VP of Marketing @ HYCU | #5to9: Keeping Up With 2 Kiddos

My first job was bussing tables at my dad’s restaurant, where I learned something that still shapes how I lead today: it’s not just the product that keeps people coming back, it’s the experience.

That idea is at the core of how I approach growth. Whether it’s a restaurant or a B2B company, sustainable growth comes from creating experiences that customers care about, understand, and want to return to. In practice, that means combining clear positioning, disciplined targeting, customer insight, and a willingness to experiment, all grounded in data and accountability, to build programs that drive pipeline, improve retention, and support long-term growth.

I’ve built and led marketing and growth teams across enterprise, mid-market, and startup environments, helping companies move from reactive execution to focused, predictable growth. Along the way I’ve rebranded companies, built revenue engines, scaled teams, and helped leadership teams clarify how they show up in the market.

Most recently, I led marketing at PathFactory, where I oversaw the merger with Uberflip — unifying messaging, content, and teams to position the business for its next phase of growth. Before that, I’ve held senior leadership roles at HYCU, Alyce, Avid Technology, Iron Mountain, and EMC.

In addition to my operating roles, I advise B2B startups and mid-size companies on how to simplify their strategy, find their edge, and build growth programs that connect clearly to revenue.

I tend to do my best work where there’s momentum, complexity, and opportunity — and where leadership wants a partner who can help turn strategy into execution and execution into results.

Contact:  lorenco.pete@gmail.com

Pete Lorenco

La Verde Sonrisa

• Establish and oversee HR policies to ensure a supportive and compliant workplace for staff and educators
• Create programs to foster team morale, well-being, and a positive school culture aligned with La Verde Sonrisa’s mission 
• Lead the hiring and onboarding process to attract and integrate talented educators and support staff who fit the school's mission
• Design and coordinate training sessions and growth opportunities to enhance the skills and knowledge of the school’s staff
• Promote initiatives that celebrate diversity, inclusivity, and a culturally enriching environment for both students and staff
• Ensure that teachers, coordinators, and academic directors submit their curriculum plans and annual calendars on time, maintaining alignment with the annual goals

Director of Human Talent and Culture

Product Marketing Alliance

With access to multiple templates & frameworks, OnDemand presentations, and exclusive content, the Insider membership plan gives a glimpse into PMA's ever-growing bank of industry-standard resources.

Insider Member

Hive.co

• Lead the development and implementation of a structured agency partner program for Hive
• Utilize data analysis to demonstrate the value and potential of the agency partner program within the organization
• Collect, interpret, and leverage organizational data to inform strategic decisions and program enhancements
• Establish streamlined processes to support the recruitment, onboarding, and training of agency partners
• Spearhead the identification and recruitment of top-tier agencies through proactive outreach and relationship-building efforts
• Provide comprehensive training and support to agency partners to ensure their success within the program
• Maintain ongoing relationships with agency partners, fostering collaboration and driving mutual growth
• Collaborate cross-functionally with internal teams, including Product, Marketing, Sales, and Customer Success, to align partnership objectives and integration efforts
• Act as a primary point of contact for agency partners, addressing inquiries, concerns, and opportunities for optimization
• Continuously evaluate and optimize the agency partner program based on performance metrics and industry trends, driving sustained growth and impact for Hive

Senior Partner Manager — Agencies

• Develop and implement a strategy for the growth of partnerships, identifying potential partners within the live events industry such as event organizers, promoters, venues, and service providers
• Regularly evaluate and update the partnership strategy based on performance metrics and changes in the industry
• Manage the full lifecycle of partnerships, working closely with various teams to ensure smooth partner integration
• Track partnership performance metrics, addressing any issues and identifying areas for improvement and potential revenue growth
• Look for chances to grow accounts within partner organizations
• Gain a thorough understanding of each partner's needs and goals to help inform individual growth strategies
• Work with teams like Product, Marketing, Sales, and Customer Success to ensure partnership objectives and integration efforts are aligned
• Collect feedback from partners to guide product development, marketing strategies, and customer success initiatives

