We're changing the way Kiwi businesses access their 
marketing people.

Businesses want to bring their marketing in-house but don’t know how, what to look for in talent and what they need so are forced to outsource to expensive agencies or hire senior marketers at a premium cost.

Marketing teams have ambitious to-do lists, outstanding projects and a desire to try new ways of working or technologies, but often don't have the resource or skills in-house to deliver it all.

Managers have the budget but not the time and/or expertise
in-house to train and mentor marketers to ensure they are constantly up-skilled, developed and engaged.

Marketers want more dedicated training and development in their roles and looking for the opportunity to be supported by senior marketers while gaining experience

Our Founding Team

​Across our leadership team, we’ve worked in commercial companies, ad agencies, government departments and start-ups in NZ, Asia Pacific and Europe. During our careers, we have witnessed many different working styles, company cultures, team dynamics, successes and failures. We want to share our broad expertise with you and support you to find and retain skilled and engaged marketing talent.

Lisa Maathuis


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Lisa is an expert in marketing and digital strategy. Her most recent role before founding Tonic Lab was a Global Marketing role based in Amsterdam, leading internal Marketing & IT project teams across 23 countries. Lisa has worked across a number of industries from banking to energy, start-ups to large multinational companies, consistently delivering strategies and executing marketing and digital activity.


Lisa’s experience includes strategic marketing, digital strategy and marketing to drive growth. She recently led the client side project management of the design and rollout of a global website project that increased lead generation by over 150% post launch.  She also successfully delivered global rebrand including design and rollout for the world’s largest LPG company operating across 23 countries including India, Spain, Poland, China and Brazil. 


Lisa also has extensive experience in digital and marketing campaigns, events, brand development, content strategies, digital customer experience strategies and new product development. As well as marketing, Lisa also worked as a recruitment consultant in Tokyo, Japan for Michael Page, where she was awarded Top 2 biller (of 60+ consultants) in the Tokyo office, after 5 months on the job.

Elsie Boss

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Elsie is an expert in marketing, above the line campaigns and advertising, having worked in market leading ad agencies, government departments, commercial businesses and as a freelancer. Prior to founding Tonic Lab her experience spanned working with FMCG to recruitment advertising, brand development work to social marketing and strategic communications planning.


Elsie’s experience includes campaign planning and execution, strategic marketing planning, project management for advertising tenders, TV and radio campaigns, website builds, upgrades and content strategies, social media planning, brand development and analytics reporting and briefing.

Elsie has spent time working in China, Australia and Taiwan in various marketing and communications roles and has spent over 200 hours learning Mandarin speaking survival level. As well as marketing, Elsie has worked as a mentor with organizations like Victoria University, working with young aspiring marketers teaching them fundamentals of the industry and helping them to critically evaluate case studies from around the world. 

To overcome these frustrations, we’ve developed a clear offering to help businesses overcome these: Recruitment of Marketing Roles and Marketing Coaching & Mentoring. 

On talking to businesses we encountered four common scenarios:

Tonic Lab Marketers







We'd love to hear more about you!

Contact Us

We're Wellington-based but have clients across New Zealand.

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Get in touch if you'd like a free consultation or a casual chat over coffee

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022 376 2764