Meet the NSW Mentors
Lisa Aitken

Lisa Aitken

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


  • 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.