Flexera

VP of Global Growth Marketing

GTMfund

GTMramp Member

Marketing Sidekick

I’m your growth sidekick for B2B companies who need clarity + alignment + results.

Advise and provide B2B marketing strategy and execution support for companies who need demand gen, sales alignment, and scalable GTM.

Founder & Growth Advisor

Pavilion

Member

PathFactory

VP of Marketing & RevOps

HYCU, Inc.

VP, Global Demand Generation

Alyce

Then served as an advisor to Alyce prior to acquisition by Sendoso.

VP of Marketing (Head)

Avid

VP of Marketing & Business Development

Iron Mountain

OPPORTUNITY: Led marketing for target business segments & verticals. Manage a team of 15. 

RESULTS:
⇨ Contributed $60M in marketing generated new logo sales in 2019, overachieving goal by $10M 
⇨ Increased marketing-sourced pipeline to $142M, sourcing 25% of net new sales pipeline
⇨ Increased web traffic 100%+ and 20% sales increases in target markets through radio ads
⇨ Sourced BDR team that generated 2.5K new sales meetings and $18M in net new sales pipeline in 6 months.
⇨ Established growth plans for team, providing clear steps that enabled 5 direct reports to get promoted.

Director of Marketing

OPPORTUNITY: Established marketing function for SMB business unit. Operated entrepreneurially to research target market, lead segmentation, create brand messaging, and activate demand generation with $2.5M budget. Led 1 employee. 

RESULTS:
⇨ Grew net new sales from $3M to $40M
⇨ Provided a personalized SMB customer journey thru a separate SMB microsite with content including "How it Works" videos that later expanded to enterprise use. 
⇨ Launched eCommerce site and secured 250 deals within a 3-month pilot.
⇨ Drove engagement and advocacy through SMB customer community.

Marketing Manager, Small & Medium Business (SMB)

HP Autonomy

OPPORTUNITY: Led demand generation for NA cloud backup solutions. Led 2 consultants. Retained by Iron Mountain Corporate after sale to HP Autonomy.

RESULTS:
⇨ Generated $16M in marketing generated pipeline.
⇨ Achieved $5.2 in marketing generated revenue.

Demand and Content Marketing Manager, Cloud Backup

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

My first job was bussing tables at my dad’s restaurant, where I quickly learned: it’s not just the food that keeps people coming back—it’s the experience.

Now I work in marketing, but the philosophy hasn’t changed:
Create standout experiences that make people care and want to come back for more.

I combine customer feedback, data, and a willingness to try new things (and fail) to craft programs that drive pipeline and boost retention. And I've done this for large & mid-size enterprises and scrappy startups across SaaS, tech, and beyond.

Most recently, I led marketing at PathFactory, where I oversaw the merger of Uberflip—unifying messaging, content, and teams to position the business for its next phase of growth. Before that? I led marketing at HYCU, Alyce, Avid Technology, Iron Mountain, and EMC. I've rebranded companies, built revenue engines, and scaled teams.

I also advise B2B startups and mid-size companies on how to simplify their strategy, find their edge, and develop programs that generate pipeline.

Contact:  lorenco.pete@gmail.com

Pete Lorenco

📣 I'm Hiring: Director of Lifecycle Marketing 📣 

We’re evolving how we think about global campaigns at Flexera —> moving from acquisition-only to a full lifecycle approach that connects with customers well beyond the first touch.

This new role will partner closely with the amazing Courtney Struthers and Customer Experience (CX) Marketing team, along with the broader marketing org, to build creative, data-informed programs that connect key moments across the customer journey.

This could be a great match if you've:
- Led a team and built both acquisition and customer programs
- Driven campaign orchestration across global initiatives, launches, and strategic priorities
- Partnered with Field and Partner Marketing to localize and package programs for regions and partners
- Love pushing for bold, creative ideas that drive results
- Thrive collaborating across teams to turn ideas into impact

At Flexera, we help companies get smarter about their technology spend and risk and there’s never been a more important time for that.

If this sounds like a fun challenge and good fit, let’s connect 👇

https://lnkd.in/e9QZWbTW

VP Growth Marketing @ Flexera || Startup & Enterprise GTM Leader || Also: toy negotiating dad

Student Transportation of America

Reporting to the CEO and part of the executive leadership team led the creation of the marketing strategy, building a new team.
• Collaborated with Business Development to enhance client segmentation and establish a growth-oriented influence funnel.
• Spearheaded the consolidation of 60+ brands into one through rigorous industry research, focused strategic meetings with stakeholders nationwide, and the identification of key market trends and business indicators.
• Redesigned the brand platform, updating vision/mission positioning, values, culture/company story and visual identity.
• Defined the social media strategy and consolidation plan for all brands.
• Launched new internal communication channels (email and internal TV) to reach 20,000+ front-line employees.
• Shifted PR from reactive to proactive, strengthening thought leadership and overhauling the Crisis Communications plan. Partnered with HR to drive culture alignment initiatives.

