Hi, I'm Tonje.

I originally trained as a graphic designer and have worked in marketing for over 20 years. Along the way, I've been a web editor, helped develop CRM systems from the user side and worked in fundraising for over 12 years.

I have written copy, taken photographs, made videos and worked on campaigns, websites and social media myself. I know the practical work from the inside, from discussing an idea to publishing it and following up.

I now bring that experience to strategic advice. I assess what needs to happen, in which channels and when, and give the people producing the work a clear starting point. I can oversee delivery and quality without taking on every production task myself.

As a web editor, I've worked on how content is organised, presented and kept up to date. Working on CRM systems has given me experience of developing them from the user side: how they need to work in practice for the people using them. Fundraising has taught me a lot about relationships, what makes people engage and what keeps them involved.

I also have extensive experience with Facebook, having followed the platform from its early years to today's Meta tools for content and advertising.

The words need to work with the image. A video needs to suit the place where people will watch it. And a good plan isn't much use if it's unnecessarily difficult to put into practice.

That's a question I tend to ask.

I like finding the point where good results meet sensible costs. The aim is to put time and money where they make the biggest difference.

So I like testing, looking at the numbers, asking questions and making adjustments. Sometimes a small change is enough. Sometimes we need to rethink things.

I enjoy keeping an overview, but I like the details too. The word that makes a sentence clearer. Why some people click through and others drop off. Or how we could make a task easier next time.