Senior Partnership Manager

Alyce

• Responsible for competitive intelligence gathering and analysis 
• Owned product launches, campaigns, and content development from start to finish including key content pieces 
• Creation and implementation of critical enablement content featuring positioning, messaging, and customer and sales-facing assets in multiples mediums
• Development of an organized repository of resources for the entire GTM organization
• Built and managed steering committee – including representation from Executive Leadership, Marketing, Sales, C/S and Product

Senior Partner Product Marketing Manager

Vidyard

• Evaluate effectivity of partner relationships and engagements in delivering positive ROI
• Lead the strategy, sales and integrations for our key technology partners and 25+ technology partners in portfolio
• Development and creation of product marketing and enablement content such as case studies, blog posts, sales videos, value propositions, and new product releases
• Be the central point of contact and advocacy at Vidyard, orchestrating the partner engagements across the various departments: product, content, marketing, and sales
• Identify new opportunities for quality, high ROI engagements with partners whether in marketing opportunities, sales enablement, referrals, or creating custom programs for partnership

Strategic Partnership Manager

• Structure and negotiate strategic partnerships with agencies 
• Recruit, build and manage a portfolio of 50+ agency partners to generate sales opportunities while working closely with cross-functional teams such as marketing, product, sales, and customer success
• Develop a GTM strategy and demand generation co-marketing activities with partners 
• Clearly articulate Vidyard's features, benefits, and use cases and how they are best used within partner workflows for their clients

Partnership Manager

Pipeline development for enterprise B2B companies through cold calling, video emails and multi-channel social touches — I'm obsessed with video!

The online landscape is constantly evolving and the way people consume online content today is quite different to what it was 10 years ago. 

Let's discuss how understanding the performance of your video assets can help solve complex issues while driving pipeline & revenue growth.

Senior Business Development Representative

Coach

I maintain high and positive energy on sales floor while delivering a warm, and elevated experience to clients through extensively product knowledge and brand history. I am consistently listed as top sales per hour, top add-ons per transaction, and highest units per transaction each month on our monthly productivity report. Also, I am rated a perfect 10 out 10 score on Medallia (customer feedback platform)!

Retail Sales Representative

Nordia Inc.

I worked with consumer/business/corporate accounts when they were unsatisfied with their services, and would  retain customers for Bell Canada through a superior grasp of individual customer/business needs and inbound retention strategies.

Customer Retention Manager

Latin American Student Association

I kept up-to-date contact details of all 400+ members of the organization and acted as signatory for the Club (legal and financial purposes). I was the designated keynote speaker for all events and meetings within the LASA organization; in addition, I chaired Committee meetings to ensure that they ran efficiently and effectively. Furthermore, I worked with the executive team to manage any paid employees of the Club including recruitment, retention, salary and performance reviews. Lastly, I coordinated the development of partnerships with sponsors, funding agencies, local and state government, shared facility users and organizations to execute events.

President

I was responsible for organizing LASA events, including filling the event forms and contacting the Clubs Manager. In addition, I was responsible for decorations, theme, and creating an outline for any event proceedings. Lastly, I was responsible for documenting events and activities initiated or undertaken by LASA.

Event Coordinator

Urban Barn

I  provided assistance with overseeing daily retail activities; customer acquisition, visual merchandising, in-store consultations and collaborated with clients in selection of furniture and home décor pieces. I helped customers reach a desired design through a set budget. In addition, I participated in the "Blanket The Country" campaign and personally dropped off the blankets to the local homeless shelter.

Interior Design Consultant

Rogers Communications

I created and implemented sales and marketing campaigns in order to increase business growth and brand recognition, cultivated solid sales and business relationships with customers to maintain high level of retention. In addition, I was recognized as Salesperson of the Month multiple times.

Sales Representative

Experienced in crafting growth strategies, leading product launches, and fostering partnerships through proactive outreach and collaboration. Skilled in content creation across various platforms and managing streamlined processes for partner programs. Detail-oriented with a passion for continuous learning and high-impact marketing and partnership projects.

taplio

The Battle

Pete Lorenco

Cristiana Montenegro

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