Workshop Highlights
A huge thank you to everyone who joined our Build a Next-Level Membership Growth Strategy workshop yesterday.
It was fantastic to have Erica Siwo, Liam Pavesi, Paige Suthard, Dave Campbell, Di Garfield, Ellie Denney and Tracy Gravesande in the room — a genuinely brilliant group who came ready to dig in, challenge assumptions and work with real numbers.
From the very start, the energy was uplifting. People weren’t just talking about growth; they were interrogating it. What made the biggest impact was how quickly insights sharpened once we began breaking standard metrics down into new segmentations. As soon as teams viewed growth through different lenses, conversations shifted. Objectives became more focused, more evidence‑based, and far more targeted.
One of the most exciting parts of the session was seeing how each group approached the same exercise differently. Each team found its own anchor — its own “aha” moment — based on where the data pointed. That diversity of thinking is exactly what makes strategy work in the real world.
We also saw some strong thinking emerge around using these clearer, sharper objectives as practical anchors for planning, rather than slipping back into long activity lists. Watching strategy move from abstraction into something actionable is always rewarding.
I’m really grateful for the openness, honesty and willingness to explore that everyone brought into the session.
And a special thank you to Phil Wilson for the brilliant photos that captured the day so beautifully.
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Henry Lee
Henry Lee is a commercial strategist with over 20 years of experience crafting long-term revenue strategies, including driving businesses to achieve remarkable x10 growth. With a background in purpose-driven businesses across logistics, IT, and membership associations, he has held senior leadership roles, including Managing Director and Commercial Director positions.
As an Associate Partner of Layercake, Henry works with clients and teams to develop high-impact commercial strategies—rooted in delivering value for clients, fostering positive environments for teams to perform, and creating societal good. Passionate about driving sustainable revenue growth, he is also dedicated to mentoring young talent and recently joined The King’s Trust as a mentor.
Tom Fox
Thomas Fox is a web analytics consultant with over 10 years of experience helping organisations – particularly associations – turn website data into meaningful insights that drive decision-making and performance. With a background spanning analytics leadership roles across media, consultancy, and defence sectors, Thomas has developed and executed measurement strategies, implemented Google Analytics solutions, and built data teams from the ground up.
Now operating as an independent consultant, he partners with clients to unlock the full value of their digital data – translating complex metrics into clear, actionable business insights. He’s worked with clients such as the Institute of Internal Communication, UK Athletics, and the Health Foundation, and brings a practical, user-first approach that helps teams build digital confidence and make data work in the real world.
Justyna Griffiths
Justyna keeps Layercake’s projects running smoothly. She coordinates client communications, organises meetings, and makes sure teams have what they need to deliver on time. With over 12 years of experience managing projects across the public and private sectors, she brings structure, clarity, and a steady hand to complex work. Justyna also quality-checks data and processes, helping ensure that every project meets the high standards clients expect.
Tracy Gravesande
Tracy Gravesande has a gift for simplifying complex ideas into scalable systems and is a seasoned learning strategist dedicated to making education more valuable—for teams and clients alike. At Layercake, she designs and delivers strategy workshops that guide organisations toward becoming data-led, creates engaging learning materials focused on data-informed strategy and action tracking, and supports associations in building impactful learning and development programmes.
Driven by a deep passion for empowering others with the right tools and resources, Tracy helps people succeed and organisations thrive. We’re delighted to welcome her on board—her expertise furthers our mission to help associations deliver impact through data.
Damian Watson
Over the past five years Damian has specialised in the membership sector, working with associations to improve member experience, unlock insight from data, and responsibly integrate emerging technologies. His current focus includes:
- Designing learning and leadership development offerings for current and future membership leaders
- Building scalable core models for member growth, engagement, and financial performance,
- Advancing data-first, AI-powered experiences that drive measurable value for associations and their members.
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Ellie Denney
Previously Head of Digital Marketing for the National Trust, Ellie has more than 20 years’ experience working in, building and leading digital marketing teams. With the help of the competent team she built, and partners she brought on board, she laid the foundations for the National Trust’s long-term digital marketing success - including transformative growth in digital revenues and unprecedented membership growth. Her work with the National Trust saw her recognized as someone at the forefront of digital media via BIMA 100.
Now, an independent marketing consultant, Ellie provides marketing consultancy and training to charities, visitor attractions and member associations. Her client list is impressive and includes The Woodland Trust, The Royal Horticultural Society, WWT, The British Horse Society, The international Institute For Environment and Development and the Chartered Institute of Arbitrators. Last year saw her recognised as Digital Woman for Good at the Digital Women Awards.
Di Garfield
Di Garfield is a senior consultant to nonprofit leadership teams working with them to bring clarity to strategy, strengthen governance and improve organisational performance across complex, mission-led environments.
With a background spanning communications, digital transformation and operational leadership, Di’s work focuses on turning ambition into action. She helps align people and processes to improve decision-making and long-term sustainability.
Alongside her consultancy work, Di is a co-founder and advisory committee member of Rare Dementia Support, helping it grow from a volunteer initiative into a national service with the world’s first rare dementia support centre based in London.
Dave Campbell
Dave is an independent consultant supporting organisations rethink, reshape and revitalise their membership propositions, ensuring value is at the heart of their offering.
Dave has more than 17 years' experience working in senior roles within membership organisations, most recently as Membership Services Director for the Association for Consultancy and Engineering (ACE) and the Environmental Industries Commission (EIC), where he spearheaded the introduction of a refreshed membership proposition, new CRM system and new subscription and funding model.
He has previously held membership organisational roles focusing on commercial, marketing, communications, events, and training, education and skills, in sectors covering construction, manufacturing, engineering, students' unions, and the arts.
Sara Rasheed
A Senior UI/UX Designer and Front-End Engineer specialising in user-centred digital experiences for membership organisations.
Sara turns complex requirements into clear, intuitive interfaces that improve usability, support member engagement, and deliver scalable digital products.
