About Us

Led by Mary Butlin, Tonica offers Customer Relationship Management (CRM) and insight consultancy to clients in the cultural, charity and commercial sectors. We’ve been operating since 2010 and pride ourselves on our hardworking and problem-solving attitude in order to deliver results for our clients.  Since 2015 we have focused on Salesforce Consultancy and love working with the platform.  We have expertise in Salesforce implementation, data migration, optimisation, online forms, automation, dashboards and integrations using tools such as Zapier to bring data into a single customer view within Salesforce.

For CRM procurement projects, we offer an end to end process – working with your teams to identify system requirements, researching suitable systems, helping you to manage the procurement process, providing support with data migration and finally optimising the system.  As well as supporting you on your CRM and insight journey, we enjoy sharing our knowledge and skills to empower you and your teams.

Profile photo of Mary Butlin

Mary has over two decades worth of experience helping some of the UK’s major brands to use customer data and insight to drive decisions and achieve their vision.  At Tonica, she supports teams with implementing new CRM systems, migrating data, creating insight, and optimising Salesforce for a myriad of clients.

Since 2015, Mary has focused on Salesforce consultancy achieving certifications in Salesforce Administration and Salesforce Nonprofit Cloud Consultancy and working with clients in the arts, culture, non-profit, social enterprise and SME sectors push their use of Salesforce to achieve organisational goals and reduce administrative burden.  Our case studies for opera company Nevill Holt Opera, social enterprise Circl, and Museums Worcestershire highlight some of our Salesforce expertise.

Prior to establishing Tonica, Mary built a strong foundation in research and data. She started out with a BSc (Hons) in Mathematics with Statistics from the University of Nottingham, leading to a role at Ipsos where she managed multi-country market research projects for large brands such as DeBeers. This piqued her curiosity to work client-side commissioning research for Somerfield plc, followed by five years at the Royal Shakespeare Company (RSC) as Head of Market Planning which ignited her passion for CRM systems and integrating data from multiple sources to inform strategic decision making.


Supportive – we listen to you and your team in order to understand how we can support you

Clarity – we agree clear deliverables for each phase of work

Problem Solving – we identify stumbling blocks and create solutions to help you unlock the way forward

Experience – you will be working with one experienced individual throughout the project

Practical – we believe that our consultancy should support your business in a practical way

Technology – we use technology to help reduce your administrative burden and allow you to innovate

Inspiring – the insight we generate from your data allows you to celebrate success and move forward

Talk to us

Could we help your organisation with CRM or insight support? Please don’t hesitate to give us a call or drop us an email. We’d love to hear from you!