dog Willow.

Jim is General Manager of the Managed Services Team at Tonic3. With over 10 years of experience selling services within the Healthcare, Technology and User Experience industries, Jim oversees a full design and copy team, developers, and support staff across a variety of teams and clients throughout the United States for Tonic3. His earnest and honest approach to building relationships with both his clients and team members has resulted in business growth and long-lasting partnerships throughout his career.

Prior to 2006, Jim served for 6 years in the U.S. Army which included a 1-year deployment to Kosovo. His degree and early career focus was in Broadcast Journalism where he produced over a dozen stories for Armed Forces Network and worked in commercial radio. Jim enjoys spending time with his wife and two girls, distance running, basketball, writing, video editing and sharing a glass of wine with friends.

Joanne leads the work at Tonic3 that focuses on user-centered research and strategy ensuring the work we deliver is grounded in a fully articulated view of reality - because great user experience simply cannot be delivered without it.

Her specialty is crafting rigorous, yet practical client programs grounded in a rich, nuanced knowledge base. This base provides the foundation for everyone’s work and makes it possible for Tonic3 to help clients deliver delightful, differentiated user experiences. As Joanne has honed her innate curiosity though work in industries as diverse as e-commerce, finance, software development, and travel, and with experiences ranging from leading Travelocity’s Global Consumer Insight group to helping both start-ups and major brands, such as Intuit, Lennox, Envestnet and Active Network, she has developed the ability to quickly grasp both the core factors and nuances that face each new client. Joanne is an avid traveler, and loves nothing more than to explore new and familiar places and cultures with her husband and son.

Ale has spent the last decade working alongside some of our strategic customers and industries, understanding their needs and their customers while asking the right questions so we can better humanize digital connections. She's always looking to approach solutions with curiosity and humility, certain that the best results come from collective intelligence.

She leads with a data-driven mindset and knows best all of Tonic3 talents, which she has seen put in practice in multiple locations worldwide. Building partnerships, executing consulting assessments, coordinating complex platforms development, are all in her wheelhouse and have been seen by clients like Disney, Accor, Citibank, Gol Airlines, among others. Born and raised in Ecuador, when not having fun with the power of mixed reality, she enjoys a calm life in the countryside (with high-speed internet of course), her awesome 4-year old Elena, and her personal chef (a.k.a. husband) Emiliano.

With over 15 years of experience in sales, technology, and finance, Charles Sepulveda specializes in building strategic partnerships and driving business growth. At Tonic3, he helps businesses identify challenges, optimize processes, and implement innovative solutions.

Currently pursuing his MBA at Boston University, Charles is a graduate of the Connecticut AI Academy, where he honed his expertise in AI-driven business strategies. He works across the startup, mid-market, and enterprise ecosystems to refine go-to-market strategies and scale operations. Beyond his professional work, Charles partners with community organizations to support underserved communities. A passionate car enthusiast, he also enjoys traveling and exploring new ways to drive innovation and positive change. Based in Shelton, CT, he remains committed to pushing boundaries in business and technology.

As a Coach and Delivery Manager, Pablo excels at optimizing workflows, coaching cross-functional teams, and ensuring timely delivery, with a keen eye on integrating AI solutions for enhanced efficiency and innovation. Pablo's expertise extends to strategic AI adoption, ensuring clients leverage cutting-edge technologies to achieve their business goals.

Pablo, with 25+ years of experience in business and software development, creates win-win situations. He joined Tonic3 in 2008 as a Project Manager, later becoming Regional Manager, Operations Manager, and Agile Team Coach. Pablo holds certifications like PMP®, PMI-ACP®, and PMI Agile Hybrid Project Pro. He also served as Director of Communications and volunteered for PMI® Buenos Aires Chapter. For fun Pablo enjoys scuba diving and playing FPS games on PS5 with his wife. They are avid gamers, often playing Fortnite® together. However, with two kids in the house, they anticipate their kids may soon monopolize the PlayStation.