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.

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 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 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.

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 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 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.