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

Dani Hao ✨

Podcast Host and Producer - Spend Culture Stories Podcast

Turning Connections > Conversions✨ | Ex-Community @ Mutiny |

I help companies turn customers into advocates through strategic community building. With over 9+ years in B2B marketing, I’ve launched and scaled thriving communities at high-growth companies like Apollo, Mutiny, and Rippling, driving measurable growth in engagement, retention, and revenue.

Beyond my 9-5, I’m a top 100 iTunes podcast host, a viral TikTok creator, and a proud rabbit mom (always exploring new ways to connect and create)! My philosophy? Prioritize authentic connections over transactions. That’s how I build communities that don’t just grow...they thrive. 

Through my business, Spark Inc., I consult with ambitious founders and customer-focused companies to craft community-led strategies that boost retention, revenue, and loyalty.

Ready to launch a B2B community or customer marketing strategy from scratch? Let’s chat—DM me to get started. 💞

Supercharge Marketing - Podcast Co-Host and Producer

The Supercharge Marketing podcast is for B2B marketers that believe in the power of brand and storytelling. Who believes thought leadership is beyond just buzzwords. 

Subscribe Now - https://pod.co/supercharge-marketing

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Hosted by Dani Hao (Communications Manager at Lumen5) and Mike Cheng (CEO & Co-Founder of Lumen5), this podcast features no-B.S conversations from the best marketing leaders in the industry who dare to do things differently.

Late to the game here, but wanted to share some of my favorite moments from the 2025 holiday season because they all had one thing in common:  Community. Not the buzzword kind but the real kind that you build over years of work, shared memes, slack threads, and convos about non-work stuff at work.

A few highlights and shoutouts:

→ Stella Li  (my twin/bff from my Mutiny days!) 

came to visit Vancouver from the bay area and stayed with us, and I took her snowboarding for the first time with her partner Billy. 

She absolutely CRUSHED it as a first-timer, and no surprise, she's a courageous woman who is always up for a challenge. I've seen this firsthand while working with her and also becoming close friends later on. We've been through a lot together working in the trenches at a super fast growing startup and I'm so proud of her for starting a new role! 💓

→ A reunion with my ex-Procurify crew: 

people I worked with in my early 20s, when we were all just figuring it out. Now we’re catching up on new babies, new homes, big moves, and somehow still laughing at the same old stories. 😂😂 It’s wild to see how far we’ve all come and how in a way, everyone’s energy is the same. The spark is still there and I hope everyone continues to thrive and carry the torch of what we had together. Big shoutout to my OGs Trina Ng, Jendi Logan, Evgenia Vereshchak, Adam Azarzar, Sarath Nanduri and many more!  

→ I also got to crash my partner’s company Beatdapp’s holiday party

 (thanks for letting me be an honorary team member for a night!). I miss in-person holiday parties SO much as a remote worker, and it was so nice to be surrounded by talented, kind, local folks doing cool things in the Vancouver tech scene. Had the honor and pleasure of getting to know some of the peeps working there from all the gatherings they’ve had 🥹

It’s easy to forget how many of our friendships and chosen communities come from work, and that work is almost 30% of our waking time.

 And especially… as someone who works in community for work it means a lot when those connections go beyond the professional, beyond the asks and collaborations.

One last note, and I don’t love talking politics here personally, but I’ve been feeling heavy seeing everything happening in the U.S right now. As a Canadian, and a woman of color, I can’t help but feel worried and scared for my immigrant friends and fellow people of color in tech.

But I’m also hopeful. And still looking forward to seeing more of you in person this year (fingers crossed) 🤞🤞


#community #customermarketing #remotework #personal

Community & Customer Marketing @Apollo | Ex-Mutiny & Rippling | Connections ​> Conversions✨|

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Pete Lorenco

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Likes

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