Lola Askarova

Lola Askarova is a Marketing Manager. She is currently in between roles, formerly Brand Manager at Turning Point. She is a senior generalist marketer with 15+ years of experience in mental health, telco, digital advertising, regulated products (banking, insurance) with the top UK / US brands developing and delivering innovative products, campaigns and projects.

Tell us about your journey with Pilotlight.

I learned about Pilotlight by reading Bruce McCombie’s (Pilotlight’s former Deputy Chief Executive) post on the Ignite Initiative on Linkedin. His reflection on the importance of equity vs equality, action vs “diversity washing” resonated deeply. I wanted to contribute, make a difference somehow. I learned about the Ignite Initiative from Bruce and was impressed by Pilotlight not just talking about diversity, like many organisations do, but actually doing something, taking an action, contributing to a more diverse world.

I was already interested in exploring board level roles, such as NED or trustee, but as someone who was not born in the UK, these roles were still a mystery to me - access to them seemed limited, benefits unclear, information complex and limited. Pilotlight’s Ignite Initiative aims to demystify these board level roles, their benefits and access to them.

I signed up, joined a very experienced and knowledgeable group of Pilotlighters, led by a no less professional Project Manager, and for nine month we worked together with Disability North, a charity, on helping them optimise their governance, risk management, board-to-management communication and strategy planning processes. I found the experience extremely rewarding and educational, and learned that I absolutely have the skills necessary to be a trustee or a NED or work with charity boards, if I may so desire in future.

Why did you become a Pilotlighter?

In short, I wanted to experience board level advisory work, to learn more about the charity sector and contribute, make a difference somehow. 

What has been your biggest challenge?

Once I met fellow Pilotlighters and realised how experienced and senior they were, I was a tad worried whether I was too young and/or experienced enough to be able to contribute meaningfully. I stayed positive, open minded, learning focused and I did not shy away from contributing. I realised in the end that every perspective, experience, input and contribution matters.

What’s surprised you most?

At the outset, we were told to “trust the process.” In the beginning, the first couple of months, it really seems that this cannot work, that three hours a month is just not enough. However, at around meeting number five, the project comes into sharp focus, information gathered so far starts making sense and all pieces of the puzzle gradually come together. The impact we made in the end and feedback we received from the charity were a pleasant surprise. Pilotlight’s approach and method work!

Another surprise was how amazing our Project Manager was. He was professional, positive, solution orientated and fantastic at drawing order and structure out of tonnes of information that we were exposed to! He really did an excellent job at connecting the dots. 

What’s your proudest moment?

Hearing Disability North’s board and CEO’s feedback on our project and realising that we did make quite a difference to this charity.

Tell us the impact Pilotlight has had on you, both personally and professionally.

Pilotlight helped me realise that I already have sufficient experience and skills to contribute meaningfully to the board/ trustees/ senior management work if I choose to do so in the future. I’ve flexed and strengthened my leadership skills and have been challenged to grow as a senior leader.

It was very rewarding to feel that I have made a difference. Mind you, the impact is not black and white, as contribution at this level can often yield progress only long-term. Outcome can even be seen as negative (e.g., CEO may leave or be replaced, or charity may realise that the board does not have the necessary skill set and require a shake-up). Yet, progress is achieved, and the charity can be run more effectively going forward, if they choose to do so.

Is there anything you wished you'd known as a first time Pilotlighter? What advice would you give to someone thinking of becoming a Pilotlighter via the Ignite Initiative?

Pilotlight’s method is not easy to grasp. It took me some time to get my head around. It is like consulting, but it is not. Ask a lot of questions, stay curious, be open minded and ready to learn. You will be challenged, and you will grow. Pilotlight gives a great insight into working at charity board/ trustee/ CEO level.

Describe being a Pilotlighter in three words.

Impact, challenge, professional.