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

Denodo

Vice President, Brand and Corporate Communications

Women In Big Data

The goal of Women in Big Data is to strengthen the diversity in the big data field. As part of this initiative, we would like to encourage and attract more female talent to the big data & analytics field and help them connect, engage and grow. Started in 2015, we've grown organically into a 16k+ strong community across six continents. Join us to make a difference at womeninbigdata.org

Co-Founder Women in Big Data

Get Bent Friends

A non-profit dedicated to the health and wellness of underserved communities in Oakland, California and the greater Bay Area with an emphasis on Black and Brown youth. It provides services ranging from strength training and nutrition education for student-athletes, to after-school tutoring and career mentorship with the goal of preparing the youth in our community for adulthood. getbentoakland.com/get-bent-friends

Board Member

GiveTeens20 & NavZ

GiveTeens20 is a 501(c)(3) nonprofit designed to support teens wrestling with questions about themselves, their careers and futures. Our aim is to level the playing field for the students who have lacked support in this area, and give them opportunities to be successful. GiveTeens20 operates three different types of programs; a classroom presentation style program, a group coaching program and an individual coaching program, all which work to accomplish our mission of encouraging and equipping teens by providing tools and resources that help them find their career ‘fit.’

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The Battle

Pete Lorenco

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