Lisa Aitken
Brand Growth Consultant
An accomplished executive brand strategy director with 20+ yrs experience growing influential & iconic brands in UK, Europe, US & Australia; with a proven track record in developing brands that make an impact, connect with people & create value for clients.
Demonstrated success in identifying brand-led pathways for business growth & transformation, brand portfolio optimisation & equity maximisation. Proven ability in defining clear & actionable brand blueprints that guide the creation of meaningful products, services & experiences; differentiated branding, marketing & communication; and compelling narratives that embed the brand in the hearts, minds & actions of an organisation.
Career & Background
What inspired you to do what you are doing now?
I am fascinated by people, ideas & culture. This curiosity has sustained me throughout my career. Every project is an opportunity to explore this in a different context. Every bump in the road has helped me realise how much I enjoy using this curiosity to help people solve problems & realise opportunity.
Could you tell us a bit about your professional background and where you are headed in your career right now?
I’ve been a brand strategist for over 20 years. I’ve grown influential & iconic brands in Australia, UK, Europe & US. Developing brands to connect with people, create cultural impact & value for clients. My career has taken me into creative hotshops, advertising agencies, design consultancies and brand consultancies where I’ve honed my abilities to cut through clutter & complexity to solve brand problems with a combination of rigour and creativity. Recently I’ve created my own brand consultancy and am now focused on providing my clients with clear, actionable brand thinking that realises the ambition & objectives for their business and connects meaningfully with the people they need to influence.
Your favourite food for thought
Books
- Good Strategy Bad Strategy by Richard Rumelt.
- Think Again by Adam Grant.
- Letters to a Young Poet by Rainer Maria Rilke.
Podcasts / Thought Leaders
- Rick Rubin – Tetragrammation + Broken Record
- Adam Grant – WorkLife + Rethinking.
- Tim Harford – Cautionary Tales.
What drives and inspires you
What are your core values?
- Growth
- Making a difference
- Vision
Who is your biggest inspiration and why?
Pretty hard to pick just one. But if you put a gun to my head I’d probably pick Dr Maya Angelou. What a woman. Wise beyond words. But such beautiful words. Such a love for life. Such style and a wicked sense of humour. A titan. A one off.
You as a Mentor
Why have you decided to become a mentor?
It’s an aspect of my agency life & role as Executive Strategy Director that I miss enormously & got a huge amount of fulfilment from. I am strong believer that a rising tide lifts all boats. If by sharing my experience & expertise I can help people successfully navigate the waters of work then I am totally onboard. Really pushed that metaphor to its limits!
What are the top skills or qualities you bring to mentoring?
- Asking powerful questions
- Empathic
- Knowledgeable
- Non-judgemental
- Willing to be vulnerable
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.