Who we are.
Layercake is a small, senior core team working alongside a network of specialist associates — in data, strategy, design and membership itself. We partner with membership associations to turn strategy into measurable outcomes, combining evidenced insight, commercial clarity and pragmatic solutions.
10
People across the team and associate network
7
Membership associations named across our work
The team
Senior people, working directly on your project.
Full biographies live on their own pages. This is who is on the team.
Damian Watson
Founder & CEO
Henry Lee
Commercial Director
Justyna Griffiths
Project Administrator
Tracy Gravesande
IP, Strategy & Learning Consultant
Thomas Fox
Web Analytics Consultant
Ellie Denney
Marketing Consultant
Di Garfield
Strategy and Organisational Change Consultant
Dave Campbell
Membership Consultant
Sara Rasheed
UI/UX Designer Consultant
Michael Lewis
Senior Data Consultant
What we do
Three connected parts, one way of working.
Membership Insights analyses what is happening to a membership: who joins, who renews, who lapses and why the headline numbers move.Consultancy & Delivery takes what the analysis shows into commercial strategy, membership growth and the design of the member experience.Layercake Maps turns a member or supplier directory into a searchable map.
Insights is a service, not software. The same people build the data model, run the analysis and advise on what to do with the result, so the advice rests on the numbers and the numbers are built around the question your board is asking. Underneath all of it, Layercake is a customer experience business: how members find you, join, renew and use what you offer.
Who we work with
Associations with individual or small-business members.
Our clients are professional institutes, royal colleges, learned societies and membership charities, along with bodies whose members are small businesses in large numbers. Most have a few thousand members or more and no in-house data team. The case studies show the kind of work we do with them.
Most organisations start with the Membership Insights Audit, a short review of the data you hold and the reporting you use today. Those who already know what they want to answer go straight to the Membership Reporting Baseline, which trends acquisition, retention and growth across the history available. If the question is commercial or about the member experience, start with Consultancy & Delivery.
Common questions
Before you get in touch
Do we need a data team?
No. Most of our clients do not have one. We connect the data, run the analysis and report what it shows, and your team decides what to do about it.
How is this different from our CRM's reports?
A CRM reports on the data in that system as it stands today. Our work connects data from several systems, trends it over the full history available and splits it by segment. That is how a slow change, such as a falling acquisition rate behind a growing member count, becomes visible.
Who will we work with?
A small senior team and a network of specialist associates, each with their own area. Their biographies are above, and each of them works directly on client projects.
Start with a conversation.
Tell us where your membership is today and what you need to understand. We'll take it from there.
Tell us what you're trying to solve