Lisa Aitken
Founder, DarkMatter Studio
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’ve always been fascinated by people: how we think, what we value, and the often invisible forces that shape our decisions & behaviour. Strategy, for me, sits at the intersection of psychology, culture & business. It’s about understanding what really makes people tick, and using that insight to create something meaningful & useful in the world. What keeps me in it, is the moment when something complex suddenly becomes clear, when a team can see the way forward & start moving with confidence.
Could you tell us a bit about your professional background and where you are headed in your career right now?
My background spans brand strategy, design & creative development, working across leading agencies & directly with CMOs and founders. Over the past 20 years, I’ve helped shape brand positioning, architecture & growth strategy for organisations ranging from global icons to emerging businesses across sectors including FMCG, financial services, tourism & the built environment. Recently, I’ve been working as an independent strategic partner, collaborating with agencies & leadership teams on high-impact projects where clarity & direction are critical.
Your favourite food for thought
Books
Read Daniel Kahnman on how we think, Douglas Holt on how ideas behave in culture and Adam Grant on how we think and behave in organisations.
Podcasts / Thought Leaders
- Adam Grant – WorkLife + Rethinking.
- A Bit of Optimism
- Ezra Klein
What drives and inspires you
What are your core values?
Authenticity, Compassion, Courage, Creativity, Fun, Gratitude, Growth, Humour, Integrity, Kindness, Leadership, Love, Making a difference, Optimism, Vision, Vulnerability, Wisdom.
Who is your biggest inspiration and why?
Dr Maya Angelou
She had the heart of a poet and a mind like an iron trap. There’s a rare combination in her work of emotional depth, clarity of thought & lived wisdom. She could hold complexity, speak truth with precision, and do it in a way that moved people. She’s who I reach for whenever I start to wobble.
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?
- Asks powerful questions
- Generous with time
- Sees potential in others
- Supportive
- 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.