Chief Marketing Officer, SVP Marketing & Communications

Joined to define brand and communications strategy to drive growth and brand perception during
the transformation from records management, storing, and shredding company to diverse business offering digital solutions. Responsible for brand, design, advertising, media, web, content, internal/external communications, and social media. Built a strong, diversified global marketing team of 40 reporting to the CCO.

Vice President Marketing & Communications

Philips

Led Marketing Comms for Connected Care and Healthcare informatics (B2B) during profound company conversion, changing business models, transforming marketing strategy and capabilities, and delivering strong and measurable business impact. Reported to division CEO, managing global team of 25 (several locations) and global agency network (advertising, media, PR, and events).

Global Head of Brand, Communications, Digital & Marketing

Responsible for Marketing Comms for Oral Healthcare (Sonicare), Mother and Child Care (Avent), and Pain Relief (BlueTouch and TensRelief). Managed global agencies (advertising, production, PR, digital, etc.). Set up B2B & B2C teams, with direct reports in The Netherlands, US, China, and global network. Managed team of 10.

Global Head of Integrated Marketing Communications, Public Relations & Internal Communications

Executed global strategy for PR and professional Marketing Communications of Oral Healthcare (Philips
Sonicare and Philips Zoom whitening). Member of Management, leading a team of four.

Head of Brand & External Affairs, Philips Oral Healthcare

Promoted to newly created position to build/lead advertising, Media, and PR teams for Spain and Portugal following merger of Consumer Electronics and Domestic Appliances. Adapted global campaigns locally and created local ones.

PR, Media & Campaign Evaluation Senior Manager / Marketing Services Manager

Winery Group Bodegas Alavesas

Pivoted knowledge gained from years in ad agencies to wine and spirits. Led P&L and strategic planning for D2C advertising, marketing, and direct sales at a boutique producer and distributor of Spanish wine. Created e-commerce platform, boosting sales/achieving +10% growth annually. Designed new corporate image (name, logo, labeling, etc.).

Marketing & D2C Director

Havas. eOne Euro RSCG (Havas Worldwide)

Founding member of the agency. Oversaw accounts including Telefónica, BBVA, Volvo, Cadbury, Vodafone, Central Lechera Asturiana, Osborne, Prosegur, European University of Madrid, etc. Won numerous awards including “Best Ad of the Year” and “Best Interactive Marketing Strategy.”

Client Services & Account Director 

Ogilvy & Mather

Lead on accounts including Coca-Cola, Kodak, IBM, Telefónica Professional Services, Terra, Alfa Romeo, and Banesto (Banking).

Account Supervisor

DDB Spain

Contributed to key accounts including American Airlines, Compaq, Anheuser-Busch (Budweiser), and Fortuna.

Account Executive

I am all things brand, marketing, communications, and people leadership at a global scale. 

My career has taken me around the world and allowed me a taste of many industries (B2C and B2B), including healthcare, technology, consumer goods, transportation, and wine & spirits.  From my early work at advertising agencies to my most recent career leading corporate marketing, I have championed notable brands such as Philips, Iron Mountain, Volvo, Cadbury, Vodafone, Coca-Cola, Kodak, IBM, Anheuser-Busch, and many others. 

Throughout my career, I have reframed and reimagined brands to drive results. At the root of my success has been a unique combination of strategic marketing expertise, creative advertising insights, and digital acumen paired with the desire to truly engage across an enterprise to lead meaningful transformation.  
 
Highlights of my career include spearheading the first full overhaul of brand and visual identity at Iron Mountain since 1989, launching the SensoTouch Shaver at Philips via an innovative partnership with top World Cup soccer player Iker Casillas, and execution of successful global Sonicare campaigns. 

Passionate, energetic, and bold yet grounded, strategic, and transparent, I aim to both inspire my teams to reach new levels while also equipping them with the resources and leadership needed to succeed. 

I am always in pursuit of a balance between driving results and cultivating a rich life. Personally, I am a passionate homebrewer, sourdough baker, drummer, and a bit of a technology geek alongside enjoying time with my family.

taplio

The Battle

Pete Lorenco

Gonzalo Condes de Bethencourt

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taplio

The Battle

Pete Lorenco

Gonzalo Condes de Bethencourt

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Pete Lorenco's LinkedIn Performance

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Performance ScorePete Lorenco's LinkedIn Performance