History
About Tonic3
Tonic3 develops and executes strategies that drive profit through Digital Transformation. Practically that means we are built to help clients hone the right strategy, implement the right technology, and build the right long-term capabilities to deliver lasting transformation.
We are 100 teammates partnering with diverse clients from Fortune 100 to funded start-ups doing business across 20 countries. About one third of us are in the US and two thirds are in Latam - that allows us to seamlessly integrate onshore and nearshore delivery. We choose our clients wisely and build long-term partnerships with them. Our average client relationship is over 8 years; something to be proud of in an industry known for transactions more than relationships.
Offices & Partnership
We have offices in strategic cities with different time-zones
Time zone is important,cultural alignment is important, native language is important. Our city locations reflect that ethos.
Offices & Partnership
We have offices in strategic cities with different time-zones
Time zone is important, cultural alignment is important, native language is important. Our city locations reflect that ethos.
Know About Us
Meet Our Leadership Team
With leadership comprising former enterprise executives, accomplished entrepreneurs, subject matter experts, and operational specialists, we're built to quickly comprehend, evaluate, and execute.
Joe Edwards
CEO
Joe leads and supports our remarkable teammates to ensure we have well-built, well-trained, and well-led teams who deliver world-class work for our clients. Joe’s focus is to deliver great results for our Clients, Teammates, and Shareholders with plain speak, hard work, and accountability as hallmarks.
After earning his MBA in International Business from Thunderbird, Joe thrived with Enterprise management and executive postings across ...
READ MORE
Pablo Sigler
Chairman of the Board
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, n...
READ MORE
John Shahin
Chief Revenue Officer
As Chief Revenue Officer at Tonic3, John A. Shahin brings over 25 years of strategic leadership, excelling in driving revenue, sales, and strategy within banking and technology sectors. With an MBA from Fordham University and insights from the Citi Wharton Wealth Institute, John has been a key player in the growth and transformation of various technology companies. Notably, during his two-decade tenure at Citigroup, he successfully launched and led the Citigold Private Client Banking program in the US.
At Tonic3, John focuses on building high-performing teams aligned with core values, fostering a culture of innovation and excellence. H...
READ MORE
Preston Mccauley
Principal, UX and Innovation
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 buil...
READ MORE
Jim Croall
Director, Managed Services
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 ...
READ MORE
Joanne Kok
Principal, Strategy, Discovery, and Testing
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 f...
READ MORE
Alejandra Sánchez
Director, Client Success and Solution Engineering
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 wor...
READ MORE
Charles Sepulveda
Director, US Sales
With over 15 years of experience in sales and leadership within the technology and finance sectors, Charles has established an extensive network of clients and decision-makers across the US. At Tonic3, he employs his profound expertise and strategic acumen to drive client growth and cultivate relationships in the US market. Charles's distinguished track record and active involvement in the startup and technology ecosystem position him as a pivotal member of our leadership team.
Beyond professional endeavors, he is deeply committed to leveraging technology for social empowerment and community development. Certif...
READ MORE
Pablo Trapalla
Coach & Delivery Manager
As a Coach and Delivery Manager, Pablo oversees project timelines, allocates resources efficiently, and ensures timely delivery. He coaches cross-functional teams, aligns presales and production, addressing bottlenecks, and maintains a client-focused approach to meet project goals.
Pablo, with 25+ years of experience in business and software development, creates win-win situations. He joined Tonic3 in 2008 as a Pro...
READ MORE
Know About Us
Meet Our Leadership Team
With leadership comprising former enterprise executives, accomplished entrepreneurs, subject matter experts, and operational specialists, we're built to quickly comprehend, evaluate, and execute.
Joe Edwards
CEO
Joe leads and supports our remarkable teammates to ensure we have well-built, well-trained, and well-led teams who deliver world-class work for our clients. Joe’s focus is to deliver great results for our Clients, Teammates, and Shareholders with plain speak, hard work, and accountability as hallmarks.
After earning his MBA in International Business from Thunderbird, Joe thrived with Enterprise management and executive postings across ...
READ MORE
Pablo Sigler
Chairman of the Board
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, n...
READ MORE
John Shahin
Chief Revenue Officer
As Chief Revenue Officer at Tonic3, John A. Shahin brings over 25 years of strategic leadership, excelling in driving revenue, sales, and strategy within banking and technology sectors. With an MBA from Fordham University and insights from the Citi Wharton Wealth Institute, John has been a key player in the growth and transformation of various technology companies. Notably, during his two-decade tenure at Citigroup, he successfully launched and led the Citigold Private Client Banking program in the US.
At Tonic3, John focuses on building high-performing teams aligned with core values, fostering a culture of innovation and excellence. H...
READ MORE
Preston Mccauley
Principal, UX and Innovation
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 buil...
READ MORE
Jim Croall
Director, Managed Services
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 ...
READ MORE
Joanne Kok
Principal, Strategy, Discovery, and Testing
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 f...
READ MORE
Alejandra Sánchez
Director, Client Success and Solution Engineering
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 wor...
READ MORE
Charles Sepulveda
Director, US Sales
With over 15 years of experience in sales and leadership within the technology and finance sectors, Charles has established an extensive network of clients and decision-makers across the US. At Tonic3, he employs his profound expertise and strategic acumen to drive client growth and cultivate relationships in the US market. Charles's distinguished track record and active involvement in the startup and technology ecosystem position him as a pivotal member of our leadership team.
Beyond professional endeavors, he is deeply committed to leveraging technology for social empowerment and community development. Certif...
READ MORE
Pablo Trapalla
Coach & Delivery Manager
As a Coach and Delivery Manager, Pablo oversees project timelines, allocates resources efficiently, and ensures timely delivery. He coaches cross-functional teams, aligns presales and production, addressing bottlenecks, and maintains a client-focused approach to meet project goals.
Pablo, with 25+ years of experience in business and software development, creates win-win situations. He joined Tonic3 in 2008 as a Pro...
READ MORE