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

I'm Gonzalo, also known as Gonz, a creative leader and professional originally from Caracas, Venezuela, and now based in the US; I have over a decade of experience as a creative within various disciplines and industries.

I've worked with many organizations, institutions, individuals, and artistic projects. I have a proven track record of helping companies and organizations build unique brands and support their growth.

My expertise comes from
A background Video, Motion and Graphic Design as a team member, individual contributor, and in creative and brand marketing leadership roles afterwards.

I'm also very passionate about building high-performing (and happy) creative teams and mentoring other creative professionals in earlier stages of their careers.

I've worked with organizations like Drift, Alyce, Thrive Global, Masschallenge, Helpscout, Salary.com, Twitter, Nestle, Privy, America's Test Kitchen, The Grommet, Mass Cultural Council, and many more, both in in-house and freelance capacities.

In my #5to9, I love spending time outside (when it is nice out), going camping and hiking, watching and playing soccer, and making music, food, and films. 

I love working on personal projects like music videos and spending time with my wife Hannah and my dog Alfie.

Currently, I'm open for freelancing, speaking and mentorship opportunities, pro-bono projects (if the scope is right), or even just to have a coffee (or beer) and talk shop.

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The Battle

Pete Lorenco

Gonzalo Veloz

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