Today we’d like to introduce you to Lou Nylander

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?

My journey into marketing began quite traditionally – I started as an online planner buyer at Zenith back in 2006. But what’s really shaped my approach is how each role taught me something crucial about effective marketing and business growth.
Working with major brands like GSK and VW at Havas taught me the foundations of strategic planning. Then at AOL/Huffington Post, I learned to craft compelling narratives that actually connect with audiences. By the time I became Global Marketing Director at Unruly, I was leading teams across different markets, which really opened my eyes to how marketing needs to adapt across cultures.
But you know what really transformed my perspective? Two profound personal losses. Losing my mother before I turned 30, and later my father to pancreatic cancer, completely changed how I view business relationships and marketing. It taught me that authentic connections and genuine empathy aren’t just nice-to-haves – they’re essential for real business impact.
This led me to found Wildflowers of London in 2016, which started as a women’s collective and evolved into a marketing consultancy. We specialize in B2B marketing for businesses and social enterprises, bringing together everything I’ve learned about strategic marketing, revenue generation, and team leadership.
Today, I serve as a Fractional CMO for startups and scale-ups, helping them achieve their full potential while maintaining a focus on purpose-driven business. My approach combines data-driven strategies with authentic storytelling – because I’ve learned that the most effective marketing happens when you blend solid business strategy with genuine human connection.
What sets us apart is our ability to make high-level marketing expertise accessible to businesses of all sizes while keeping purpose at the center of everything we do. A percentage of our profits goes toward supporting women-focused charities, creating a virtuous circle of business success and social impact

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?

“Far from it – the road has had its share of profound challenges, both personal and professional. One of the most transformative struggles came early in my career when I lost my mother suddenly before I turned 30. That experience completely shifted my worldview and forced me to develop a level of resilience I didn’t know I had. It also deeply impacted how I approach business relationships and leadership, teaching me the importance of genuine empathy in professional settings.
Later, losing my father to pancreatic cancer was another pivotal moment. It led me to become a trustee at Pancreatic Cancer Action and reinforced my belief that business success and social impact shouldn’t be mutually exclusive. These personal losses have shaped how I view purpose in business – it’s not just about profit, but about creating meaningful change.
Professionally, launching Wildflowers of London in 2016 came with its own set of challenges. Starting as a women’s collective and then evolving into a marketing consultancy required constant adaptation and learning. Being an entrepreneur means wearing multiple hats and making difficult decisions, especially in the early days when you’re building everything from scratch.
Another significant challenge has been navigating the shift from corporate leadership roles to becoming a Fractional CMO for startups and scale-ups. While my experience at companies like Unruly and AOL provided valuable insights, working with smaller businesses and social enterprises required a different approach and mindset. You have to be more nimble, more hands-on, and often work with limited resources while still delivering high-impact results.
But I’ve found that these challenges, while difficult, have ultimately strengthened both my personal resilience and professional capabilities. They’ve helped shape my belief that the most impactful marketing comes from combining strategic expertise with authentic human connection.

As you know, we’re big fans of Wildflowers of London. For our readers who might not be as familiar what can you tell them about the brand?

Wildflowers of London operates in two distinct but complementary ways. First, we’re a marketing consultancy specializing in B2B strategy, with a particular focus on helping startups and scale-ups achieve their growth potential. Second, we’re a women’s collective dedicated to empowering professional women through events, workshops, and coaching sessions.
What sets us apart is our unique blend of high-level marketing expertise with a genuine commitment to social impact. As a consultancy, we bring enterprise-level marketing experience – gained from my years working with global brands at companies like Unruly, PubMatic, and AOL – but make it accessible and practical for growing businesses. We’re particularly known for our data-driven approach combined with compelling storytelling, helping B2B companies find their authentic voice in the market.
One of our proudest achievements is our business model: we contribute a percentage of our profits to women-focused charities. This isn’t just corporate social responsibility – it’s built into our DNA. When clients work with us, they’re not just getting top-tier marketing expertise; they’re also contributing to women’s empowerment initiatives.
Our services include:

Fractional CMO support for startups and scale-ups
Strategic B2B marketing planning and execution
Revenue generation strategies
Team leadership and mentoring
Corporate acquisition guidance

What truly makes us unique is our understanding that business growth and social impact can – and should – go hand in hand. This belief was validated when we received the “Highly Commended – Profit before Purpose” award at the Lloyds Business Banking Awards.
The women’s collective side of our organization has been running since 2016, creating a powerful network of professional women who support each other’s growth. This community aspect gives us unique insights into talent development and inclusive leadership, which we bring to our marketing consultancy work.
We’re most proud of how we’ve managed to create a business that delivers tangible results for our clients while staying true to our mission of empowering women and fostering inclusive business cultures. Whether it’s helping a tech startup refine their go-to-market strategy or organizing workshops that help women develop their leadership skills, everything we do aligns with our core purpose.
Looking ahead, we’re excited about expanding our impact, particularly in the B2B space where we see tremendous opportunity to help businesses grow while maintaining their purpose-driven focus.

How do you define success?

Success, for me, has evolved significantly through my life experiences. After losing my mother before I turned 30 and later my father to pancreatic cancer, I’ve come to understand that success isn’t just about professional achievements or financial metrics – though those are important. Success is about creating meaningful impact while staying true to your personal values.
When I founded Wildflowers of London in 2016, it started as a women’s collective because I saw success as empowering others to achieve their potential. The organization later evolved to include marketing consultancy, but that core mission never changed. Success for us means helping businesses grow while maintaining their purpose, and using our profits to support women-focused charities.
In my role as a Fractional CMO, success isn’t just about driving revenue or implementing strategies – it’s about helping businesses find their authentic voice and create genuine connections with their audiences. It’s about making high-level marketing expertise accessible to growing companies while ensuring we’re contributing to positive change.
But perhaps most importantly, success is about having the courage to define it on your own terms. For me, it’s the balance of running a profitable business while making a difference in people’s lives, whether that’s through our work with Pancreatic Cancer Action, supporting women in business, or helping companies achieve their goals while maintaining their purpose.
Success isn’t a destination – it’s an ongoing journey of growth, impact, and maintaining authenticity in everything you do.

Contact Info:

• Website: https://wildflowersldn.com/
• Instagram: https://www.instagram.com/wildflowers_hq/
• Facebook: https://www.facebook.com/WildflowersLDN

Image Credits

Please Credit Tessa Clements Photography